How to Maximize your Evergreen Content to Fuel Business Sales and Marketing

by Jason Acidre on August 30, 2012 · 54 comments · Content, Search, Social


Content marketing is a marketing practice that has been recently embraced by a lot of online marketers, especially people in the SEO industry.

Although the principle has existed for decades, continual changes in the online marketing landscape have substantiated the immense weight that Content Marketing can contribute to today’s businesses. Given that it allows small to large brands to be more competitive in their respective industries and this channel enables them to empower both sales and marketing efforts.

Infographic via Junta42

Now that you have a brief background of what content marketing is, let’s head on to the one approach in content marketing that can extremely grow your business in so many ways - pushing out evergreen content on a massive scale. Why? Because this methodology for content strategy can touch several aspects of online marketing in one go (particularly the important ones), such as:

  • Scalable link acquisition
  • Achieving high search rankings for industry terms
  • Continuous social sharing of content
  • Constant traffic generation from different sources (referring sites, social and search)
  • Helping the site’s online conversions in terms of lead and revenue generation
  • Uncovering more opportunities for the site (links, relationships, coverage, partnerships, etc…)
  • Supporting and giving more visibility to the other important pages of the site
  • Growing subscribers, social followers and brand advocates as the content consistently draws traffic to itself.
  • Brand strengthening

We’ll go more on the details and on how to optimize content for each listed aspects below. But before everything else, I just want to share that this post was heavily inspired by Nick Eubanks’ case study of my blog (which will be out soon).

Creating an evergreen content that will create impact for your business

Evergreen content, as the term defines itself, is a content that never relies on current trends and is simply an informational or reference material that somehow never goes out of date (as explained by WiseGeek).

Content marketers commonly use this type of content with the intention to drive consistent web traffic to it (for a long period of time), since this type of content discusses generally searched information most of the time (such as guides and historical information).

So how do you create one? Here are few tips on creating a robust evergreen content that will influence your overall online marketing campaign:

  • Build content based on keywords that a specific segment of your target audience/customers generally seek for (ex. “learn SEO” or “advanced SEO tips”). Use Google Keyword Tool to identify topics that are being constantly searched and appeal to your market.
  • Make your content as in-depth as it can be. Look at how the content is presented on Wikipedia. Their pages are mostly cited as a reference mainly because of the extensiveness of their content.
  • Use visualizations, like rich images, to generate more interest from your readers/viewers.
  • Explore other content formats in presenting content, such as videos, slide presentations and/or data visualizations.
  • Aim to have the best content about that certain subject in your industry’s online sphere. Research your competitors’ similar content. This principle will help you create a better copy and will also be its unique selling point in continuously attracting traffic and activity.

Once you are done with the content, interconnecting other areas of web marketing efficiently will be more often than not its end-results, seeing that you’ll have plenty of time to make use and benefit from it.

Scalable Link Acquisition

Getting voluntary given and editorial links to an evergreen content is almost always certain to happen. It can even work on continuously acquiring natural links to itself over time, as long as people can find it and as long as the content provides useful/relevant information by the time they see it.

Making an evergreen content very comprehensive is so important, because it’s the element that will entice people, especially content creators in your field, in using it as a reference (whether on blog posts, forum threads or other community discussions).

For instance, the link growth for an evergreen post that I’ve published last March 16, 2011 about Ecommerce SEO strategies has been increasing for the past 17 months.

That post also received a link from SEOmoz recently (May 2012, after 14 months of being published). And one reason why the amount of new links acquired on that month increased is because of the sites that have scraped the linking content from SEOmoz.

How to optimize your content for linking:

  • Make sure that the content will be found by people who are specifically searching for it. This will involve optimizing the page/content for several possible search terms that are used when researching for information (both short and long-tail keywords).
  • Build internal contextual links to the content to improve its visibility through search rankings and referred page visits. A useful advice for this method is to use longer strings of texts for their anchors, as longer anchor texts are more receptive to readers and can also allow the destination content to target multiple keywords that they can rank for.
  • Build incoming links to the content from other websites through outreach or content distribution (contextually linking to them through your guest blogs). This will increase the chances of getting more traffic to the page, which can also encourage more people in your industry in referencing the content.

Basically, the key to make your content a scalable link building machine is to build channels that will consistently send traffic to it, whether from search, social or links. The more new visitors the page can get over time, the better chances of getting people who might find and use the content as a resource for their works.

Better Search Rankings for Industry Keywords

Solid content that’s meant to last a lifetime (or almost) has higher potentials of getting good SERP rankings, as they have most of the factors that search engines tend to look for in terms of quality of information/content, page activity, user engagement and ability to continuously attract natural links.

Having good rankings for your content can stretch possibilities for your business’ marketing and sales efforts, knowing that it can almost ensure highly targeted traffic to the page who may take actions (sharing, linking, subscribing and even purchasing).

As soon as your content is capable of generating search-traffic, the likelihood of getting natural links, continuous social shares, followers and potential customers will be higher.

How to get higher search rankings for your evergreen content:     

  • Optimize content for search, especially in making the content absolutely relevant to the keywords it’s aiming to rank for.
  • Build more exposure and authority to the content through both internal linking and content-based link building.
  • Utilize social media marketing techniques to send out more positive signals from the content as well as for the content to be more visible on personalized search results.

Continuous Social Sharing

One of the most awesome things that you can get from an evergreen content is its ability to create a recurring cycle for social sharing.

In social media, even if the content is already months or years old, it can still work for you as long as the content has proven to offer value to its audience.

For example, the “SEO for ecommerce” post I’ve shared earlier is still generating social shares even its publication date was a year and half ago.

These instances can tremendously help in keeping your content alive, as it can generate traffic, possible linkers, subscribers/followers and leads to the site.

Being able to get social shares to already existing content can also generate sudden traffic spikes, depending on the authority/influence of the sharer.

How to optimize your content for social sharing

  • Make the social buttons serve as the secondary call-to-action of the content by making them very visible to your visitors. Place it above the fold and right after the content.
  • Use awesome titles for your posts that aren’t limited by trends (extensive tips, guides and lists are usually effective in this type of content). Check out Dan Shure’s guide on writing effective titles.
  • Implement the “unexpected hook” element when creating content, where you try to exceed the readers’ expectations out from the content. This will increase the likelihood of the content of being shared on social networks.
  • Build more channels to draw new traffic from (sites/pages linking to them or keywords they are ranking for). As the more new visitors the page can get, the more social shares it can eventually generate.

Evergreen Content Generates Constant Traffic

A special feat that a strong evergreen content has is its capability to consistently draw traffic from different sources, particularly from the first 3 areas that I’ve mentioned above (natural links, search rankings and social shares).

Using this approach for your content strategy is like building a marketing army that will promote your brand on autopilot, because it will continuously bring traffic to your site that may:

  • Link to your content
  • Share your content
  • Subscribe to your feed/newsletter
  • Follow you on social networks

Just imagine the power this method can lend to your site if you have tens or hundreds of this kind of high performing content hosted in your domain.

How to drive constant traffic to your evergreen content:

  • Improve its search rankings by optimizing the content for its targeted keyword(s), building internal links to it and acquiring links that will generate traffic (editorial, contextual, and links from relevant discussions from pages/threads that are also getting constant traffic).
  • Update content if necessary to make sure that new visitors will be satisfied with the content they’ll be landing on. This will increase the chances of the established content of being shared.
  • Share your old content on social networks once in a while to send your new followers who might have missed the content.

Grow Conversions (lead and revenue generation)

Given that your content will going to continuously drive traffic to itself, getting potential customers/clients will not be impossible, since the content strongly exemplifies your expertise in your field.

Just like what I’ve mentioned on my guest post on Kikolani, I mostly got my past and current clients because of my blog posts, not through rankings. And this can certainly work for any size of businesses.

To further illustrate what I’m meaning to say, an evergreen content usually acts as a middle of the funnel element that can stimulate the buyer’s decision process.

For instance, the ecommerce post I’ve mentioned as a sample above has generated several client inquiries through my blog’s SEO consulting services page and contact page over the months it’s been live (approximately 14 potential clients out of 443 highly-engaged readers – 3.16% conversion rate).

How to optimize content for conversions:

  • Improve the page’s loading speed. You can use tools like Page Speed Online or Pingdom to see how the page is performing in terms of speed and the areas you’ll need to optimize to enhance load time.

  • Include strong CTAs right after the content to attract leads. Look at how Hubspot attract specifically targeted leads on every end of their blog posts:

  • Internally link to other useful pages or high-converting pages of your site, to improve visitor as well as brand retention and to move them further down through your conversion funnel.
  • Identify the content’s keywords that are sending converted visitors through Google Analytics. Optimize the content for those keywords for them to generate more traffic that have high chances of converting.

Grow Subscriptions and Social Following

Bringing continual traffic to the evergreen content can also successively increase and grow your subscribers (feed or newsletter) and social followers. You can make these aspects be parts or goals of your conversion optimization, by simply adding them to your content’s calls-to-action (placing it on parts where readers can easily see them).

Support and lend visibility to other important pages (through internal linking)

Your evergreen content will continually improve its page authority, due to various activities that will occur within the content over time. It’ll eventually be a strong asset that you can utilize to support your other important pages (useful content, transactional pages, etc…) through internal linking.

These internal links can funnel through your content’s new visitors to your other important pages, and most importantly, the internal links can also pass link value to the internally linked pages, which can help them improve their search rankings as well.

Scale Link opportunity discovery and Relationship Building via social shares

Once your content is already well-established (constantly receives traffic and new social shares), you can start tracking those who have shared your content, as it can lead you to finding more opportunities and easier-to-acquire links.

Monitoring these can also help you build relationships and alliances in your community, which your brand can benefit from for your future content marketing efforts (through social outreach).

How to do Social Reverse Engineering:

For Twitter, you can use Topsy. Monitor and make a list of those who have recently shared your old content, especially those who run or have websites/blogs.

You can also use Google Search in finding people who have shared your content on Facebook

and Google+

Check the ones who own websites (from the search results) and start engaging them.

Initiate conversations by simply thanking them for sharing your old post/content. Building a good rapport will help you get easier – but higher value – link acquisitions or higher response rates once you start pitching for guest blogs and/or link requests.

Online Brand Strengthening

Serving high value content that’s meant to attract traffic for a long time – and being consistent with production – can definitely be a solid ground in creating advocates/loyalists/evangelists for your brand.

Another factor that helps in shaping a unique identity for your brand as a thought-leader, aside from the expertly done content you provide, will somehow rely on the industry keywords that your site is ranking for or your brand’s search share in its specific niche.

Since people, particularly from your industry or interested in your industry, are easily reminded by those who they mostly see when they search for your industry’s major keywords (for both research and consumption purposes).

For instance, I’ve been kind of popular in the link building scene and have been mentioned on several blog posts that mainly discuss link building:

Why? Because I’ve created dozens of remarkable posts about it.

A lot of people also know me as an SEO strategist because I’ve been ranking for this keyword for over a year now:

Creating an evergreen content that appeals to a large audience, which people can also easily find (through search engines), can instantly build perceptions about you as a brand.

If you’re in the SEO industry and you know who Jon Cooper is, then I’m kind of sure that the words “link building strategies” are already playing around your head.

That’s how evergreen content can strengthen and expand your brand presence as well as the perceived value that people see in your business.

Making this content approach as the foundation of your online marketing strategy and having ton of them will scale and almost automate your business’ marketing and sales efforts.

And the best thing about this approach is that even if the content failed to attract massive traffic/links on its initial launch, it’ll still be able to survive and eventually attract people to share/link/consume it… because it’s evergreen.

If you liked this post, you can subscribe to my feed and follow me on Twitter @jasonacidre. For more tips you can check out my list of online marketing strategies.

Jason Acidre

Jason Acidre is Co-Founder and CEO of Xight Interactive, marketing consultant for Affilorama and Traffic Travis, and also the sole author of this SEO blog. You can follow him on Twitter @jasonacidre and on Google+.

More Posts - Twitter - Facebook - Google Plus

{ 27 comments… read them below or add one }

Sean@SEO Philippines August 30, 2012 at 7:50 pm

Solid. This is also arguably the best kind of linkbaiting strategy there is. Great post Jason.

Reply

Jossef August 30, 2012 at 11:47 pm

amazing post, great work. but I am not a good writer as you, and i feel sometimes i have no new content no new information i can write about, after too much posting and writing you feel you reach a point that you are repeating yourself and it’s not a good idea to start repeating yourself. i wish i can find a way to create new original content all the time. but this post diffidently is an inspiration to me thank you

Reply

Hendarto August 31, 2012 at 8:40 am

I found a big gold bar here !!! this article is really educating me well, all the detail and explanation is really clear and easy to understand. Jason, You write this post and I think it will be a valuable information to other blogger or people who have online business as You already gives them this valuable information but I think you already gives them a big gold bar !

Thanks for this great post.

Reply

Arwin@Event Checklist August 31, 2012 at 8:42 am

Another valuable post from Jason. I think the biggest secret formula in today’s web traffic generation is SEO + Evergreen Content + Social Media = Traffic Stampede.

Reply

Carl@Webmaster Blog August 31, 2012 at 10:23 pm

This is very informative infographic, for sure it is difficult to double traffic, but it is much easier to maximize traffic from existing rankings and I think this is the best shortcut to more traffic.

Reply

Kyle September 3, 2012 at 12:28 am

Great post Jason, thanks a lot. From what I was able to see in your article, doing a strategic SEO and the evergreen content as you wrote, will surely boost you traffic significantly.

Thanks Jason,

Kyle

Reply

David Oxford September 3, 2012 at 11:24 am

I was impressed (and slightly overwhelmed) when I only got 20% into this. REALLY useful and valuable information on content marketing. I forgot how new all this is, especially the net side of it. I think it really goes to show if you offer useful information and content that people like they will come back for more and part with their money.

Reply

Jayson@SEOteky Team September 5, 2012 at 2:06 am

I’m so proud to be part of this evergreen movement. The day that I met this man – kaiserthesage, was the day that I change my views in SEO & link building. Would love to hear your thoughts Jason about neuromarketing for brands, can it be applied on online efforts? :) Busy reading a book by Martin Lindstrom, a Danish branding expert – “Buy-ology”

Reply

Nick Stamoulis September 5, 2012 at 6:25 am

A common mistake that content marketers and bloggers make is focusing on news related posts. While it may be relevant for a few days or a week, it isn’t going to attract visitors once it’s outdated. In order to generate traffic over the long term it’s important to create this evergreen content that can be viewed and shared into the future.

Reply

Althea Young September 6, 2012 at 9:48 pm

Oh this is a new learning to me…
I didn’t know that we can actually search in Google those content that are being shared by users on their Facebook.

Reply

petpost September 7, 2012 at 10:44 pm

Great post Jason, thanks a lot. From what I was able to see in your article, doing a strategic SEO and the evergreen content as you wrote, will surely boost you traffic significantly.

Reply

Brian Greenberg September 29, 2012 at 12:40 am

Love this post Jason.
I wrote a blog post on my site at http://www.seo-services.com/7-website-marketing-techniques-for-a-post-penguinpanda-internet/general/ and linked back to your site as a reference. A perfect example on how great content gets spread naturally.

Reply

Swamykant@YourDigitalSpace October 4, 2012 at 12:23 am

Very interesting post. I love the first infographics.

Actually you are right, evergreen content brings traffic always and it keeps growing day by day.

Nice post. Thanks for sharing tips.

Reply

Smith November 21, 2012 at 11:22 pm

Evergreen content marketing is a great way to attract continual traffic for your website. Take the Example of Wikipedia and just check what makes it such a trusted source. Gain trust of your readers by providing them factually correct and content that they are interested in. Thank you for all your efforts and sharing this wonderful post.

Reply

Alam November 24, 2012 at 5:06 pm

At the risk of being seen as comment spam, i must say that this is one hell of an awesome post.

Hey, now I’m hooked. Gonna print this thing!

Reply

James Dreesen January 7, 2013 at 6:53 pm

great content! I love the picture shows the evolve of content marketing. Sometimes it make me think whats next.

Reply

Moises@marketing business plan March 25, 2013 at 1:09 am

Your style is unique compared to other people I have read stuff from.
Thank you for posting when you have the opportunity, Guess I’ll just book mark this web site.

Reply

David Snow May 16, 2013 at 2:13 pm

Thanks for the good work.

David Snow
CEO

Reply

Bisnis warnet July 5, 2013 at 5:58 pm

wow .. great content. graphs and also a very interesting post.
and this is a new learning for me.

Reply

Scott McQuin August 17, 2013 at 7:33 am

Hi there,

I was wondering if I could get some info for banner advertising on your site.

I would like to do a test buy as soon as possible.

Thank you very much

Scott McQuin

Reply

bunga papan September 3, 2013 at 11:46 pm

haii despite my lack of fluent English but I want to say thank you for your article very inspiring for me as an internet marketing newbie

Reply

Abdul December 26, 2013 at 2:09 pm

Thank you sharing good piece of work. Really enjoyed reading. Learned couple of content marketing strategies from this article.
My evergreen content marketing strategy:
1) Add lengthy killer content of min 2k words.
2) Linking to best resources.. Something around 25-30 resources.
3)Within a week my webpage gets couple of strong links from pingbacks.
4)Again i will update same page with new content and couple of new resources..

This is how i get links from related resources and my content gets popular. I know this is a very old technique. But it always works.

Reply

Jordan J. Caron February 27, 2014 at 6:39 pm

Thanks Jason. I’ve been struggling getting people to link to my content. I feel like I’ve written good education posts.

I will try some of the methods you have outlined here and see if those work.

Reply

Janice@Monitive SiteUptime February 28, 2014 at 7:10 pm

Hi Jason, I enjoyed reading your article and it’s so nice to see successful SEO from the Philippines too.

I would like to create something like this for our monitoring website service too, such a great layout that would keep viewers to get back for more.

Reply

Fenti March 27, 2014 at 8:32 pm

Great post Jason, thanks a lot. From what I was able to see in your article, doing a strategic SEO and the evergreen content as you wrote, will surely boost you traffic significantly.

Reply

Cerita Lucu April 29, 2014 at 6:21 am

Your style is unique compared to other people I have read stuff from.
Thank you for posting when you have the opportunity, Guess I’ll just book mark this web site.

Reply

Sahuri Nur June 2, 2014 at 6:49 pm

Your style is unique compared to other people I have read stuff from.
Thank you for posting when you have the opportunity, Guess I’ll just book mark this web site.

Thanks Jason. I’ve been struggling getting people to link to my content. I feel like I’ve written good education posts.

Reply

Leave a Comment

{ 27 trackbacks }

Previous post:

Next post: