Trends come. Trends go. It takes about 24 hours for a video to see the end of it's life.
And that's just not good enough for me.
Evergreen content withstands the test of time, continually providing value and relevance to your audience. It's timeless. And it's something that a lot of entrepreneurs are overlooking right now because social media is FASTER. It's moving at lightning speed, and it can get quick results.
But: what if you stop?
Crickets.
- No growth.
- No clients
- No money.
Timeless content transcends fleeting trends and remains relevant, informative, and valuable long after its initial publication. It addresses fundamental topics, solves enduring problems, and provides insights that stand the test of time. By taking the time to both understand the characteristics of timeless content, and then infuse the creation of this content into your marketing task list, you can create pieces that continue to attract and engage audiences years after their creation.
No 24 hour content cycle here.
Your first step is to do some research. I know - whomp whomp. Boring. But necessary. Evergreen and timeless content has to stand the test of time, so you want to make sure you're doing the legwork. Conduct in-depth research to uncover subjects that are not tied to current events or temporary trends. Look for topics that address fundamental questions, provide practical solutions, or offer insights that remain relevant regardless of the passing of time.
What are the things your audience will be asking 15 years from now? That's the research.
Once you have identified evergreen topics, you can brainstorm a big list of content ideas that will resonate with your audience for years to come. Consider formats such as comprehensive guides, in-depth tutorials, expert interviews, and actionable tips, tricks and hacks. Focus on providing value that is relevant now, but will be relevant in 10 years, offering timeless advice, and answering questions that are likely to be asked by your target audience over an extended period.
EXAMPLE:
If a divorce coach were to create a blog post called Mastering Divorce in the Age of TikTok: Navigating Breakups and Dating Apps in 2023 it's relevant now, but is likely to be outdated in just 6 months. The content will quickly become irrelevant.
On the other hand, if that same coach created a blog post called Finding Healing and Empowerment After Divorce: Essential Strategies for Women which is full of practical advice and empowering insights that withstand the test of time, her content would remain relevant and valuable regardless of the current trends or societal changes.
Beyond just the list of content, it's important to remember that the structure of your content plays a crucial role in its timelessness. Organize your content in a logical and coherent manner, using headings, subheadings, and bullet points to improve readability and navigation. Break down complex concepts into digestible chunks, ensuring that your content is easily understood and can be referenced over time.
Think: readability, ease of digestion and SEO.
- Is it easy to read?
- Is it easy to consume and digest?
- Will this still be able to be discovered in 10 years?
On that last bullet point: SEO is a critical component for evergreen content. Optimizing your timeless content for search engines is essential for long-term visibility. Conduct keyword research to identify relevant and evergreen keywords that align with your content. Use these keywords strategically in your titles, headings, meta descriptions, and throughout your content to improve search engine rankings and attract organic traffic over time. However, also recognize that the keywords that work today might not be working so well in 5 years, so it's important to periodically update and revisit your evergreen content. To keep your timeless content fresh and relevant, don't hesitate to periodically update it with new information, insights, or examples. Pay attention to industry trends and changes in your niche to ensure your content remains accurate and up to date. Lastly, it's always a great idea to consider repurposing your evergreen content into different formats, such as ebooks, podcasts, or video series, to reach new audiences and extend its lifespan.
Lastly, remember that social media is a powerful tool to promote business, I'm certainly not denying that. However, it's important to recognize that the lifespan of a social media post is fleeting, often lasting only 24 hours before getting buried in the endless stream of content. On the flip side, evergreen content offers a timeless approach that can withstand the test of time. Incorporating an evergreen strategy into the marketing efforts of an entrepreneurs business creates valuable and enduring content that remains relevant for years to come. This not only helps to establish your expertise and credibility but also allows you to avoid constantly hustling and chasing the next viral trend. Instead, you can focus on producing high-quality, evergreen content that provides long-term value to your audience, builds trust, and helps your business maintain relevance in an ever-changing business landscape.
Striking that balance between timely social media engagement and evergreen content creation is a dance, but when you learn the process and find the system, it becomes the reason your business is still relevant in 10 years. Because let's face it: social media could go away tomorrow and if it did? Would you have a business?
Hard things to think about there.
Until next time,
Jessica
