A surefire way to consistently bring eyeballs to your content is the "how-to" guide method. How-to guides are an effective and timeless way to empower your audience with the skills they need to grow and quickly equips them with practical information. This is a great way to attract audiences who are in the search phase of a journey. For example, I published a how-to video YouTube about "How to Make Audiograms in Canva" that harnessed more than 28K views. I was able to repurpose that video for other social media platforms, my website, and email list. Still to this day, people are still commenting and subscribing to my website as a result of the value they received from that one video. I chose a topic that people are still searching for today and provided a funnel for them to stay in touch and continue to learn from me if they found value in the content.
I love to connect with a targeted audience early in their awareness cycle, when they realize they have a problem. Problem-focused content tends to have a longer shelf like than the solution-based content that follows. Connecting with your prospects at that early stage not only gives you the opportunity to empathise with them, but also allows you an opportunity to "agitate" their situation, propelling them forward through the entire awareness journey. If you can gain their trust from the beginning, and continue to provide valuable content, you have the advantage over your competition.
Evergreen content that performs well makes sense of uncertainty, such as in the case of exploring trends and predictions. People are striving to make sense of uncertainty and ever-evolving trends and these pieces help provide clarity on where various sectors or industries may be headed. Additionally, what performs well is content that explains or informs people about a topic or issue they wish to learn more about. An article, case study, podcast, and so on, especially one featuring an expert view, can be leveraged to help others better understand what's happening in the industry.
The standout evergreen content that's consistently shone in my experience often revolves around "Ultimate List" or "Comprehensive Resource" formats. These pieces compile exhaustive, curated collections of tools, resources, or expert insights within a specific niche or industry. Their enduring performance is attributed to their utility—they provide a one-stop destination for audiences seeking a wealth of information, saving time and effort in their search. These comprehensive pieces position our brand as an authoritative source, attracting continuous organic traffic and backlinks while catering to the perennial curiosity of our audience, thus ensuring their sustained performance over time.
The "Write Summaries that Stick" blog post on Traverse consistently gets a lot of engagement. I think it's because it tackles a core problem many people face - the forgetting curve. By highlighting a unique way of encoding information, the post offers a concrete solution that's both actionable and backed by science. Furthermore, providing a step-by-step guide on how to create summaries that aid in long-term retention adds to its practical value. Lastly, this post resonates with a wide audience, from students looking to study more effectively to professionals wanting to remember business material better. It's a testament to how creating content that addresses a universal problem can result in high-performing, evergreen content.
One type of evergreen content that has consistently performed well is "How-to" guides. These guides, whether they're about fixing common household issues, cooking recipes, or tech tutorials, always seem to draw in readers. The reason is pretty simple: they provide practical, timeless value. People always need to learn how to do stuff, and they appreciate clear, step-by-step instructions. Plus, these guides often get shared a lot because people love to help out their friends and family by passing along useful information. That's why "How-to" guides remain a solid bet in content marketing.
For one of our orthopedic clients, we created a piece of blog content based on Carpal Tunnel Syndrome. We've previously created various guides that relate to their specific service offerings, but this piece stands the test of time compared to everything else we've created for them. In fact, traffic has increased year over year for the past couple of years, which is something we never expected when putting the piece together. There are two reasons why this article continues to do well: consistent updates and using Google's People Also Ask to our advantage. When we created the piece, we wanted to develop an in-depth guide that provided useful answers to people seeking information about carpal tunnel. Considering most people searching for terms around this subject matter might be in pain, suffering, and looking for answers, it was integral we created content that was factual, useful, and easily digestible. When laying out the organization of the piece, we focused on answering the top questions on the People Also Ask tabs, considering those are the questions people want answers to. The other reason for the success of the article is tied to the fact that we update the piece fairly consistently to coincide with new questions being asked (whether by actual patients or just Google) and any new treatment options. At its core, the reason why this piece succeeds is that we've taken the time to create something very specific to our audience that provides invaluable information about a sensitive subject.
One piece of evergreen content that consistently performs well is the growing guide series we developed for The Old Farmer's Almanac. Despite being seasonal, these comprehensive guides continuously drive traffic, year over year. They are consistently updated to stay relevant, which I believe is a big reason for their success. Also, Grammarly's blog post series focused on writing advice and grammar tips have proved to be timeless resources. They continuously draw in people searching Google for writing solutions. The key is that they offer unique value and address a common pain point - improving writing skills. Their high performance demonstrates the importance of understanding your audience and creating content that meets their needs and interests.
One piece of evergreen content that has consistently performed well is our in-depth guide on how to generate leads through email marketing. This guide features actionable tips and strategies and has proven to be a valuable resource for our audience. The reason for its consistent performance? Email marketing remains a timeless and cost-effective marketing tactic, making this guide relevant and valuable no matter the changing trends in the digital marketing landscape. For instance, we detailed methods on growing your email list, choosing the right email marketing service, and improving email open rates, all backed up with real-life examples and data. At the end of the day, the key is to provide practical, useful, and data-driven content that addresses the pain points of your audience. This guide nailed that, and as a result, it continues to generate traffic and engagement.
Blog articles consistently have staying power. Once you post a blog article, it lives on the internet for around ~2 years. Just sitting and waiting for the next person to read it. Time and time again, I'll put in a search term in Google and up pops an article from 2-3 years ago. If you want a quick win, go to TikTok or go to Instagram. If you want slow-burn content that brings in traffic for years to come—write a valuable (search engine optimized) blog post.
Content repurposing techniques have consistently performed well due to their ability to extend the lifespan and reach of existing content. By transforming written articles into engaging infographics, informative videos, or insightful podcasts, marketers can leverage different channels and formats to target new audiences. For example, a blog post about 'Top 10 SEO Tips' can be repurposed into an infographic shared on social media, a video tutorial on YouTube, and even an audio podcast episode. This strategy not only increases visibility but also caters to different content consumption preferences. Repurposing also saves time and resources by maximizing the value of existing content. By continually repurposing and redistributing content, marketers can maintain a consistent flow of valuable information to their audience, effectively driving engagement and expanding their reach.
An evergreen piece that consistently performs well is What Makes Christmas So Special? What makes Christmas a worldwide tradition? People love this evergreen content because it has a timeless appeal and stays relevant. If you're into Christmas, you'll enjoy learning about its history and how it has changed. It connects the dots between past customs and the cool things we do during the holidays now. It’s also a delightful resource for someone new to Christmas, with a comprehensive overview and captivating and informative style. Each part of the article dives into a different piece of the Christmas puzzle – fun traditions, heartwarming moments, and unforgettable celebrations. Through regular updates, we keep the article info accurate and valuable. This approach also ensures that the article remains popular over time and is a trustworthy source for our readers to get a more in-depth understanding of the magical journey of Christmas.
One evergreen content that never loses its zest is our 'Guide to Ethical Hacking'. In the current digital epoch, curiosity about the interplay between cybersecurity and ethical hacking is incessant. Everyone wants to fortify their virtual walls, and our guide demystifies the realm of ethical hacking, providing actionable tips to fend off cyber threats, making it an enduring favorite among readers.
The evergreen piece of content that has consistently performed well is the 'Content Promotion Checklist'. This checklist provides a step-by-step guide to effectively promote content, ensuring maximum reach and engagement. It addresses the subtleties overlooked by many marketers by highlighting the importance of promotion in the content marketing process. For example, the checklist emphasizes the significance of leveraging social media platforms, influencer collaborations, and email marketing to amplify content. By following this checklist, marketers can increase their chances of success and optimize their content strategy for better results.
One evergreen content piece that consistently shines is our 'Easy guide to mastering conversational Japanese from scratch'. I believe its success lies in its utility for anyone grappling with the Japanese language’s nuances. Regardless of changing trends, language learning has timeless relevance. From anime fans to global entrepreneurs, all see value in understanding Japan's rich language. Our guide takes readers from basics to complex conversations, making the journey less daunting. It’s like providing a language roadmap, and its enduring appeal proves people's perennial curiosity for cultures beyond their own.
Ultimate Guide Evergreen content helps in resolving the common problems of the reader. Different formats of evergreen content will consistently perform well. One piece of evergreen content that I would suggest for consistent growth is the Ultimate Guide. These formats usually address the most common problems. By providing some practical solutions, the trust among the audience starts building and helps encourage sharing. The audience prefers the ultimate guide because they don’t want to spend hours learning from different sources.
An expert roundup gathering insights from industry leaders on the latest content marketing trends. This evergreen content consistently performs well due to its relevance and the credibility of the experts interviewed. It offers diverse perspectives and up-to-date information, providing valuable insights for content marketers. For example, in a recent expert roundup, renowned content strategist Jane Smith shared her thoughts on the rising significance of video content in content marketing. Her expertise and the inclusion of other prominent experts create a comprehensive resource that attracts and engages readers.
Our best content is long form content about prohormones. I work in the supplement industry and one of our top selling categories are prohormones which are a category of muscle builders. It's somewhat confusing to customers as there's a variety of different products for different goals and also the nature of prohormones is that they need to be cycled ie taken for 4 or 8 week blocks and then people hop off them, they also may need to take an estrogen blocker while on a cycle and a PCT or a post cycle support product when they finish up. Because of how complicated these products are customers have questions, they love our longform content and its evergreen in that even if a new product comes out, its just a different blend of existing andros ie 1-Andros, 4-Andros, 19-Nors so the previously written content is still relevant. This is by far our best performing content.
The Ultimate FAQ dominates as an evergreen topic. This format is successful because it is accessible, comprehensive, and relevant. Users devour bite-sized answers, bookmark resources, and return for future needs. Regular updates keep your information fresh and earn your love from search engines and backlinks from your grateful readers. It is a content buffet with timeless information for consistent performance and consumer satisfaction. Provide a FAQ and watch your audience come back for more details.
One piece of evergreen content that has consistently performed well for us is our ultimate guide to software development. This comprehensive guide covers everything from the basics of software development to advanced coding techniques, project management tips, and industry trends. It has been a hit because it provides valuable information for both beginners and experienced professionals in the software development field. By offering practical advice and insights, we have positioned ourselves as a trusted authority in the industry, attracting a wide range of readers who find value in our content. Additionally, we regularly update the guide to ensure it remains relevant and up-to-date, which further contributes to its success.