If you’ve been fol­low­ing my writ­ing late­ly, you’ll notice I’ve giv­en out a few tips on how to dri­ve more traf­fic to your old blog con­tent. I didn’t men­tion, how­ev­er, that one thing ties all those tips togeth­er: ever­green con­tent.

Ever­green con­tent is con­tent that doesn’t expire.

Ever­green con­tent isn’t based on trends, recent events, or indus­try announce­ments. Ever­green con­tent is infor­ma­tion that will be valu­able today, tomor­row, and a decade from now.

Whether you cre­ate list posts, link to old posts, or ignore key­words, mak­ing sure these tech­niques suc­ceed requires a strat­e­gy that focus­es on ever­green con­tent.

I’ve been writ­ing about gram­mar and social media for over a decade, and much of what I cov­er still applies today. My old­est writ­ing arti­cle “Bold, Ital­ics, and Overem­pha­sis” is 11 years old, but it’s still as use­ful as it was in 2004.

When I write ever­green con­tent, I fol­low Kevan Lee’s 3 keys to cre­at­ing ever­green con­tent:

  1. Be the defin­i­tive source
  2. Write for begin­ners
  3. Nar­row your top­ic

1. Be the definitive source

When I write, I speak as an expert. I know I’m not the only writ­ing expert or social media expert out there, but I know peo­ple turn to me for exper­tise and knowl­edge, so I present them with pro­fes­sion­al advice. Plus, when I come up in a search engine, it’s usu­al­ly because peo­ple want their ques­tion answered; I have to pro­vide that answer.

2. Write for beginners

My posts are writ­ten as tips and advice for peo­ple who need answers. They might be con­fused by two sim­i­lar words or they might have just start­ed their com­pa­ny Twit­ter account. What I offer is straight­for­ward tips that are easy to imple­ment.

3. Narrow your topic

When I cre­at­ed my com­mu­ni­ca­tions com­pa­ny, I decid­ed to focus on 3 areas: writ­ing, edit­ing, and social media. I don’t do pub­lic­i­ty, mar­ket­ing, or web­site devel­op­ment. I knew where my strengths were, and I tar­get­ed those strengths. My arti­cles reflect that.

You prob­a­bly aren’t the only play­er in your indus­try, but that shouldn’t stop you from being the defin­i­tive source, writ­ing for begin­ners, or nar­row­ing your top­ic. And it doesn’t mat­ter whether you’re a cake shop, bank, or home builder, cre­at­ing ever­green con­tent is pos­si­ble and crit­i­cal.

For ideas on pro­duc­ing ever­green con­tent, vis­it Ever­green Con­tent Ideas – The Ulti­mate List of 100 Ideas writ­ten by Aure­li­ja Pavil­ionyte of Hiplay, a cool app that lets you repost con­tent to social media.

About Kim Siever

I am a copy­writer and copy­ed­i­tor. I blog on writ­ing tips most­ly, but I some­times throw in my thoughts about run­ning a small busi­ness.

Fol­low me on Twit­ter at @hotpepper.

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