Sports Marketing Examples: 12 Campaigns That Scored Big
Creating valuable content is the best way to attract and engage your target audience.
But do you want to know the secret to creating content that brings consistent organic traffic to your website for many years and even decades?
The answer is evergreen content. Yes, you read that right!
It’s a timeless treasure your audience will find helpful and enjoyable. As a result, they will keep coming back to your site, increasing the chances of them becoming a paying customer.
However, these benefits come at a price. Creating evergreen content requires careful planning, research and effort. From selecting a timeless topic to incorporating appealing visuals, the process can be daunting.
In this guide, we'll provide step-by-step instructions to help you create this type of content. Whether you're a beginner or an experienced content creator, you'll find valuable tips and strategies to captivate your audience with long-lasting content.
Evergreen content is the kind of content that remains relevant and valuable to readers over an extended period. Unlike trending or time-sensitive content, evergreen content doesn't lose relevance and can generate consistent traffic and engagement long after publication.
The term "evergreen" originated from the concept of evergreen trees, which stay green throughout the year, regardless of the season.
In the same way, evergreen content remains fresh and valuable, irrespective of trends or industry developments. It is timeless and can continue to attract new readers and serve as a valuable resource for existing ones.
One of the key characteristics of evergreen content is its ability to provide enduring value. It focuses on fundamental concepts, best practices and comprehensive guides that won't become obsolete quickly.
Examples of evergreen content include "how-to" articles, educational guides and expert opinions on universal topics. It also includes in-house content such as corporate policies, company mission statements and employee handbooks that stay relevant for years.
Before diving into the process of creating evergreen content, it's essential to understand why it's so important. Let's explore the five key reasons why evergreen content matters:
The beauty of evergreen content is that it stays relevant and valuable to your audience year in, year out. This means it'll continue to generate traffic, engagement and paid conversions even when it ceases to be a hot topic. But time-sensitive content, on the other hand quickly becomes outdated once the buzz has died down.
Creating evergreen content can attract a steady stream of organic traffic to your website. Organic traffic is the number of people that finds you through search engines rather than clicking on a paid Ad.
If your content remains relevant and valuable, it will have the potential to rank higher in the SERPs and attract visitors for a longer period.
According to the Harvard Business Review, 80% of consumers consider trust in the brand to be an important factor in their purchase decision.
Evergreen content helps establish your website as a reputable source of information. By consistently providing high-quality and valuable content on timeless topics, you can build trust with your audience and position yourself as an expert in your industry.
Search engines love valuable and informative content. And one key reason why evergreen content continues to soar in rankings is because it addresses topics that continue to deliver value to readers year in and year out.
Incorporating relevant keywords, optimizing meta descriptions and improving readability helps you enhance the SEO value of your evergreen content.
Evergreen content provides a wealth of material you can repurpose across different channels. You can transform a comprehensive guide into a series of blog posts, create infographics or videos based on key concepts, or share snippets on social media platforms. This allows you to create a cohesive content strategy and maximize the reach of your evergreen content.
Explore the five most popular types of evergreen content to determine which one suits your needs best.
Evergreen how-to guides provide readers with detailed step-by-step instructions to solve specific problems or achieve desired outcomes. They offer valuable insights, tips and strategies, empowering readers with actionable knowledge to tackle challenges and improve their skills in a domain.
For example, Visme offers the guide "How to Make an Infographic in 5 Easy Steps," which provides instructions for creating effective infographics.
Visme also provides graphic design ebooks that offer a comprehensive guide to best practices, trends, branding and everything related to visual communication.
These are popular, easy-to-read articles that present information in a concise, list-based format. They offer quick, digestible content and can cover a variety of subjects, from recommendations and tips to best practices and product comparisons.
Listicles provide readers with easily scannable and organized content, making it effortless to extract valuable information.
For instance, Visme has a listicle titled "80+ Best Free Presentation Templates to Edit & Download." It provides readers with a curated list of visually appealing presentation templates they can use right away.
Case studies showcase real-life examples to illustrate the effectiveness of a certain approach, product or service. They present a problem, the implemented solution, and the achieved results, often including quantitative and qualitative data.
Case studies demonstrate credibility and expertise, helping readers understand a particular solution's practical application and benefits.
Visme has a dedicated blog section that features informative case studies. These case studies showcase real-life examples of how individuals and businesses have successfully leveraged Visme to create impactful designs.
Evergreen tutorials are comprehensive guides that walk readers through the process of acquiring new skills, utilizing tools or completing tasks. They provide in-depth explanations, examples and visuals to facilitate learning and understanding.
Tutorials empower readers to master specific techniques or concepts, fostering confidence and proficiency in a particular area.
Visme provides tutorials, such as "A Beginner’s Guide to Creating a Presentation With Visme", which offers step-by-step guidance on creating presentations using the tool.
Industry reports provide comprehensive analysis, insights and trends within a specific industry or market segment. They provide readers with valuable data, statistics, research findings and expert opinions.
Industry reports help readers stay informed about the latest developments, understand market dynamics and make informed decisions in their fields of interest. They can also be referred to as repurposed white papers if needed. It's common to see an industry report in the top white paper examples.
For example, HubSpot's "Marketing Statistics" report equips businesses with the latest marketing trends and statistics, empowering them to adapt to industry changes effectively.
Now we have come to the critical and challenging part of this article: creating evergreen content. That said, there are no magical tips and tricks to create the content.
But here's a seven-step, strategic approach to creating the content for maximum impact:
Made with Visme Infographic Maker
Creating evergreen content starts with understanding what your target audience cares about.
Let's say you run a fitness blog. You'll have to ask yourself: are customers looking to stay healthy, fit, reduce stress, or build their muscles? These are all valid customer fitness goals.
But you can't possibly figure this out until you do research to identify their interests, pain points and preference. Once you've understood, you can steer your content in that direction and continue to generate value from it for years to come.
Creating a customer persona is one of the best strategies for understanding your target audience. The persona is a fictional character that represents your ideal customer. Use this persona to inform every aspect of your content creation, from the design and layout to writing style and voice.
And Visme's customer persona templates are the most efficient way to capture and present the persona. Here's an example template that you can use right now.
Keyword research is vital to make your evergreen content discoverable by search engines. Use tools like Ahrefs Google Keyword Planner and SEMrush to identify relevant keywords and identify gaps in the market.
Here are some more tips on approaching keyword research for your evergreen content:
When creating evergreen content, pick a topic that stays valuable over time. Look for subjects that don't rely on short-lived trends or current events.
For example, an article about “Graphic Design Trends to Watch in 2023” may generate a lot of traffic in the first few days, but then it loses its value. But, if you choose a topic like “The Importance of Color Theory”, it will remain helpful for years to come and doesn’t need frequent updates.
Focus on fundamental questions or issues that will remain important for your audience for a long time.
To identify evergreen topics, consider the following approaches:
Creating evergreen content requires crafting top-quality content. Ensure that your content is well-researched, informative and offers real value to your audience. Provide practical insights and actionable advice that readers can apply in their lives.
Follow these tips to craft high-quality evergreen content:
You can use Visme's AI writer to brainstorm evergreen content ideas and effortlessly generate engaging and well-written content. Also, you can use it to edit, proofread or summarize your text.
All you have to do is prompt the AI writer for what you want to generate and the tool will do it within seconds. Use this powerful tool for all your evergreen content creation needs and save significant time and effort.
Visual elements like images, infographics, and videos enhance the engagement and understanding of your content. Visual aids break up the text and make it more digestible for readers.
Also, according to a recent study, blog posts with more than seven images get 116% more organic traffic than posts without images. Here’s how you can improve the visual appeal of your evergreen content.
Grab your readers' attention from the start with a visually captivating blog header. The header sets the tone for your content and entices readers to explore further. Use Visme’s blog header templates to create an eye-catching blog header that captivates your audience and makes your content stand out.
Visme's drag-and-drop editor lets you customize elements such as color, font and images, enabling you to tailor the header to fit your blog's content. This customization helps your audience quickly identify your brand and build recognition, leading to a more engaged readership.
The power of visual content cannot be underestimated when creating evergreen content. Captivating and relevant images can significantly enhance your content's appeal and engagement.
High-Quality Photos: Incorporate high-quality photos that complement your topic and evoke emotions in your audience. Whether showcasing beautiful landscapes for a travel blog or presenting mouth-watering dishes for a food website, striking images can captivate readers and add depth to your content.
Browse through millions of stock images in Visme’s library and find the images you need for your content. Also, if you have a specific image in mind that you are unable to find anywhere else, use Visme’s AI image generator.
Provide a prompt to the tool and it will turn the text into captivating images, icons, illustrations, paintings and more.
Infographics and Charts: Include data visualizations such as charts, graphs and infographics in your evergreen content to make it easier for your audience to digest information. Also, making the data and facts visually appealing is one of the best ways to attract your audience and keep them engaged.
Visme offers 20+ types of charts and graphs and 30+ types of data widgets such as radial gauges, progress bars and many other data visualization tools.
And when it comes to creating infographics, Visme’s free online infographic maker is the best tool you can find online. Choose from thousands of infographic templates and customize them with the tool according to your content.
Custom Graphics: Create custom graphics and illustrations to reinforce your brand identity and add a unique touch to your content. Customized visuals can help you stand out in a sea of generic content and make a lasting impression on your readers.
Screenshots and Step-by-Step Guides: Use screenshots and visuals in step-by-step guides and tutorials to walk readers through processes effectively. Visual aids can clarify instructions and make it easier for readers to follow along.
Incorporating videos into your evergreen content strategy can take engagement to new heights. Videos offer a dynamic and interactive way to present information, making your content more memorable and shareable.
Tutorials and Demonstrations: Create video tutorials and demonstrations to guide your audience through various processes or tasks. Whether teaching a skill or showcasing a product, videos can provide clear visual instructions catering to different learning styles.
For example, if your evergreen content topic is "How to Search Jobs," you can create a video tutorial on writing a resume or cover letter. This type of content is timeless because it's useful for anyone needing to apply for a job.
Use Visme's explainer video templates to create the tutorial or demonstration on your products or services.
Interviews and Testimonials: Imagine having industry experts and satisfied customers sharing their experiences and insights right there in your content. It adds a special touch of authenticity and credibility that your readers will love.
And the best part? These videos stay relevant and exciting for a long time, so you'll keep wowing your audience even as trends come and go.
Here's a testimonial video template that you can use or choose from many other templates like this and customize to fit your content.
Animated Explainers: Use animated explainer videos to simplify complex concepts and captivate your audience. These visually engaging animations break down intricate ideas, making them easier to understand and retain.
Behind-the-Scenes and Vlogs: Offer a glimpse into your brand or organization through behind-the-scenes videos or vlogs. Showcasing your team, work processes or company culture can foster a deeper connection with your audience.
For example, here's a behind-the-scenes video that shows how the Tesla Model S was made. It’s a 10-year-old video that's still interesting and relevant.
Visme's free online video maker can help you create and edit a wide range of video types. It comes with custom animation capabilities, drag-and-drop tools for non-designers and customizable templates for all your evergreen video content.
When crafting top-notch and captivating content, Visme stands out as one of the best solutions available.
Don't just take our word for it – hear it from one of our satisfied customers, Anne McCarthy, the Senior Director of Learning Experience at EmployBridge.
“It’s easy to create something in Visme quickly that looks like we sent it out to an advertising firm to design.”
“My whole team has been using Visme for several years, but now seeing the kind of work we’re producing, our marketing team wanted to start using Visme.”
“If it’s something we need to turn around really quickly, we’re jumping into Visme. We either put together a one-page piece that’s easy to absorb, or we’ve started creating little animated pieces.”
Creating well-structured and visually appealing content is essential for evergreen success. A clear structure makes it easier for readers to navigate and absorb information. Utilize subheadings, bullet points and numbered lists to break down complex topics into easily digestible sections.
Additionally, place your visuals strategically, such as images, infographics and videos, to enhance the content's visual appeal.
For instance, if you're crafting an evergreen guide on "Effective Time Management," organize it into sections like "Setting Priorities," "Creating To-Do Lists," and "Avoiding Procrastination." Use bullet points to highlight key tips and visually represent data with visuals.
Once you've created evergreen content, promoting it effectively to reach a wider audience and maximize its impact is essential. Share your content across various channels, such as social media, email newsletters and relevant online communities. Engage with your audience by responding to comments and encouraging sharing.
With Visme's Brand Wizard tool, you can take your promotion efforts to the next level by ensuring consistent branding across all your content. The tool allows you to create and save branding assets like brand colors, brand fonts and logos, making it easy to maintain professional and cohesive brand identity in all your visual materials.
Incorporating your branded assets into your evergreen content reinforces your brand's presence and recognition, enhancing its appeal to your target audience.
Repurposing your evergreen content is a smart strategy to extend its lifespan and appeal to different audiences. Convert long-form articles into bite-sized infographics or create engaging videos summarizing the key points. You can also transform statistics or research data into visually appealing charts and graphs to captivate your audience.
Here are some other options that you can consider to repurpose your evergreen content:
You've created a great piece of evergreen content—congratulations! Now, you need to ensure that it stays relevant and fresh so that readers keep returning for more.
Follow these steps to refresh your content and keep it evergreen:
Regularly review your evergreen content to ensure the information is accurate and current. Update any statistics, facts, links or examples that may have changed since you published the content. By providing current information, you maintain the credibility of your content and keep it relevant for your audience.
Take the time to enhance the formatting and structure of your evergreen content. Break up long paragraphs into shorter ones, use bullet points or numbered lists to make it easier to read, and add subheadings to organize the content. This improves the overall readability and makes it more user-friendly.
Identify areas in your evergreen content where you can provide more depth or additional insights. Add new sections or examples to enhance the value it offers to readers. For example, if you published an article on "How to Create a Website," you can add a section for the latest tools and resources to help your readers create the website.
Don't let your evergreen content sit idle. Continuously promote and share it across various channels to ensure it reaches new audiences and provides ongoing value. Share it on social media, include it in your newsletters or repurpose it into different formats, such as podcasts and videos, to reach a wider audience.
Here are some of the frequently asked questions to help you understand evergreen content better and how it is better than other types of content.
A: An example of evergreen content could be a comprehensive "How-To Guide" on a particular topic that remains relevant and valuable to readers over time.
A: Evergreen content is enduring and retains its relevance regardless of its publication date. Timely content, on the other hand, is relevant only for a short period, often tied to current events or trends.
A: Evergreen content is pre-planned and developed to appeal to a wide range of audiences, regardless of the time of year or current events. Reactive content is created in response to a specific event or trend.
A: Evergreen content maintains its significance over time, offering timeless value. Trending content, however, gains popularity quickly due to its connection to current fads or viral subjects, but its relevance fades over time.
Creating evergreen content can seem challenging and time-consuming, but it’s a vital part of any content marketing strategy. If you can invest in creating content that will stand the test of time, you’ll find that it has a much greater impact on your audience than more fleeting pieces.
Use Visme to create all the visual graphics you need for your evergreen content, including infographics, charts, graphs, blog headers and more.
Moreover, you can craft visual evergreen content like infographics, Facebook posts, Instagram posts and LinkedIn posts. These visuals can act as standalone evergreen content and help you to reach a different audience than your text-based content.
Sign-up for Visme now and start creating, supporting and promoting your evergreen content effectively.
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