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When it comes to creating content for your marketing campaigns, you should always aim to create content that will have a long-term impact. You want your content to remain relevant so that it will prove to be useful over a number of years. While seasonal and trending content can be helpful for engaging your target audience and staying current, you should also utilise evergreen content as part of long-term impact strategies. Essentially, evergreen content is timeless writing that will remain valuable to your target audience over many years. Here are a few evergreen content strategies to utilise for long-term success.
Address Common Issues
One of the best ways to create timeless writing is to address the common issues your target audience faces. Addressing common issues, challenges, and pain points will make the content relevant and engaging over the long term, delivering powerful results. If you are a business in the fitness industry, for example, you could create content on topics that are ever-present, such as:
Weight loss
Strength building
Diet
Injury prevention/treatment
Produce Detailed Guides
In addition to addressing common issues, another effective form of evergreen content is detailed guides. In-depth guides with valuable information on relevant topics will remain relevant for many years and provide the chance for you to demonstrate your expertise. These guides can be challenging and time-consuming to produce, but they can last for many years, engage your target market, and attract backlinks to your website.
Avoid Trending Topics
While creating content on trending topics can be useful occasionally, it is best to avoid these topics when it comes to evergreen content. A good example of this is pandemic-related content - while this content was useful and engaging during the time, it is now largely outdated and irrelevant.
Choose Popular Formats
In addition to the content itself, you should also consider the format. There are a few content formats that are timeless and will always engage users. A few examples include:
How-to guides
Listicles
Case studies
Video interviews
FAQs
Update Regularly
In many cases, you will find that even content that is written with a long-term approach will become outdated. Therefore, it is vital that you check your evergreen content regularly and make any adjustments to keep the information accurate and up-to-date. In particular, you will want to pay attention to outdated statistics and facts.
Monitor Performance Over Time
It is also important to monitor the performance of your evergreen content over the long term. You should pay attention to traffic, engagement, conversion rates, and bounce rates to determine what content is working well and what is not. You can then adapt and fine-tune for higher levels of success.
Evergreen content can engage your target audience and last many years, but it is challenging to create timeless writing that drives traffic over the long term. The above are a few long-term impact strategies that should help you produce evergreen content that will deliver results. While topic selection is key, you must also make sure that you consider the format and update and fine-tune content for long-term success.
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