Alright folks, here's your vocabulary for the day: evergreen content. You may have seen this term floating around while watching SEO tips and tricks. Maybe you saw it while researching how to write a blog. Or maybe you saw it on my Instagram...who knows? Let me share with you what I know about evergreen content, and share the mistake that I made with my first client ever--oops.
What is Evergreen Content? Evergreen content is information that is consistently in high demand. What do we mean by that? Well, some information is only important because it is new. For example, the Kardashian's latest drama. You can read the article on People, but within a week, that drama has worn out and we're already on to the next story. This type of content is called incidental, timely, reactional, or promotional. Evergreen content is just the opposite. It is content that people are always interested in. It is usually content that is informational or provides help to the reader beyond knee-jerk curiosity. Instead of having a dramatic increase in views for a day or two, evergreen content will create views/visits that will come in consistently for a long time. What Topics are Considered 'Evergreen'? To answer this question, we need to analyze our audience. What are things our audience cares about? What are things our audience needs more information about? Generally, people always need new ideas for:
So that's a good place to start. From a general category, then pick something that has to do with your business niche. Consider explaining:
Finally, your evergreen content should be related to the top keywords that you are trying to rank for (rank means to get your site higher up on Google). Using a keyword researching tool, look at what other people are searching. Are they asking questions that you can answer? My Big Mistake My first client wanted to increase views on her crafting website. Her website did not have a blog, so that was immediately my first "solve" for her issue. We started the blog, and there were views, but not many. Finally, when I was searching some keywords for her, I came across a search term with high search demand. The term was asking how to use her (somewhat obscure) medium. What. An. Idiot. I cannot believe I had never even thought about it! I called her. I ran to her website. I started writing evergreen How-To articles that pertained to her medium and her methods. Within a week or two, we saw a huge uptick in unique visits to the page. Be Smarter Than Me If you're a business looking to increase search traffic to your website, evergreen articles are a great place to start. And remember, quality over quantity. With Google's new helpful content update, just trying to rank is not going to be enough. If you're feeling overwhelmed by all of this, let's work together on adding evergreen content to your website. I'd love to help you bring in more views by writing some delicious articles.
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With the rise of SEO metrics and the internet's need for perpetual content, the career of copywriting has recently come into the spotlight. But what is copywriting? How is it different from business writing or ghostwriting? Which should you hire? Let's check it out. Copywriters Copywriting is writing for advertising purposes. For this reason, copywriting can include website copy, landing pages, and blogging, especially SEO blogging. Copywriting also includes print copy, such as for paper advertisements or event brochures. Copywriting is often short-form writing with a focus on making sales. For this reason, a good copywriter will be familiar with SEO practices, employ enticing formatting, and maintain a specific brand "voice" to get customers to buy. Ghostwriters Ghostwriting is doing writing without getting credit for it. For example, my realtor wanted to write a book honoring war veterans. But he's a realtor, not a writer! He partnered with a ghostwriter to plan out ideas and expectations for the book. The ghostwriter wrote a good chunk (if not all) of the book, but it was published under my realtor's name with no credit to the "actual" author. Ghostwriters are needed for a lot of things: scripts, speeches, fiction and non-fiction books or articles, etc., so unlike copywriting, ghostwriting can be short- or long-form writing. And ghostwriting makes sense. When someone is trying to upkeep a brand or image but does not have time for hours of writing, it's a smart idea to outsource. A good ghostwriter will be a great communicator, and an adept writer that can handle a diversity in styles and assignments. Business Writers Business writing, wow, what an umbrella term! Business writing is any writing that is done for a professional setting. This term includes both employee-facing AND customer-facing copy. Business writing can include everything from onboarding materials to client correspondence. Technical Writer HQ wrote a great article about everything that business writing includes, and they divided it into these four categories: instructional, informational, transactional, and persuasive writing. Business writers have to be intimately aware of the branding, voice, policies, and procedures of their company. And whereas ghostwriters and copywriters are often freelancing or under contract, business writers are often hired directly with a company to work long-term. This gives them some stability that other writers may not have. Who to Hire? So now we've kind of broken down these terms. What's next? Who should you hire? A copywriter, a ghostwriter, or a business writer? Here's what all three definitely know how to do: Brand and style. Copywriters, ghostwriters, and business writers all know how to write standout copy that will maintain the voice of your brand. They are all great at matching tone and jargon to be in line with a customer's expectations. Blogs and advertising articles. All of these professionals know how to use persuasion to motivate sales. A copywriter might be more aware of SEO metrics, but all three will create outstanding content to live on your website and attract views. But here's a secret... As Shakespeare's age old quote says, "What's in a name?" A good writer is a good writer, no matter what name they choose for themselves. When you're looking to hire a writer, ask for work samples so you can see where they shine. If you can clearly communicate your expectations for your project and your writer feels comfortable doing the job, don't stress about titles. If you're looking for a writer, check out my featured articles here. If you have a project that you're not sure what is, but you still think you need a writer, let's chat about it! 12/31/2022 1 Comment 2023--New Year, New Business, New Me?
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Kate PlattI'm a writer, content strategist, and general wordsmith. I like to write personalized, spunky copy that generally follows grammar rules. I have one kid, one cat, and a lovely viking husband. I'm constantly looking forward to 8pm, which is when I get in my bubble bath and play handheld video games. Archives
February 2023
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