One of the most difficult tasks in content marketing includes the process of generating topic ideas. From strategy to conceptualization, it becomes increasingly difficult to set your brand apart from competitors, current events, and ‘here-now’ material. What’s more, learning to combine topic ideas with a sense of your company’s brand authority takes an incredible amount of patience, skill, and gentle guidance.
We know that content is an incredibly important element in today’s marketing mix, generating millions of clicks, visits, and revenue streams each year. This fact alone, however, does not make content any easier to create. For one thing, content production is not every marketer’s strong suit, and many find that it is more time consuming to produce than what a single marketer could successfully handle. For another, content is rarely ever conducive to the crunched work agenda. More complicated formats such as videos, contests, and infographics take weeks or even months to truly perfect.
Generating content that remains relevant and authoritative year after year may seem challenging at first glace, but it’s much simpler in practice than you would think. After all, evergreen content is necessary for brand success in today’s digital world. Let’s dive into the more intricate details below.
What Is Evergreen Content?
In case you are less familiar with the term, ‘evergreen’ in content marketing stands for any form of content that is able to withstand the test of time. This includes videos, blogs and articles, social media posts, and more. If a piece of content could be read six months ago and six months from now and still remain relevant, you can bet it’s an evergreen topic.
What makes a topic not evergreen? Usually one of the following elements:
- The content focuses on an event that will not repeat itself often. Think of a news release about a rare solar eclipse.
- The content revolves around a particular season, holiday, or time of year. These pieces will only be relevant once a year (think Christmas or the start of ‘summer saving’ events).
- The content discusses pop culture or recent trends. Due to the ever-evolving attention span of the internet, these pieces are likely to be well-searched at first and then lost to time shortly thereafter. Content about popular songs, celebrities, or movies often end up in this category.
It should be mentioned that evergreen content is not and should not be the end-all-be-all of content marketing. In fact, maintaining a solid balance between the two extremes is an excellent way to pace your growth and qualified clickthrough rate. There will always be a place for one-off content in your content marketing strategy, but when it comes to creating sustainable growth, evergreen is key.
What Are Evergreen Topics?
Evergreen topics must last over long periods of time, and should be relevant to people in many ways. Certain subjects and ‘pillar’ topics remain relevant longer than others, including ‘food,’ ‘romance,’ ‘parenting,’ and so many more. The bottom line: if people will always be searching for a certain subject, it is a solid evergreen topic.
What Does It Take To Generate Good Ideas?
Content is always king, but high-quality content backed by good ideas that delight an audience is sure to take the prize.
As you may already know, there are a number of a evergreen idea generators available for use or purchase online. However, creating lasting topic ideas that remain helpful and relevant forever is simple with a bit of invested time.
- Evaluate the topics your brand has primary authority over. Include a single industry to begin, followed by 3-5 subtopics.
- Compose, film, or edit your content with the highest quality possible. Shoot for the best you can do every time, with every attempt, and in every medium.
- Update your evergreen content over the years. Make older pages stand out with new statistics, relevant information, and fresh quotes.
Combining Brand Authority With Evergreen Ideas
When composing your evergreen content, it is paramount that you combine your company’s inherent expertise and authority into a piece that informs, persuades, or assists readers with their goals. A pest control company writing about home DIY trends or a lawn care service blogging about new parenting tips will likely both confuse and amuse the audience members in question. Develop an evergreen idea that willingly lends itself for use in brand authority without compromising on field of scope.
- Think about the type of leads that would be searching for your services. What sort of questions would they ask? How would their pain points be reflected in your keyword choices?
- Be the absolute definitive source on the topic you are pursuing. If you are looking to sell customers on your brand authority about gluten-free bakery items, all of your content must point back to this expertise.
- Check for errors in your content before you publish. Even a single misspelling or grammar hiccup could devalue your brand authority in the eyes of readers.
Your evergreen topics are more than just content: they are tangible elements of your brand’s authority. Use them wisely.
Positive And Negative Examples Of Evergreen Ideas
Evergreen content done correctly is an incredible boon for modern-day businesses, while poorly composed pieces are likely to weigh them down. In the case of these two companies, the difference is extreme.
The Not-So-Middle Medium
Medium was once a popular hosting site for blog and article content. Unfortunately, the company now stands as an example of what businesses should not do when writing evergreen content. Backlinks cannot be updated to new links, the site cannot host custom domains, the interior functionality all-but breaks list building, and the site restricts certain business models from posting. Not only does this make Medium the worst place to host evergreen content, but it serves as a great reminder of what brands should not do.
HubSpot Reigns Supreme
One of the most recognizable names in online advertising and CRMs is HubSpot. From a humble startup to a international enterprise, the company has established a history of success through many mediums, including evergreen blog posts. All topics are relevant and interesting, as well as speak to the company’s unique brand authority. The content is helpful, filled with dynamic and static elements, and appeasing to the eye.
Where To Go From Here
If you’re ready to begin producing evergreen content ideas, that’s great! If not? That’s also great. Remember that there’s never a rush to generate evergreen content ideas; only the prerogative that it must be timeless, flawless, and authoritative. The evergreen content you produce will serve as a lead and sales magnet for years to come.