Look for Evergreen Ways to Toot Your Own Horn
You probably have heard the word “evergreen” a few times since you started doing business online. The problem with the term is that it really does depend on your niche as to whether you really can create evergreen promotional content or not.
Even if it’s not truly evergreen though - meaning it lasts forever - if it lasts at least a year, you can consider it evergreen today. However, if you have a niche that’s not a technical area everything you do may work as evergreen content. It depends on your topic.
Now that is out of the way, let’s talk about the types of evergreen content you need to help you toot your own horn.
The simple thing to remember is that evergreen content isn’t a timely news piece, generally will not include content curation, mention any holiday or date, and is not about the newest trends. Instead, the content will provide information and education about the problem and/or the solution.
Educational Content
This type of content might bring up the problem that you solve. You may need to inform your audience that the problem exists. For example, if you publish an article about intuitive eating six weeks prior to launching your course about How to Eat Intuitively, it can work to promote that course, which is also evergreen forever. But first, you need to let them know that they have a problem not knowing how to eat intuitively anymore.
Background Information
Your story of how you came to be an expert in this niche is an evergreen story. How you came up with the idea or found the product or any background information about a problem, a solution, and issues like that will also be evergreen content that you can use directly on your blog, in your email messages, and in freebies to build your list.
Develop an FAQ
Every time you get a question or see a question you can answer, you can put it in your online FAQ which will serve as answers to your audience but as evergreen content, too. The good thing about the FAQ is that you can keep adding to it over time as you get more questions which will make it more useful as you go.
How to Tutorials
Teaching people how to do something timeless is always evergreen. For example, how to make a cake, how to calm a baby, how to clean a toilet, and so forth never really changes. But, how to use a particular software that you don’t control might not be very evergreen. So, think about the tutorial in terms of will this be good in a year or will it be out of fashion?
Reviews
A really fun way to include evergreen content if it’s appropriate for your niche is to have a review area of your site. Putting reviews up for any product that you ever buy or that you think your audience needs to buy can serve for a long time as evergreen content although if the niche is very technical, it may not last forever. Put reviews on a toaster or a kitchen appliance likely will still work even when the company updates the appliance.
Planning, developing, and creating content that answers every question your audience has all the way through their buying cycle and beyond requires a lot of evergreen content. You’ll need it for email messages, transactional messages, and for educational purposes. It can help to draw out your buyer’s journey so that you can visualize where you need this type of content. You’ll create it once, and rarely update it, plug it into your automation and funnels and you’ll be generating traffic, prospects, and leads, and even turning them into buyers in your sleep.