First things first, what is evergreen blog content, and why is it such a large part of your overall marketing strategy? Well, simply put, evergreen content is content that is continually relevant and stays “fresh” for your readers. Evergreen content is considered sustainable and lasting. For example, a blog post about 2017 tax implications for small business owners will not get as many views in 2019 because it’s simply outdated now. On the other hand, a blog post about the top considerations when deciding when to retire is an evergreen topic that could get views for years and years.
Creating timely, relevant content on current events or trending topics is key to any blogging and marketing strategy. However, evergreen content – content that will be relevant to your viewers years from now – will likely give you the biggest “bang for your buck” over the long term.
4 Examples of Evergreen Blog Content
So, how do you go about creating sustainable, evergreen content for your advisor blog? Today we’re sharing four great evergreen blog content options that you can begin to pull together today to help boost your firm’s SEO rankings!
1. interviews with experts
Interviews are generally a great form of evergreen content because they are everlasting and can easily be recycled. The interviews you conduct can be with members of your team, industry leaders and other experts. Be sure that the source is reputable so that you are putting out trustworthy and informational content out, as you want to be seen as an industry leader where visitors can check out your site and feel confident that what they are receiving is helpful and informational but also legitimate!
Here at Twenty Over Ten, we collaborate with many other thought leaders in the financial services industry to submit blog content to our blogs. For example, in the blog post above, YouTube is the Bay Window of Opportunity for Advisors in 2019 was penned by Sara Grillo. Not only is Sara a CFA but she has been a marketing consultant for the last three years, so she has a wealth of knowledge about numerous topics from marketing to finance and more. Not only is her article filled with information that will always be relevant and helpful, but as a trustworthy source, you can trust her information is factual.
2. monthly or annual synopses
Having a synopsis is a great way to get an overall rundown and have information or even a general survey about some type of information on hand for visitors to always access. It qualifies as evergreen content, as it can always be referenced and can be considered timely.
3. how-to guides
Having “how-to” guides are a great way to provide simple and useful information for your readers! It’s pertinent that you create content that provides value to your particular audience.
Using a keyword such as “how to” in the front of your blog post title can also make your content more valuable to searchers and your readers making it favorable content in the eyes of popular search engines like Google. Teaching your readers how to do something will never go out of style!
Your how-to guides can be optimized, however, as you find additional links that are pertinent to the guide, or some information that can be inserted, so be sure that you are constantly updating them.
The above blog by Twenty Over Ten is an example of a “How-To” guide that includes the marketing tools you need to use when starting a personal finance business. This is the type of information that will never go out of style as someone could search for this at any point and find it relevant! Just be sure to go back and optimize it as more tools become available or products get updated.
4. tips and tricks
Who doesn’t love a simple trick or tip to make running your business easier?! Making your life simpler at work is something that will always be up to date. Much like the how-to guides we mentioned above, you can optimize this content, as well, finding links and additional findings, while always taking out something that may be a bit older.
In the above blog, Does Your Website Pass the 5 Second Test? Tips, Trick and Examples to Give Your Website the Boost it Needs, this type of content will never out of style! If you have someone looking to boost their advisor website, the 5-Second Test is something that will always be useful. It’s not a fad…simply making sure someone can figure out what your website does in 5 seconds is a test that can be used again and again for years to come!
5 Tips for Writing Evergreen Content:
Now that you’ve got some ideas of the different types of evergreen content you can produce for your blog let’s discuss how you can now go about writing top-trending evergreen content.
tip #1: Choose the right keywords
Like any of your other content, be sure that you are working with the best keywords for your niche! Research what is trending and use strong words that are in your industry.
Keywords communicate to top search engines like Google what information is on your website. When a phrase is entered into the search box, search engines want to pull the most relevant and useful websites to populate the search engine results page (SERP). To do so, they rely on the keywords you use in their algorithm to determine if your website fits the criteria.
Try and think about what your prospects are searching for. Include those words in your blog content and this will increase your chances of being included on the first page of the SERP.
Tip #2: Optimize for search engines
As mentioned above for keeping your content fresh, don’t forget about SEO optimization! When you are doing this, some things to keep in mind are:
Add alt text to images
Simply put, alt tags are descriptions for the images on your website. Images are crawled by Google’s search engine bots, however, the bots aren’t able to read the images … they only know text. For this reason, it’s pertinent that there is text to tell them what the images are.
It’s generally as simple as, “Title, Description” Also, keywords are important to use even in your alt texts if it makes sense! The search engines will pick up on those chosen words when they crawl the images, as well!
Within the Twenty Over Ten platform we’ve made adding alt text to your images a cinch. Simply select the image you want to add your alt text to, click the “i” in your toolbar for alternative text and type in the content of your choice.
Put your keyword in your post title, URL and throughout the body, but beware of keyword stuffing.
You want to use your keywords throughout your site, but don’t force them too much, because this can come off as “spammy” and is known as “keyword stuffing.”
They can be used in your bio, on your homepage, or in blog posts. They can be placed almost anywhere on your website and be considered a keyword, but don’t think too much about them, as they should come naturally if you are creating strong content about your niche and industry.
link related evergreen articles together.
Internal linking is a great way to boost your website’s SEO! It leads visitors to other similar articles on your site that they may be interested in, which in turn will keep them on your website for longer which can boost your website’s SEO rankings, so it’s a win-win situation!
Not sure internal links are that important? Here are three main reasons among others why they are so important:
- They allow users to navigate a website.
- They help establish information hierarchy for the given website.
- They help spread ranking power around websites.
With all of the different blog posts and pages you’ve published on your website, you have got to get the most of your site and the work you put in, and that comes down to how you link your pages. Internal links are huge for link building because you can control everything about them, from the location on the page to the anchor text.
Tip #3: Write for Beginners
Even though you want to prove that you are, in fact, an expert in the field, write in a way that someone who is just starting out in finance would understand. Remember that experts are more than likely NOT going to be searching on broad topics, and you want to generate evergreen content for a large and recurring audience.
The above blog by Twenty Over Ten, How to Use Google Keyword Planner for SEO: A Beginner’s Guide, is great because it is broken down simply for people that are just starting out, because while the concept of using keywords is fairly simple, not everyone has used Google Keyword Planner, so it is helpful to break it down so that even someone who is just starting out can easily understand how to use it!
Tip #4: Avoid Overly Technical Language
Just like the above point, be sure that you are avoiding language that is too technical. Beginners often don’t understand overly-technical language and financial jargon, so try to avoid using this whenever possible.
Tip #5: Repurpose Your Content
When you create a great piece of content, there are many ways you can spin it and re-use your great ideas in various formats. You want to create content that has a long shelf life to save you time, and so that you can recycle or repurpose it in the future. What are some of the topics that you can use for this?
- Industry tips
- Explaining common tips and concepts
- Testimonials and product reviews
See if you can work these topics in when you can, and it will greatly increase the life of your content!
You want to create content that lasts! As a busy financial advisor, being able to repurpose your content is key, as it saves you a lot of time! Additionally, when you create really strong work, it’s good to know that it can last for a long time, and not just be viewed once then it’s finished. We hope that these tips and examples have helped you with when it comes to creating long-lasting and strong blog content for your advisory firm!
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