If you aren’t writing evergreen posts for your blog, you could be missing out on extended marketing opportunities for your audience.
For a while now, I have worked to increase my marketing efforts for this blog. Specifically, I’ve tried to maintain a more regular Twitter presence, which seems to generate the most clicks back here. But a big part of my strategy involves evergreen posts.
I wrote about evergreens in the past. In fact, I wrote about them a few times because I think they can be very important for bloggers.
But what are evergreen posts?
In this case, evergreen refers to posts that are not time-sensitive.
An evergreen post does not rely on trending topics. Instead, they maintain a level of value, often indefinitely. A lot of the posts I write about blogging — like this one — fit into that category. I hope you may learn something if you read this post now. But someone else might read this same post two years from now and may hopefully learn something useful.
It doesn’t matter what’s happening in the news or what some celebrity or politician is or isn’t saying.
You can find value in that kind of post for an indefinite amount of time.
Most of the grammar posts I write are also evergreen. Once in a while, I may write a time-sensitive grammar post. Recently, I wrote about a dictionary’s selection for the word of the year. That post might be interesting for a few weeks. But next year, it won’t be. Other than slight historical value, it’ll be useless five or ten years from now.
But basic rules about grammar, why certain pairs of words confuse writers, or explanations of phrases we use without thinking about them, might be useful much longer.
That post lifespan can be very important.
Seem like a strange idea?
That might seem to fly in the face of some blogging strategies.
I understand why. Most bloggers want to be on the cutting edge of whatever trend seems to be getting everyone’s attention.
Let’s say there’s a particular celebrity who gets into some sort of legal trouble and you write about that person. Or let’s imagine a shocking crime that gets a lot of buzz online.
Writing about wither topic, assuming you have something entertaining or valuable to add, could get you some readers. You might tweet out your posts along with appropriate hashtags to ride the wave of a trend.
There’s nothing wrong with that.
But I just spent about an hour scheduling a tweet a day ahead for more than a month-and-a-half from now. Six weeks after a post about a trending topic goes up, you wouldn’t still be tweeting that same post out. A lot changes in six weeks. When it comes to trending topics, a lot changes in just six hours.
It’s the evergreen blog posts, then, that allow bloggers to promote their blog with specific posts long after the posts go live.
Sure, I’ll also tweet out more recent posts between now and then. But if one of those tweets pointing to an older evergreen post gets me an extra click, that represents at least one extra page view I would not have otherwise.
I don’t think there’s anything at all wrong with doing a mix of trending and evergreen posts.
But when it comes to a promotion strategy on social media, when you want to be able to repost things for a longer period of time, evergreens are the posts you’ll need.
Are you writing enough evergreen posts for your blog?
You can easily find out whether you have enough evergreens on your blog. Just sit down and schedule one tweet a day for the next month that points to a specific post you wrote.
If you have no trouble finding posts that seem as relevant next week as they were when you wrote them, you have a good amount of evergreens.
But if you’re struggling to fill just a month’s worth of tweets with content that is still relevant, you might want to consider adding a few timeless posts to your content. That way, if the unexpected ever happens — or if you want to take a blogging vacation for a week — you still have content you can send out to your followers!