What is evergreen content?
Join our host, Toby Rosen, as we not only unpack the distinct difference between blogging and Evergreen content, but also argue the case for why Evergreen content should be the cornerstone of your SEO and marketing strategies. Ever wondered why your blog posts don't seem to generate consistent traffic to your site? Allow me to transform that curiosity into knowledge as we delve into the world of Evergreen content for legal marketing.
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What is Evergreen Content? Welcome to Legal Marketing 101, I'm Toby Rosen. Today, we are obviously talking about Evergreen content and why it's important, and we're answering the question why shouldn't I just blog? What's the difference between Evergreen and blogging? So you may have heard of Evergreen content, but do you truly understand what it is and why it's such a game changer for legal SEO and legal marketing? Today's episode is going to be a little bit shorter because we'll have more about your website to unpack later on, but let's break down Evergreen content specifically. Evergreen content is like the timeless classics in your legal library. It's like the Constitution or Black's Law Dictionary. It's kind of the foundation of everything else we want to do with things like SEO. Evergreen content is designed to remain relevant and valuable to your audience for an extended period of time, maybe years. This type of content often takes the form of articles, guides or videos that address fundamental legal topics, common questions or dig into ongoing issues in your practice area, but the common thread is that the content is always useful, informative and isn't going to quickly expire or lose relevance. But why is this important? What is this content really doing for us? And some of it should be kind of obvious if you have any experience with SEO. But there's more than one reason Evergreen content should be a cornerstone of your marketing and SEO strategies. First, evergreen content produces more consistent streams of traffic for your website than some time-sensitive or dated types of content like blog posts. These can spike your traffic briefly when they're published, but then they'll taper off. So Evergreen content helps us attract users month over month and year after year, and it's also helping us build authority. Creating in-depth, informative and engaging Evergreen content can help you demonstrate expertise to clients and any other website visitors you may have. But in the SEO realm, we also want to be building authority for our website and our pages. If you can be seen as the go-to source for information about a particular legal issue or process, in the real world, your website could be a similar source for information, and your Evergreen content pages are ripe for backlinks. Don't know they're not going to change and that linking potential is beyond the opportunity you're tapping into with Evergreen content, because search engines also love Evergreen content. It's not that they hate blogs, and there are plenty of new sites that are ranking well on Google, but Evergreen pages really align well with Google's goal of providing valuable, relevant information to their users, and that's before we get into the whole conversation about featured snippets and the rich data Google is integrating into the results page. The reality is, though, that Evergreen content is just more cost effective than blogging. We get better results, better SEO performance and more clients from a well-structured library of Evergreen content, and it keeps working for us without having to stay on top of some kind of schedule of updates. I do like constant content production, and I'll always push for it with the firms that I work with, but if we only have one option, I'm going to try and create pieces of content that are going to work for us for a long time, and by now, I have definitely trashed blogging a bit, and you may be thinking, toby, I've had really good results from blogging for a decade or more. Why would I stop doing that? And if you've been doing it for a while, or even a few months, what I would really say is don't stop. What you're doing right now, very, very probably, is creating content that is actually Evergreen, and I'm not going to talk about the benefits of Evergreen over blogging because it's easier to sustain growth or because it requires less input or less frequent input, and while those things are true, and that whole boost of traffic from a new blog post syndrome is real. That's not why Evergreen is better or why thinking Evergreen is better. It's better because of the asset we're building. There is certainly a time and place for topical updates and even updates to Evergreen content itself. That is valuable content and I like it. I said that Evergreen content keeps working for us even when we're not publishing, and that's really the biggest part of why I like it. But the even bigger part of why I like it is because of the versatility, when done well, that Evergreen content can work for email marketing, for video marketing, for social media and probably a ton of other places that I can't even think of. Yet that core written content, like I said, when done well, has a massive amount of versatility on top of the value we're already getting out of having it on our website. But here's the thing If you're already writing and posting articles on a blog and there are articles that basically just address common legal issues and topics you're already doing this. You're basically just posting it to the wrong part of your site. You're doing the right thing, but your organization just isn't right. The Marie Kondo vibes just aren't there. So, like I said, if you're writing, don't stop. We're making progress and we are going to talk about how to convert your blog into Evergreen content, but for today, that's it for Legal Marketing 101. Check out rosanadvertisingcom for more Thanks.