Evergreen content is something you can share (or something your readers will search for) year-round or season after season. It’s immensely shareable due to its ability to apply at (almost) any time. So, how do you write evergreen content? Here are three tips for identifying good topics, creating shareable content, and maintaining the page:
Find Out What Your Readers Care About
As you are writing this content for your readers, your first step should be finding topics they care about. To find topics, you can:
Do Keyword Research
Do keyword research to determine what people are searching for and create topics from that. Say you found a lot of searches for avoiding car accidents. Take a few minutes to expand those searches. See if people are searching for:
- How to avoid car accidents at night
- How to avoid crashes on icy roads
- How to avoid sliding on black ice
- How to avoid rush hour crashes
- Avoiding road rash crashes
- Driving safely on Thanksgiving
Do Google-based Research
Look up topics on Google. Are you a criminal defense firm? A Google search for what to do after an arrest, along with its “People Are Also Searching” section and competitor results, might inspire you to write any of the following:
- What to do during a traffic stop
- What can I expect after an arrest?
- What rules must officers follow during a traffic stop?
- Are there specific rules law enforcement must follow during a DUI checkpoint?
- Should I speak to officers after an arrest?
- Knowing your rights during and after arrest
- What is an illegal search and seizure?
- Do I have to go to the station if I am not under arrest?
- What happens during booking?
Look at What Your Competitors Are Doing
Look at your competitors’ sites. What are they writing about? Say your competitor wrote an article about how to avoid burn injuries from grills during summer bar-be-ques. You might take that idea and expand it to discuss avoiding all types of burn injuries during the summer (e.g., sun, grills, hot water from hoses, etc.)
If you find that your competitors haven’t written a page on how to avoid burns or fires during the holidays, jump on it and create the page yourself. Make it the best possible page to outpace the competition.
Determine Common Concerns
Use your experience with current or previous clients to address common concerns that prospective clients likely also have. For example, many of your previous personal injury clients may have been concerned about how to keep their teens safe behind the wheel. This is something that will concern readers year-round.
If you wanted to expand that idea, you could discuss the 100 Deadly Days of Summer and then share tips about how to keep yourself and your teens safe. This way you can share it right before summer starts each year.
Find a Unique Way to Approach It So It Lasts
You want your readers to share these posts this year, the next year, and the one after that. To ensure your readers want to, make sure your content takes a unique approach.
Let’s say your state just passed a texting and driving bill. Just reporting the news likely won’t attract many eyeballs because your readers will probably get the news from a local media outlet.
Instead of a news-style post on the bill’s passage, you might consider creating an infographic. It could include statistics that highlight the effects these laws had on other states’ distracted driving accidents and answer any questions people might have, such as:
- What are the effects of the law?
- Is it a primary or secondary law? What does that mean for drivers?
- Can you text at red lights or in traffic?
- What are the consequences for texting behind the wheel? Will it add points to your license?
This way, the content will be useful to your readers long after the bill’s initial passage. A rehashing of the news story would likely only be useful for a few weeks, and you might struggle to compete with local media outlets for those short-term views.
If you use stats or reference laws, it is imperative that you update your evergreen pages regularly. Nothing looks worse on a page that is supposed to be timeless than a statistic from 10 years ago (if there is a newer one available) or page referencing an old law.
Set up Google alerts to ensure you do not miss an update.
For help with content creation, give us a call: 888-521-3880.