Have you ever felt as if marketing is like being on a treadmill with no off switch? You either have to jump to safety or fall flat on your face, but neither of those will help you tell people about your business. You write something, share it on social media, and it gets a few likes and then vanishes from sight. You know consistency is important, but that doesn’t mean exhausting yourself. Having a consistent message is much more important than posting every day.
Here’s how shifting your focus to evergreen content can take the pressure off and still help you grow your business.
What’s evergreen content?
Evergreen content is content that will stay relevant to your audience long-term. It doesn’t talk about the latest trends or any story that was just on the news. It answers the frequently asked questions that never change, talks about the services you offer and who they’re for, and the challenges that new generations of clients will continue to face. Like “why isn’t my baby sleeping?” or “how can I market my small business without cringing?”
If you’re writing an FAQ post or an explainer that helps someone choose a service, it’s likely evergreen
Why is evergreen content better than daily posting?
There are people in the world for whom content creation is their whole business. Posting every day (usually more than once) is how they make money. That approach isn’t sustainable for most of us. We have clients to meet, services to deliver and products to make, so marketing needs to fit in alongside that. (That applies to me too. I make money by writing for other people and not via social media.)
Unless someone goes looking for you on social media, your posts will disappear quickly, whereas a good blog post can turn up in a search years from now, bringing new people to your website and email list. It can outlast months of daily social media posts with far less effort. The important thing is that it’s still helpful to your readers.
Is your content already evergreen?
If you’ve already written a few blog posts or are working on new content, you might already be creating evergreen content. As you write, ask yourself if a potential client has asked the question you’re answering, and how many times. Will the answer still be relevant in a year’s time? Are you trying to help people, or create something you think the algorithm will like? I understand the desire to keep up with shifts in social media, but helping the people who need you will ultimately win every time.
How will your audience find it?
The idea of creating something that may only exist on your website might feel scary. The good news is, there’s more to it than that (more on that in another post). On your website, make sure your helpful, informative posts are easy to find. Depending on what you write, you can describe it as a blog, a resource page, news updates or tips. Create a title that reflects what you’re offering and highlight it on your home page to encourage visitors to click through.
Ready for a chat?
If you’re tired of running on a content treadmill, evergreen content can give you a library of content that stays relevant for years to come. Imagine knowing that everything you create is genuinely useful to your readers and that you can dip in for inspiration and new social media posts whenever you need to.
If you need some help, I can write for you. When you work with me, I’ll get to know you and your business and write content that showcases your best self, helping you connect with your ideal customers.
You can email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
