Most home service companies know quality content builds online success, but few realize there’s an easier way of doing it: evergreen content.
What is Evergreen Content and Why is it Important?
Content is generally an important factor for optimizing a company’s online presence, but it is especially important for the online presence of home service companies. From carpet cleaning to landscaping to roof repair to interior decorating, homeowners have a ton of needs that they try to address through online searches. Some homeowners will enlist the help of professional services while other will look to learn for do-it-yourself guides. In any case, people come to a home service website because they want to know how that business can help them solve a specific problem they have.
Considering that homeowners are especially concerned with learning about services, content truly is king. Obviously, content that is written for the sake of adding additional content will not do much to boost your website’s rankings on search results or to make the website more useful to potential customers. Instead, you should really be offering quality content that directly benefits visitors while adding to your bottom line. Of course, all this sounds great, right? The problems emerge when businesses start focusing on content only to realize that it is pretty hard to come up with relevant topics, write quality content, and publish it on a regular basis.
That’s where evergreen content comes in: content that is always relevant in your industry or niche.
How Should You Create Evergreen Content?
Evergreen content pieces can be the main or permanent, information-rich pages and documents on your website. On the other hand, evergreen content can be the source from which you draw on to compose shorter, more frequent blog posts – or it can be both. Regardless of exactly how you decide to utilize the evergreen strategy, the end goal is the same: to cut your content development time and efforts without undermining the quality and usefulness of that content.
Keeping that end goal in mind, it becomes easy to narrow down the type of topics you will want to write on: topics should be timeless and highly insightful without being overly technical. These topics should target visitors rather than search engines and web indices – these are the “How to Guides” and narrowly focused answers on specific topics that users are already searching for and they quickly establish your expertise in the industry.
Believe it or not, choosing the right topics is probably the most important and difficult part of any content marketing effort. Once your company has decided on a range of important topics it wants to focus on, your content developers can actually begin their work – and their work should be all about giving the content a depth that sets those articles, blog posts, or white papers apart from the competition. Your evergreen content is your chance to give people information that they can actually use – information that they cannot find on your competitors’ websites. The most difficult part of this stage is that the content must be extensive while coming off simply – your content should avoid highly technical jargon whenever possible, make use of humor and visual aids whenever possible, and never lose sight of the audience.
Where Does Evergreen Content Fit With Overall Marketing Strategies?
Once you have developed a few pieces of high quality evergreen content, you have to decide exactly how it is going to fit in with your overall content marketing strategy. Of course, each business is unique, each audience is unique, and each website is unique. Generally though, the search engines favor sites that offer high quality content on a frequent basis and visitors love websites that actually help them solve their problems.
Therefore, the best content placement decision will balance the need for permanent, information-rich pages with the need for consistent, frequent blog posts. The great thing about evergreen content is that can be modified and refitted for recycling on your newer posts over time. However you decide to make evergreen content work for you, it should somehow play a central role in helping you market yourself online while cutting down the amount of work required so that you can continue to focus on improving the lives and homes of American homeowners.
Hashir Ali is a blogger at Steamer’s Carpet Care, a carpet care provider in San Antonio and surrounding areas. Hashir is always looking for evergreen content ideas for his client.