When determining what content you’d like to include on your website, there are a lot of factors to consider. Obviously, the content should be engaging and easy to digest as we’ve discussed in
. As well, you should strive to present a unique and helpful perspective in your content, to position yourself as a resource within your industry. Another important factor in determining website content is the concept of making it “evergreen”. This means, to ensure that your content stays fresh and valuable...attracting repeated visits to your site.
Creating well-written, resourceful content to market your business or service can be a daunting task, requiring much time and research. Because of this, it makes sense to make sure that the content that you are working hard to create stays current - and can be used and reused in your future marketing efforts. Enter the concept of evergreen content. So how do you go about achieving this? Take a look at these two examples of content:
Jack’s Diner has been serving up hearty fare for thirty years, since it’s grand opening in 1981.
Jack’s Diner has been serving up hearty fare for over (or nearly) thirty years.
The second example is evergreen content. When you’ve got a hankering for some mac and cheese, that text can be read on a menu at Jack’s today or in five years from today. Here are some rules of thumb to adopt when shooting to make your content evergreen:
- No Dates
- No References to Future or Near Past
- No References to Current Pop Culture - i.e. tv, movies, music, celebrities
- No Dated Reviews
The voice and narrative of your content is also an essential part of keeping your content timely. An all-knowing third party narrator - offering tips and resources to help or consumers solve problems and answer questions - helps to position the content as always current. It reads as sage advice - consistently valuable at any time. This concept also helps you to further position your business or service as an authority among your competitors.
Photo by Smithsonian Institution.