crafting timeless content
Content creation is a multifaceted effort. While there is time-sensitive, as well as transactional information that needs to be shared, there is also value-rich content that doesn’t have a calendar stamp assigned and has a lasting impact. Cue evergreen content–no matter when you read it, it still rings true. But how do you create content like this?
Understand your audience. Their needs, pain points, and interests should be the driving force behind your content.
Be consistently relevant. When creating evergreen content, select timeless topics. For example, your organization will always have a website that needs to stay fresh. However, whether you have a hamburger menu or not, a homepage hero photo or video–the latter are trends within evergreen topics that do change.
Go in-depth. You don’t want your reader going anywhere else to look for additional information on the topic. If there is legitimately too much to share, build a series. Optimize for SEO. Understand what keywords you rank for vs. those that you want to rank for.
Encourage engagement and interaction. When you have content that resonates with your audience, they will interact with you and your content. As you build trust and credibility, your audience will also realize that they can learn valuable information from you and want to revisit.
While creating evergreen content takes some time and maybe a little bit more planning and effort, it will pay off in the long run. Build a manageable and sustainable plan for creation, block off time in your schedule to get it done, and make needed tweaks along the way.
