Why Every Business Blog Needs Evergreen Content

When it comes to the different types of content you can publish on abusiness blog，有一个可能性的世界。但是，在所有这些博客内容的变体中，非常重要的内容经常被忽略。

我的朋友，那是evergreen content，每个博客都可以使用一些。在本文中，我们将深入了解Evergreen内容是（也不是），为什么它对博客的成功如此重要，以及如何有效地为您的业务利用它。

What is evergreen blog content?

Just like the name indicates, evergreen blog content stays useful season to season, year to year with little or no need for upkeep. It can be referenced long after it was originally published, and even then, it's still valuable to the reader. If you're wondering what makes blog content "evergreen," it typically encompasses the following three characteristics:

• Timeless:如前所述，常绿的内容经受了时间的考验。除了有时需要在这里和那里进行一些调整外，常绿内容不会发生太大变化，而且实际上是永恒的。
• Valuable and High Quality:In order to reap the true benefits of being evergreen (which we'll cover in the next section of this post), blog content must bevaluable and high qualityenough to get noticed. If a piece of blog content that youintendedto be evergreen isn'tvaluable to your readersand doesn't attract substantial views when it's first published, it will never become evergreen.
• Canonical:Evergreen content is usually the canonical, or definitive, piece of content your business has on that given topic. It's in-depth, detailed, and it likely took you a lot longer to create than some of your other, non-evergreen blog content.

但是我们在这里谈论网络，对吗？事情在哪里快速改变闪电？根据您的行业变化的速度，创建常绿内容可能或多或少困难。要记住的重要事情是，在网络上，即使持续一两年的内容对于您的特定行业来说是相当常见的。

Why Evergreen Content is Crucial

Okay, so now you have a better sense of what makes certain blog content 'evergreen,' but you're probably still wondering what all the fuss is about. Why is evergreen content so valuable to a business? There are three main benefits that evergreen content can provide for a blog:

• 高搜索引擎排名：Because of the quality and timelessness of evergreen blog content, it will typicallyrank very well in search enginesover time. This makes it critical for bloggers to make sure evergreen content is well-optimized with the keywords for which they're trying to rank in search engines.
• High Traffic:由于常绿内容通常在搜索引擎中达到高级排名，因此它得到了更多的排名，这意味着它在最初发布后很久就会贡献出稳定，连续的流量到您的博客和网站。
• 继续产生潜在客户：As a result of the continuous traffic it generates, evergreen content that is optimized for lead generation also has a powerful capacity to continually generate leads over time. The HubSpot Inbound Marketing blog, for example, which has published nearly 3,000 articles to date, can credit a lot of the day-to-day leads it generates to articles that were published months and even years ago.

换句话说，常绿内容之所以如此有价值的原因是因为它在您发布后很长时间对您有效。这就是为什么将常绿内容纳入其策略的博客有优势的原因。如果您以新闻为中心的方法来创bob官网官方网站建内容，并且仅发布有关破坏行业新闻的内容，那么您的博客内容将变得过时且无关紧要，并且不会产生持久的流量。

Evergreen content, on the other hand, guarantees SEO, traffic, and leads over time. And in today's marketing world where regular andconsistent content creation是营销人员的工作吗，谁不会欣赏常绿的内容的永恒收益？

Examples of Evergreen Blog Content

Still confused about what types of blog content you can consider evergreen?

考虑到我们上面讨论的三个特征，以下是具有常绿潜力的博客内容的一些示例：

• Resource lists of curated content (e.g.36 Awesome Social Media Blogs Everyone Should Read)
• Your business' everlasting stance on an industry issue (e.g.每个小型企业都应该写博客的6个原因)
• Answers to frequently asked questions in your industry (e.g.When Lead Scoring is a Marketer's Waste of Time)
• Historical accounts (e.g.The History of Marketing: An Exhaustive Timeline [INFOGRAPHIC])
• How-to guides/tutorials on topics that don't change (e.g.How to Create a Facebook Business Page in 5 Simple Steps [With Video!])

With that in mind, here are some examples of content thatwouldn'tbe considered evergreen:

• 日期/时间/情境特定内容（例如Brian Halligan's 2010 Marketing Wish List)
• Breaking news (e.g.打破:Facebook庵野unces New Subscribe Button)
• 数据和统计数据(例如25 2012年令人叹为观止的互联网营销统计数据)
• Speculative content/Opinions about news (e.g.How Path is Making 'Small' the New 'Big' in Social Media)
• Content about specific events (e.g.The FIFA World Cup: The Biggest Event in Social Media Yet?)

In general, topics that don't change (or change very little) over time are a good indication they'll have evergreen potential. The ultimate question to ask yourself when trying to decide:Will people still read this and think it's interesting a year from now?

4 Steps for Evergreen Content Maintenance

While content that is truly evergreen won't need very much maintenance over time, it's a good call to audit your evergreen content every once in a while (say, every 6 months) to look for opportunities for improvement. Because your evergreen content will continue to generate traffic and leads, you'll want it to stay as fresh as possible.

1. Identify your evergreen content.

The first thing to do is identify your existing evergreen content. For this, you'll need to consult your博客分析. First, sort your articles by top views. This will help to eliminate the content thatisn't常绿。要进一步缩小列表，请消除该主题的最高视图类别中的文章不是evergreen (e.g. news, event-specific, etc.).

现在，看看您的剩余帖子仍在为您的业务生成潜在客户。你也可以看你的keyword metricsto determine if any of these top posts rank highly for specific keywords you're trying to rank for. From this exercise, you should be able to come up with a list of evergreen blog content that you should audit -- and add to -- over time.

2. Update your content.

Your next step should be to update the content you've identified as evergreen. Have there been any recent developments on the topic that would make a great addition to the post? Do any examples or statistics (maybe you have more compelling ones now) need updating since you last visited the post? Does anything that no longer applies need to be deleted from it? Make the appropriate adjustments.

要记住的重要事情是您想更新现存的post rather than create a completely new one. This is because you want to keep leveraging the SEO benefits the post has already built up, not start from scratch. If it's been a while since the post was originally published and you'd like to give it more attention than what it gets from search alone, consider republishing the post as new -- just use this tactic sparingly.

3.保持您的CTA新鲜。

When conducting your evergreen content audit, pay attention to each post's呼吁采取行动(Each post does have one, right?). Is that CTA the best CTA for this particular post? If the post is already generating a lot of traffic, you want to serve people with the best possible CTA. Select your high-performing offers for the CTAs of these posts to get the most bang for that post's lead generation.

If it's been months since you updated the post, it's possible you've created a new ebook, webinar, or another relevant offer that is fresher that the CTA you used originally. Or perhaps you've just updated your CTA design since then, and you need to replace the stale one with your new design. For HubSpot customers, theCTA模块makes it very easy to update CTAs, allowing you to automatically replace an old CTA design with the new one for every blog post for which it was used.

4. Make sure your posts are search engine optimized.

If you're a regular and consistent content creator, chances are you probably aren't nitpicking every single blog post you publish for the best possible SEO.搜索引擎优化takes time and careful consideration, so it's understandable that you might get lazy here. But when it comes to evergreen content, making these posts search engine optimized as best as possible is very valuable.

如果帖子已经产生了高水平的流量，那么您将从花时间来帮助其排名的其他一些关键字中受益。通读您的帖子并确定机会，以包含这些关键字并将其链接到您想要对该特定关键字排名的页面上。

5. Create new evergreen content.

创建evergr总是寻找新的机会een content. Is there a niche topic in your industry that has been written about very little which offers an opportunity for you to create a canonical, evergreen piece of blog content? Jump on it! Evergreen content is a powerful asset for your business, and being able to create more will only add to the everlasting benefits of your blog.

如何利用常绿博客内容

Okay, so you've identified your existing evergreen content and you know how to start creating even more if it. But there are still a couple of other things you can do to maximize the benefits of your evergreen content.

• Link to Evergreen Blog Content in Other Content:Because your evergreen content is virtually timeless and also likely some of your best content, it behooves you to link to it in the other content you create (e.g. other blog posts, ebooks, web pages, etc.). This will drive even more traffic to it and help you leverage the power ofinternal linking, which is an overlooked yet important part of search engine optimization.
• 在社交媒体中促进常绿博客内容：常绿含量可以是为您的社交媒体推广而推动的大量内容。这是您最好的内容，尽管搜索自然会为您的常绿内容带来很多流量，但社交媒体也可以帮助吸引流量。当HubSpot首次开始将常绿含量纳入其社交媒体策略时，our initial experimentmore than doubled the amount of social media traffic we were sending to the blog. Today, the promotion of evergreen content is a regular part of HubSpot's social media strategy, and since we conducted our first evergreen promo experiment, we've seen even more tremendous growth in social media referral traffic to the blog.

Of course not all blog content you publish has to be evergreen. There are definitely benefits to having a healthy mix of both evergreen and newsworthy or timely content. Are you mixing evergreen content into your blogging strategy?

Image Credit:乔克里兹