Are you creating evergreen content? Evergreen content is content that has an unlimited shelf life.
Ideally, you want to create content that is rising the Google search engine rankings. It takes a long time to get your pages ranked on Google.
If you are producing content that is helpful to your prospects, then your content is always helpful.
The longevity of most content, particularly if it is not related to a short term sale or a season, means that many of your website pages are solving customer problems for a long time.
Inbound marketing is the process of using content to guide your prospects down the sales funnel on your site. It's the process of attracting people, then engaging them with useful content, and converting them on appropriate actions and offers.
Inbound marketing culminates in delighting your leads by actually converting them into customers amd encouraging them to become fans and advocates of your product or service.
75% of HubSpot's blog views and 90% of blog leads come from old posts.
(HubSpot, 2014) (Source: https://www.hubspot.com/marketing-statistics)
The first step it to always make sure you're answering people's questions, providing content that is relevant to the people coming to your website. Engaging, entertaining, educating comes from visually attractive, strong content, not wishy-washy words on pages.
Your evergreen content also needs to be keyword focused, making sure that you're going to capture people's attention. If it's content that you're posting on social media with a link back to your website, make sure that visual is strong with really catchy headline.
If you're going to get ROI out of inbound marketing, you have to create content that lasts beyond the moment. Content that is evergreen can be used over and over again on social media on a regular and consistent schedule.
The reason why it's so important to employ evergreen content it is that the world of sales has completely changed.
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
(Demand Gen Report, 2016) (Source: https://www.hubspot.com/marketing-statistics)
The consumers have all the power. They're the ones who can read the websites, discover, and learn what's out there all the websites of the world.
As business people, it's absolutely part of your job now to create content and provide information to the customers via your website.
Most importantly, you've got to go ahead and go through the process of creating content for your website. If you want to get ROI, you've just got to do it.
Let's put that into perspective. It's all well and good to say, "Let's create content," but let's talk about actual volumes of content. We're not talking about a page a month, a blog a month. We're talking about a blog a day, making it evergreen means the investment last for a long time.
