Last week I looked at the potential of evergreen content for SEO purposes, showing how it can work over time.
This time I’ll look at how to plan and create content like this, where to find ideas, and the different formats you can use.
Planning and idea generation
Ideas for content come from a range of sources, but here a few places to look for inspiration…
Matching your product to the content
Part of the challenge around evergreen is the nature of the product or service you’re looking to draw attention to.
For Search Engine Watch this isn’t too tricky. We’re about providing advice and insight into (primarily) search marketing, so that’s what we do.
However, it isn’t so easy for some businesses. Exciting brands like Lego can create (or get their fans to create) content easily thanks to the product.
But what if you’re selling pest control solutions, or insurance?
The deBugged blog from pest control firm Ehrlich is one example. Content such as guides to termites is evergreen, while there’s also some playful posts, insect brownie recipes for one.
Identify common user/customer problems
This is a great starting point for content creation as it ensures that the focus is on solving genuine issues.
Take a look at this from Repair Clinic. Its drop-down menus allow customers to navigate according to the problem they’re experiencing.
Now, this is a useful way to navigate, but it also reveals something about the process of creating content.
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