The Value of Evergreen Content for PR
Content marketers and Public Relations professionals have been talking about the importance of evergreen content in PR and marketing strategies for years. That’s because this type of content is very helpful, as audiences find it useful long after the content has been published. Evergreen content is also a great way for brands and corporations to rise above the current news cycle through giving long-term advice and providing expertise that others can refer back to multiple times.
What is Evergreen Content?
Evergreen Content centers around an evergreen topic – essentially, topics that never become outdated. These topics have consistent search volume and interest from audiences over time.
Aside from evergreen content being incredibly popular in marketing efforts, it’s also a beneficial tool in public relations and media outreach. That’s because it’s not just companies that are in need of valuable content – it’s necessary for media outlets as well to be able to bring readers back to their websites over time.
Public Relations Efforts Between Campaigns
Ideally, every company would have a steady flow of news and announcements that highlight their successes and achievements. However, that’s not the case. Fortunately companies keep audiences and media outlets engaged more frequently by creating artificial news announcements every week. Companies can utilize evergreen content for this. Through evergreen content, companies can offer their expertise on various industry topics that readers of media outlets will care about.
Instead of brands looking at what they offer to the consumers, with evergreen content they’re able to look at what they already know. Companies are already in tune with their consumers’ needs and concerns , which means businesses can easily figure out which topics will retain a lot of interest among their customers over a long period of time. And they can continue to create new content around such topics.
Search Engine Optimization Boost
Although creating and building relationships with media outlets and journalists is important for public relations efforts, evergreen content has an additional PR benefit. This type of content is able to improve Search Engine Optimization (SEO) as well as increase the quality and quantity of traffic on a company’s website. Search engines and specifically Google, rank websites according to the content on them.
Websites are ranked according to their trustworthiness, expertise, and authority. Through evergreen content, companies are able to show their expertise by offering advice or opinions on a relevant topic. They’re also able to show their authority by positioning themselves as industry leaders and offering their expertise. Finally with evergreen marketing they can build more trust and credibility with their audience.
Through evergreen content companies are able to get more views on their websites over time, Moreover, people are going to be interested in content that’s useful. Search engines rank websites that have all of those qualities a lot higher in results pages. Additionally, all of those qualities can also improve a website’s domain authority, which also improves its overall SEO score.
Ronn Torossian is CEO of 5WPR.