Online content, whatever type of media it may be in, should be born out of effort. It must strive to provide thought-provoking question and answers or show solutions, all from deep-seated industry issues and down to mundane situations. Since the Internet is full of different kinds of content – articles, images, infographics, and videos – >developing one that has an edge over those scattered is essential.
Whenever possible, create evergreen content. It is timeless, valuable, high-quality and canonical. Evergreen content is important because the primary purpose of posting online is not to garner popularity or gain leads, but to provide information that can be used in every season.
Below are five tips to give you an overview of how evergreen content is made:
1. Write for beginners
In writing evergreen content, targeting experts is not advisable. These specialists already know a lot about your topic, and may even write it themselves. Also, experts won’t search for something that they already know. It will make your content useless and put your efforts to waste. In the process, you may even spark a debate that might create speculation about your authority. Instead of focusing on your article, this type of diversion might just delve into the controversy created.
In its place, write for those who have a lot to learn and are very interested in your topic. These are people who are eager to read everything about their preferred topic because they want to acquire all the necessary knowledge they need. There are beginners everywhere, every time, so you aren’t likely to lose your audience base immediately.
2. Narrow down your topic
Reading about a broad, generic topic can be boring. It is long and has no clear direction, since it aims to cover all the aspects of a topic. This will prove to be impossible, unless you do it in chapters. Generic topics are found almost anywhere on the web but doesn’t cover all the desired areas readers need to know. They are written in a manner where the details aren’t complete, which doesn’t really give much value to its audience.
A specific topic is more appealing to readers since it is tailored for a definite audience. It is easier for both the reader and the writer to create content from a smaller aspect of a wide topic, since much of it will be shorter and the details are more precise. These are content that cannot be found anywhere else that only experienced, insightful writers can make.
3. Make it an actionable step-by-step guide
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How-to articles and infographics are big online. Readers turn to online information because they want to grab instant but helpful and doable results. This kind of structure allows the reader to try to digest the information first before jumping to the next.
Dividing the content into sections allows the reader to understand the points better and not be confused with huge chunks of texts. It also suggests that you know what you are talking about since you are able to break it into smaller parts while maintaining the main idea.
Make sure that the information you are going to include are doable and realistic. They should also be compelling enough to be tried by your audience and not some generic guide. It should be something they haven’t read before or a simple twist of the usual how-to’s.
4. Regularly update content
Once your piece passes the standards of an evergreen content, it should be regularly updated. There may be developments that should be included in your article, such as recent events that may be cited as better examples. There may also be sentences or paragraphs that can be deleted to make way for newer information that are more useful. The deleted parts are not obsolete information; it’s just that there are fresher ideas that can overtake them to provide fresher content.
People will always refer to your content whenever they need reliable information, so it’s necessary to update your post with data that will be helpful to readers. Evergreen content should be able to relate to its audience. If there are terms that are not used widely anymore, the writer should be able to find a similar word that is relatable.
It is better to make adjustments than create a new version. Creating a new post takes time and extra effort. It also disregards the readership and social shares the content has acquired over time.
5. Avoid being too technical
The ability to impart your message using plain language is necessary to create evergreen content since you are talking to beginners, not experts.
Avoid using jargons in your post unless absolutely needed. When using them, however, always put a footnote or an explanation of the term so as not to lose your audience. Remember that the point of creating content is to share new knowledge. If it fails to fulfill its purpose because of complicated terms, it’s not worth anyone’s time.
Be confident that you can deliver your ideas in simple sentences. You can play around with words while maintaining its simple nature. Even if you are knowledgeable in the topic and subconsciously want to brag about what you know through using scientific or technical terms, do not make it hard for your audience.
Is your content evergreen? Send us more tips on how to create evergreen content for the web!
Note: This post is a guest post from a member of our DMR Insider Community.
Image credit: Brian Garrett via flickr