Every blogger knows that content is the new black for 2013 and the internet is abuzz with articles on the benefits of developing a cohesive content marketing strategy. And while every author wants to get the latest scoop or write about breaking news, more attention is being paid to what is referred to as evergreen content.
What is evergreen content and why is it important to your blog’s overall success? Evergreen content is timeless content that does not lose its relevancy; it is always “green” or always fresh.
Let’s use some examples to help define evergreen content and how it can be used on your blog site.
“What is Loyalty Marketing” is an example of evergreen content, while “Top Ten Trends in Loyalty Marketing 2013” is not. The first is timeless and defines a topic, in this case “Loyalty Marketing”, while the second provides the readers with trends or up to date information that is only relevant in 2013.
Both are necessary to create a meaningful blog site that readers keep coming back to and Search Engines rank high on their results pages. The key to a successful blog is not only to have a variety of content, but also to use it in a way that they connect together and provide readers with timely and timeless information.
Staying with the “evergreen or tree theme” …. when starting your blog or starting a series of blogs on a particular subject, consider starting with what I refer to as the “trunk” for your evergreen blog. This blog is a general piece of content that explains “what” something is or broad tips or facts about a topic. Examples are: “What is Loyalty Marketing”, “What is SEO”, “What is Content Marketing”, or “How to Hire a Plumber”. These are very broad topics. The content should include few statistics, but ones that are very general and factual (note I said a few because including statistics provides you the opportunity to add “branches” and extend the life of your blog).
If done properly from the trunk, you create branches, sprouts, and eventually a forest of interlinking, updating, commenting and cross-pollinating to other social media networks.
Let’s use an example of creating and linking meaningful evergreen content:
‘What is Loyalty Marketing” is the trunk. In this blog, write about the history of loyalty marketing, the definition of loyalty marketing, the basic principles and concepts of loyalty marketing and how it improves retention. In this blog, include a few statistics on loyalty marketing that emphasize the acceptance of loyalty marketing.
A branch or additional piece of evergreen content could be Tips or Do’s/Don’ts of Loyalty Marketing. In this blog, include relevant information that helps the readers, in this case, set up a loyalty program. Add a link to the original blog about the topic. The next evergreen blog that is written about the Hoover Free Flights Fiasco, this is a timeless piece and one that is a bit off topic, but is a widely searched topic and connects to the other blog posts, as it refers to the Hoover Fiasco as a loyalty marketing program. In this blog, I reference the Do’s and Don’ts article and link to the original article.
As part of this example’s overall strategy, it is wise to include a timely article about trends in Loyalty Marketing in 2013. This gives your readers a reason to come back to your blog.
Another important thing to consider is that true Evergreen Content needs “pruning”. When new statistics come out about loyalty marketing, you can update the original blog, write a comment or create a new article linking back to the original document.
For example in the original article it was quoted that 80% of Americans say being part of a loyalty program impacts their buying decision and that 64% belong to more than three programs. If a more recent study shows that number to be 85% and that 70% belonging to four or more, you could create an article that states; “Loyalty Programs Grow in Influence and Popularity”. In the article reference the original article. You could also update the original blog, especially if the blog is highly ranked. With this option you can simply change the stats or you could add a section at the bottom or update the stats in the section of the article and mention the previous numbers. A third option is to write a comment with the more updated stats. All of these add “legs ” to the original article and provide credibility to you as an author and your blog.
Tell us what do you think.
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