Here’s one of my all time favorite content hacks.
Steve W. sent over a great question yesterday:
What is your best advice on curating evergreen content?
I’ve been doing weekly marketing roundups but it’s not evergreen content…
Great question Steve.
Evergreen content is a secret weapon in content marketing.
Take this story about Abraham Lincoln and social media I wrote over 7 years ago.
In the last 90 days this story has generated over 1,600+ visitors & conversions.
A bonus with this type of story is every time Abraham Lincoln or Presidents Day comes around this post get’s increased interest and traffic.
Evergreen Content Is…
It’s important to know that evergreen content is content that doesn’t expire (or expire quickly).
Or put another way…
The ideas, concept, or news in the story is relevant when your visitor lands on it– even if it’s years down the road.
Think of evergreen content as the food that your survivalist uncle buys and stores in the basement. That stuff last 20 years.
Most curations and content that people write has a shelf life of yogurt.
After a few weeks you can tell it was written in a time capsule and not worth the stomach pains to digest.
And that yogurt won’t do you any good in the coming zombie apocalypse.
So here’s 2 secrets to making your curations evergreen content gems.
Secret #1 – Ask if what your choosing to write or curate about will be relevant in…
1, 2, 3, and even 4+ years?
At first blush most stories won’t seem like they can be.
Stories like the latest change to Google’s or Facebook’s algorithm– those are tough to make relevant beyond the here and now.
But most stories can be melded to be more evergreen.
That’s where Secret #2 comes in…
Secret #2 – It’s all about your commentary.
To make a curation evergreen write your commentary (your thoughts) in the present day.
Imagine someone landing on your curation in a year or 2 years.
How do you need frame your commentary so it will be relevant to them?
Remember this is the first time they are reading your story.
Don’t add dates. Don’t talk about anything that will scream “hey I was written years ago”.
In your commentary talk about the information or news that won’t go out of style.
Want to see an example?
This curation was published in 2012:
Yes we published that curated content in 2012.
Yes that is 4 years ago.
You’ll see one of the stories we reference is from 2010 and the other from 2012.
To this day this curation generates traffic each month and converts to emails and sales.
I’d argue that this curation is just as relevant today as it was back in 2012.
But landing on that story today you don’t get any hint it wasn’t written yesterday.
We write and position our commentary that way to make it evergreen.
You want to do the same with your commentary.
One more thing… it’s also important to think about your headline. Ensure your headline is just as evergreen as your commentary.
It’s really that simple. Don’t over-complicate it.
Publishing evergreen curations is something you can easily start doing right now.
Everyday when you fire up the Listening Engine you’re going to get a fresh release of more than enough stories to turn into evergreen curations.
All that’s left for you to do is follow the two secrets above and click publish.