There’s a temptation amongst construction businesses to focus on creating content that’s newsworthy. While this will certainly interest leads and can help to boost your SEO rankings (especially if it gains some traction on social media), such content doesn’t stay relevant for very long. It has a limited lifespan. It’s why you should also focus on creating evergreen content.
What is Evergreen Content?
Evergreen content is content that won’t lose relevancy as it ages. For example, an article about construction trends to watch in 2018 is going to be outdated by the time 2019 rolls around. However, an article providing construction safety tips will always be relevant. Some of the types of content considered “evergreen” include FAQs, how-to guides, tutorials, product demonstrations, industry resources, testimonials, history-of articles, and terms and phrases glossaries.
The Benefits of Creating Evergreen Content
The following are just a few of the reasons why you should make sure to produce evergreen content for your construction blog:
- Leads who are searching for basic information relating to your business will be more likely to stumble on your articles. These leads are looking for specific information and aren’t concerned with recent construction-related news. They’re looking to be informed.
- By having a backlog of evergreen content, you give leads looking for information to inform themselves fully without ever having to leave your website. They’ll be able to go through one article to the next. By giving them this opportunity, you establish yourself as an authority within your field, thereby building more trust.
- You’ll improve your SEO rankings, which will provide more exposure to your website and bring in more traffic. Evergreen content helps SEO because it tends to answer questions that people have, meaning that Google and other search engines will identify your evergreen content as being relevant to many of their user queries.
Unlike news-based content, evergreen content will help your construction business generate leads for years to come by providing valuable information, establishing your brand as an authority, and boosting your SEO rankings.