There’s a saying that floats around digital marketing circles: Content is king. This saying is pervasive throughout the industry no matter what niche is being discussing for one major reason: It’s true.
So what is evergreen content, why is it important, and how can you create it?
A Step-by-Step Guide to Evergreen Content
The general definition of evergreen content is that it maintains its usefulness over time. That means an article about which stretch of road to avoid during your commute after a particular snowstorm if you don’t have a four-wheel drive vehicle wouldn’t fit the definition.
Why? While that stretch of road may be problematic after most snowstorms, it may be OK after others. This content piece is only talking about one particular stretch of road after one particular snowstorm, so this article will lose its usefulness once there’s a thaw.
On the contrary, evergreen content is useful over long periods of time. It won’t expire. It won’t quickly become obsolete. It will be a solid, long-lasting foundation from which you build the rest of your website on.
But how do you create it?
Step 1: Create content for your audience
If someone visits your website, they most likely have a problem. They’re looking for information about your product or service.
They may be in the early stages of their search for a new car, maybe they need to schedule service for their aging one, or perhaps they need something else. Regardless of what they’re looking for, you can be sure it’s geared to what you offer.
That means your content should fit your customers’ needs. Car dealers should create content around the brands they feature, their services, and their community.
Step 2: Solve problems and answer questions
Evergreen content typical remains relevant because it’s a solution to a common problem. It answers questions that multiple customers may have about a product. It compares one product to another. It goes into details that other similar articles might skimp on.
By solving common recurring questions and going a step further than what other content does, you automatically build in long-term relevancy to your content.
Step 3: See what works for other sites in your niche
While the idea of creating a piece of content that will remain useful for years may seem a bit overwhelming, figuring out what might work doesn’t have to be a big guessing games.
There’s no need to reinvent the wheel. A great way to get some ideas about what content may be good for your site is to do a little research and see what’s working for others in your industry.
You can do a quick Google search for common questions you get from customers or look on competitors’ social media accounts to see what people react to the most.
Step 4: Refresh dated pieces
Another way to create evergreen content is to take a piece of old content that may appear to be dated and then update it. By continuously rolling new information into old pieces of content, you keep it new and relevant.
One example is to take an old product review, like a car model review from a few years ago, and update it with information gathered since the original review was written. You can add new details like:
- How has the model’s Blue Book Value fared compared to its direct competitors?
- Has the model remained recall-free?
- How has the model performed in overall sales against its direct competitors over the years?
You can also add more images, videos, or information to whatever you already have on the page.
Evergreen content is valuable because it retains value and gives your website a solid base. It’s not a novel idea and doesn’t require breaking any molds, but it does require planning and research to ensure maximum benefit.
As long as you make a solid effort to solve problems and answer questions, your content should help your customers for long periods of time. And in turn, it will help your website and your business.
If you’re looking to partner with strategic content marketers who can help you create evergreen content for your dealership, let’s talk. Otherwise, check out this blog on how to get more leads for your dealership.
—Tim Backes is a Digital PR Coordinator at Stream Companies, a full-service Philadelphia-are advertising agency.