Tag: content strategy

Posted on by — Leave a comment

How can your marketing look after your existing customers?

Image shows a guest guidebook, which is one way of creating marketing to look after your existing customers.

You know that good customer service is vital to your business. You might think that marketing is all about bringing in new people, but it can also look after your existing customers.

It’s about going above and beyond basic information, like your delivery updates, booking confirmations and contact details. Here are my favourite ways to use your content marketing to look after your existing customers.

Product tips and tricks

Showing customers how to get the best out of a product they’ve already bought shows them you’re interested in more than their money. You want them to get the best results. Instructions on product use are essential, but you can enrich the experience with advanced tips or alternative uses. This could help you attract new customers and support existing ones with the same content.

Sudocrem did this in a recent advert. It’s famous as a nappy cream, but they showed how it can be used on injuries or for skin conditions.

Getting ready

Sometimes, the best way to support your customers is to help them prepare in advance. If they’ve booked a beauty treatment, you should provide safety information, but you can also offer advice on how to make their spray tan last longer or maintain their hair between appointments.

Holiday packing lists can reduce their stress, or if you sell meal kits, you could let them know what kitchen equipment they’ll need. You can use all of these as blog posts to give your audience a taste of the customer experience you offer. It’s even better if you recommend things you don’t sell, as it shows you’re not just looking to make another sale.

Destination guides

I love planning holidays and looking for fun things to do while I’m away with my family. We’ve had some holidays with Eurocamp over the past few years, and they send destination guides via email. Eurocamp design the guides for their customers, so they include details of the facilities and activities on site. However, they also tell you about other things to do in the area, how far away they are and what age group they suit. If I’d written something like this I’d put it on the website too, to attract people who haven’t chosen their destination yet.

I used to write blogs for a holiday park, where customers owned their static caravans. We got great feedback; customers felt the owners cared and wanted them to enjoy their time away.

User-generated content

Big brands often use user-generated content, which is a great way to generate social proof with minimal effort. Encourage your customers to use your product, take a photo of themselves and share it on social media with a hashtag that’s specific to your business.

If you’re sending a physical product, you could include an extra treat, like some sweets or a bar of chocolate, with their order. Alternatively, ask them to showcase the results they’ve achieved with your product by sharing before-and-after photos. You can offer an incentive, such as a discount or entry into a prize draw, for anyone who posts.

Repurpose everything

There’s more than one way to use your content. User-generated before and after photos can go into your emails, website and sales pages, as well as social media. Start with a simplified version of your destination guide on a sales page and create a longer one for customers who’ve already booked their holiday.

You can use almost anything in an email and a blog post. For example, if your customer’s meal kit is on its way, you can let them know what kitchen equipment they’ll need. It could also encourage people who are reluctant to try your product because they’re worried they’ll need lots of fancy kitchen gadgets.

If you want to create marketing content to look after your existing customers and speak to your target audience, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

Posted on by — 2 Comments

What are your big marketing topics?

Does the phrase ‘content marketing strategy’ bring you out in a cold sweat? Yeah, me too and I write the content! It’s easy to overcomplicate things, but marketing only needs to tell people who you are, what you do and how that helps them. In practice it can be a bit more complex than that. So let’s make it easier. Thinking about your marketing foundations as the big topics helps you work out what you want to say.

Here are my building blocks for your big marketing topics

Why do your big marketing topics matter?

When I first started writing for a living my marketing had lots of useful tips and information about different types of marketing, but very little about how my services helped my clients. Working out what your big topics are helps you focus on what you do and how you help your customers. When your offer it clear your customers know what they’re going to get, so it makes it much easier for people to say “yes, I need that” and contact you to get started.

What products and services do you offer?

Your marketing can talk about different facets of the services and products you offer. For example, I might write about blogging, article writing, email marketing or website content. They’re all services I offer and my marketing can help people understand how they work.

You might have various products with different benefits. Identifying what they are or what groups they fall into helps you work out all the different subject areas you can talk about in your marketing.

Who are you?

I know you know who you are, but what do you stand for? What are your values? Think about the knowledge you’ve picked up along the way, the experience you’ve gained or how your story might resonate with your customers.

Sharing your stories can be a fantastic form of content in itself. However, you can talk about your values and share your experience in many different ways so getting clear on the fundamentals can make your writing better.

What do you want to offer?

You might look at your list of products or services and realise that while you could offer all of them, some of them leave you cold. Getting everything down on paper can help you create content but it also lets you review your business and what you want to offer. You might decide to offer a service if people ask but not include it in your marketing.

If it won’t light you up to offer the service or talk about the product, leave it out of your marketing.

What do your customers want?

Giving your customers what they want doesn’t mean offering services or selling products that you don’t want to. However, it is worth considering what they want or need that you can provide. For example, they might be overwhelmed because they’ve got too much to do and not enough time. They might have a problem that you can solve. Some of the benefits you offer could be tangible while others will be emotional. Think about who your customers are and how you help them.

I don’t do marketing strategy, but once you have a plan I can write the words that help you bring it to life. Book a call here and let’s have a chat about how that could work.

Posted on by — Leave a comment

What marketing makes you cringe?

Good marketing should be memorable, but what if you remember it for all the wrong reasons? Thinking about how some adverts miss the mark can help you avoid making the same mistakes. So, what marketing makes you cringe and why?

Are you being shouted at?

Have you ever watched ‘Horrible Histories’? It’s classic kids’ TV because it also includes jokes for the grown-ups. The ‘shouty man’ character was the perfect parody of adverts that shout at you to make sales. Those types of adverts may have disappeared, but marketing can still make you cringe if you feel you’re being lectured rather than persuaded. You might have something important to say, but meeting your audience where they are is better than trying to shout them down.

Too many clichés

I posted on social media recently, asking people to share their least favourite marketing buzzwords with me. ‘Journey’ came up a lot. It’s not a bad word in itself; it’s just become a cliché because of the number of people using it on reality TV shows.

Avoiding cliché can be tricky. Sometimes, how you phrase something tells your audience what to expect and can be comforting. Each industry has its own words and language patterns, and it can be hard to know when something tips over the edge from familiar to overused. Following other businesses in your niche to see what reactions their content gets can help.

Outdated attitudes

Did you know that the Advertising Standards Agency now has regulations so they can ban harmful gender stereotypes in advertising? We’ve definitely come a long way. A few decades ago, print adverts saw women as either decorative or only good for doing the housework (and suggested that domestic violence was acceptable if she made a mistake). You’d only ever see straight couples and white faces.

Modern adverts are more diverse, but some stereotypes remain. A GAP clothing advert was heavily criticised for suggesting boys are ‘scholars’ while girls are ‘social butterflies’. When you write new content, think about your assumptions about your audience and whether they’re accurate.

Ask whether it’s meant for you

If someone’s marketing makes you cringe, consider whether you’re the intended audience. My kids aren’t teenagers yet, but I still hear the odd word that makes me wonder whether we still speak the same language.

On the other hand, what if you’re a business’s ideal customer, and they’re still driving you away? Are they making uneducated guesses about your life or what you need? To avoid it, try using social media or networking events to ask questions and learn more about what your future customers care about.

Is it inconsistent?

Consistent marketing helps your customers get to know, like and trust you. That doesn’t mean you have to fall into a cosy rut, but it helps if you keep your tone of voice, values and branding consistent so people recognise you.

If a brand you know and love suddenly pops up with something wildly out of character, you might lose trust in them because you suspect they’re going off in a new direction that isn’t for you. That may be a problem if it’s a business you’ve only discovered recently, as inconsistency can prevent you from getting to know them.

If you want to avoid writing content that makes your customers cringe, I can help.  I’ll write blogs, posts, emails and whatever else you need to engage your audience. If you’d like a chat to find out how it works, you can book a call here.

Posted on by — Leave a comment

The building blocks of your Christmas marketing plan

Do you have a Christmas marketing plan yet?

Creating your Christmas marketing plan as early as possible is a good idea, but where do you start? Your festive marketing will work best if it’s consistent with your existing brand, but you may also need to make a few changes. Here’s my guide to the building blocks of your Christmas marketing plan.

Who are you talking to?

Whenever you create new marketing, the people you want to talk to must be at the front of your mind. What do they want or need, and how do you help them? This can shift at Christmas, especially if you sell gifts. Think about how you can attract someone looking for a present for your ideal customer and how you’d describe them.

What does your audience need at Christmas?

It’s fair to say that people get a bit stressed at Christmas. (OK, understatement of the century.) What does that look like for your customers? Are they freaking out because they’ve got their extended family descending and have no idea what to cook for a vegan, or are they doing Christmas shopping between the office party and endless school events? Address their Christmas-specific concerns, and you’ll be onto a winner.

What can you offer existing customers?

If you deliver excellent service at Christmas, you’ll have fans for life. Ask yourself what you can offer your existing customers to thank them for their business during the year. For example, you could offer a discount or free delivery if you sell gifts. If you don’t, consider sending your regular clients a Christmas card or present.

How can you attract new customers before things get busy?

If you want to increase your sales during the golden quarter, consider ways to attract new followers to your business before your Christmas marketing starts in earnest. A lead magnet with valuable hints and tips can be simple to create and encourages people to sign up for your marketing emails.

What products are you focusing on?

When you sell conventional Christmas gifts, you’ll probably focus on your best sellers. However, what if you offer alternative gifts or ways to make Christmas more special, such as a Christmas mini photoshoot to get cute pictures of your kids? It’s a good idea to think laterally. For example, a recipe book or meal kits could be ideal if people are feeding a crowd or want something easy to eat in that netherworld between Christmas and New Year.

What if Christmas isn’t about sales?

Christmas might be the golden quarter for many businesses, but it can be quiet for the rest of us. Your Christmas marketing can help to raise awareness of your business so people get in touch in the new year. For example, I once wrote a blog for a bathroom designer offering advice on sharing your facilities with guests over Christmas, including tips on adding an extra shower room in a small space!

Think about content types and platforms

Adding new social media platforms or marketing channels at Christmas creates a risk of spreading yourself too thin without reaching a new audience. Instead, focus on the platforms and content types that work all year round, but do more of them. Thinking of ways to repurpose your content can help with this.

Make sure you have any new branding across platforms

Christmas branding can make your leaflets, emails, and social media feeds more festive and draw your audience’s attention. It’s vital to keep elements of your existing brand and keep it consistent across all your platforms so your followers will still recognise you.

If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.

Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list here. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!

Posted on by — Leave a comment

How you can reuse old marketing content

Reuse old marketing content

Batch-creating content is one of the easiest ways of creating consistent marketing content when you’re busy, but it’s not the only way. If you’ve been marketing your business for a while, you might think you’ve covered every possible subject. You could be right, but there’s always a new way to address the same topic. Here’s how to reuse old marketing content and give it a fresh spin.

Choose the right content

Sometimes, you write a blog post or share something on social media, and it strikes a chord, while other things fall flat—understanding which is which can help you decide which posts to use again. When you reuse old content, make sure it’s something that worked well the first time around. Alternatively, choose an evergreen topic that won’t date.

Look at your social media statistics or Google Analytics to work out what went well.

Share something again

Reusing content can sometimes be as simple as sharing it again. If a topic is still relevant and the advice you’d give hasn’t changed, there’s no harm in reposting it. Newer followers won’t have seen it, and it can be a helpful reminder of key principles for people who’ve been with you for a while.

Think carefully about timing so your content doesn’t get repetitive. I’d recommend waiting at least six months, possibly longer, before sharing something again.

Update an old blog post

You might have a post where the subject is still relevant, but some of the information you want to share has been updated. You can reuse old content by tweaking it instead of writing a new post.

For example, a post on financial planning might have the same core advice, but you need to update it to reflect that some of the tax rules have changed.

Reuse the idea

Reviewing your old content can reveal old posts where the topic is still relevant but where you’d give completely different advice. For example, there may have been a change in the law, new research or advances in your industry, or you’ve got more experience to share.

You’ll need to write a new post, so it isn’t a quick fix when you’re short on time. However, it’s great for SEO, showing Google that your content is still relevant.

Go in-depth on a subheading

This is an easy way to come up with a new topic, but you’ll still have to find time to write a new blog post. If you’ve written a general overview of a subject, pick one of the subheadings and write a more in-depth piece.

For example, if you’ve written a post about healthy eating, you might have a paragraph on eating your five a day. That could turn into a post about the health benefits or tips on ways to eat more vegetables.

Change the format

I’ve talked about ways to make your content go further before, and there are loads of ways to do it. You can reuse old content by changing the format. That could mean breaking down a blog post, sharing the same content in a video or turning a series of blog posts into an eBook.

You can also share old content on a new platform that you want to try out.

Do you want to stop creating your own marketing content? I can help create posts that make your content go further. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with helpful content writing and marketing tips using the form below.

Posted on by — Leave a comment

Where will you find new people to grow your audience?

Marketing has two main goals. The first is to let potential customers know you exist, and the second is to show them how you help them (and that they can trust you) so they become customers. Of course, you need to grow your audience to achieve the first goal, but how do you do that? Where will you find all these new people who haven’t heard about you yet?

Here are a few of mine. If you have some of your own, let me know in the comments!

Your website

Your website can help you to grow your audience in loads of different ways. A good SEO strategy will help them find you on Google and learn about you or buy products from the comfort of their sofa. You can have a contact form so they can get in touch with you quickly or encourage them to sign up for your email list. Even if you aren’t ready to get into SEO, a website can act as a brochure where people who’ve found you elsewhere can check you out.

Social media

This is probably the first thing you think about when you’re trying to grow your audience. Social media can help you to reach people you might never meet in real life or someone who’s just up the road but hasn’t heard of you yet. This could happen because your existing followers share your posts or because each platform shows you new things that it thinks you’ll like.

You must think about what your audience needs, what platforms they spend time on and the content they’ll enjoy.

Networking

The idea of networking can strike fear into the heart of a new business owner, but it doesn’t have to be scary. It can give you a supportive community and new customers if you find the right group. Groups can vary immensely in their approach, so try out a few and see what you think.

The main disadvantage of networking is that it can be pretty time-consuming, but it can also be the fastest way to build a relationship. It can also have other benefits…

Referrals

Your network isn’t just the people you know; it’s also the people who know you. For example, you only have to dip into a community Facebook group to find someone looking for recommendations for a plumber or somewhere to get their nails done.

You could get a referral from an existing client or someone you met networking. That person you spoke to over coffee or in a Facebook group might not need your services but could end up chatting with someone who does.

The real world

How would you find new customers if every social media platform suddenly ceased to exist? I know that isn’t likely to happen, but I’ve seen plenty of people get hacked or banned and lose their business page. The reality is that you’d look to the real world. That could simply be networking or referrals. It could be making your shop front look inviting, so people walk in. Think about where your potential customers spend time offline, and you can expand your marketing horizons.

Do you want to grow your audience by creating content that speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

Posted on by — Leave a comment

What you need to know about your audiences’ lives

Here I am, getting to know about my audiences' lives.
Image by Julie Grant Photography

Understanding what your future customers need is an essential first step in creating effective marketing, but you guessed it, there’s more to it than that. Any marketing you create has to compete with umpteen other things. First, you need to learn about your audiences’ lives to understand what they are. Then you can talk to them like a human being, not just another faceless business.

Here are a few ideas to get you started.

What will stop them from buying?

Overcoming buyer objections doesn’t mean you have to be a pushy salesperson. It just means that your marketing needs to answer the questions they already have. That could be explaining what you do and how you work, being clear about costs and answering as many potential questions as possible. Sometimes new customers need to do their research before they feel ready to decide.

What demands do they have on their time?

Understanding your audiences’ lives means knowing what they deal with every day. Do they work all day, then come home to cook the kids’ tea and get them to bed before they can sit down? Do they look at social media when they’re still half asleep in the morning? When might they get a minute to themselves? When you know that you can create content that they’ll enjoy and time your posts so your audience will see them.

Where do they spend their time?

It’s easy to focus on social media and which platforms your audience will use. That’s an integral part of your marketing but think about the real world too. For example, if you offer activities for kids or postnatal yoga, consider where the baby groups meet and whether they have a notice board. A co-working space could have room for leaflets that other businesses will see.

What do they value?

It can get disheartening when there’s a cost-of-living crisis, and everyone you know is talking about being skint. What’s the point in marketing when no one’s buying? The truth is that people will still spend money on the things they value. Ask yourself what’s important to your audience and how your product or service ties in with that, and then tell people about it.

What stage of life are they at?

Sometimes the things your audience value most relate to where they are in their lives. A student or someone looking for their first job has very different priorities from a newly retired person. Even if you sell to parents, their needs will change depending on whether they have a newborn or a teenager. That will influence what they care about and how you need to talk to them.

What do they expect from you?

My expectations of a business vary depending on who they are. If I buy from a small business that sells handmade goods, I don’t expect next-day delivery like I would from Amazon. Likewise, the level of professionalism your customers expect might change depending on the type of business they’re looking for. You can influence their expectations through the language you use in your marketing. This works incredibly well if you work in an industry with a stuffy reputation, like law or finance, and want to turn that on its head.

Do you want to create content that reflects your audiences’ lives and speaks your customers’ language? I can help with that. If you’d like a chat to find out how it works, you can book a call here.

You can also sign up to receive monthly emails packed with useful content writing and marketing tips using the form below.

Posted on by — Leave a comment

4 easy steps to help you plan your marketing for 2022

A planner that will help you plan your marketing for 2022.
Photo by Bich Tran from Pexels

When the Christmas scramble is over it’s time to turn your attention to a shiny new year. (If you’re really organised the best time to plan for the new year is before your Christmas marketing even starts.) If you plan your marketing on the hoof and never feel as if you’re quite on top of it, I’m here to help. Here are my 4 easy steps to help you plan your marketing for 2022.

Map your services to subject areas

This might sound like I’m stating the bleeding obvious, but your content needs to talk about stuff you want to sell. The key is to cover relevant topics in a way that shows your expertise but also lets your customers know that you understand them. You can keep things really broad at this stage and come up with general subject areas. For me, this part of the plan includes blogging, website copy and content marketing. Once you’ve come up with those, start to think about the challenges that your customers face that you can help with. Shifting your focus to the things that your audience care about will help you to come up with topics. Which brings me to…

Break the big ideas down into smaller topics

Within every big subject area there will be loads of smaller subjects. If you’re a beauty therapist one of your key areas might be skincare. Your audience will have different needs depending on their skin type, individual problems or even the time of year. Break them all down into the smallest topics you can think of. If you’re writing content for December your customers might be looking for Christmas gift ideas, ways to protect their skin in the colder weather or how to look after their skin during Christmas party season when they’re wearing make up more often. The narrower your topic, the more likely it is to be useful to your audience.

Choose a monthly focus

Marketing is pointless if it isn’t consistent. (You’ve probably heard me say that before.) We learn by repetition and studies suggest that someone needs to see your message at least 7 times before it sinks in. When you choose a monthly focus for your marketing it means that every piece of content sends the same core message. Even if your followers don’t see everything you share, the message sinks in and they understand what you offer. It also makes it easier for you to plan your marketing each month because everything comes back to the same central focus. It also means that you can use my next tip much more easily.

Repurpose your blog

A blog is a wonderful piece of content because it’s endlessly reusable. You can take each blog post and break it down into individual tips to share on social media. You can use each tip more than once, creating different types of content. That could include image posts, stories, Reels or other kinds of video just for starters. Look at your analytics to work out what your audience likes and try out new things to see what reaction you get. It saves you time because you don’t have to constantly plan new marketing content or write new words for each individual post. Don’t worry about repeating yourself because no-one sees everything you share.

Would you like to create a new marketing plan and brand-new content? I can help with that. Just click here to book your no obligation chat.

Posted on by — Leave a comment

How you can start creating evergreen content

Creating evergreen content means making something worth reading.
Image by Suzy Hazelwood via Pexels

It’s all very well knowing that you want to include evergreen content in your marketing. (If you don’t know what evergreen content is or why you’d need it, start here.) The real question is, how do you start creating it? Read on for five quick ways to help you get started.

Know your audience

When you start creating evergreen content, it’s important that you know who you’re writing for. The normal rules of getting to know your audience apply, but when you’re creating evergreen content, you need to go a bit further. Identify the beginners in your audience and what they need to know. Experts will look for the latest news and updates and that’s not what evergreen content is about. Write for the newbies and you’ll be heading in the right direction.

Keep sharing

Evergreen content is great for SEO because it’ll turn up in Google searches for ages after you wrote it. That doesn’t mean you can ignore it completely (sorry). Give it a little boost every so often by resharing it on your social media platforms. You could also include this kind of content in a welcome sequence for new email subscribers. It can work as an introduction to your area of expertise and will help new subscribers understand the work you do.

Creating evergreen content: format ideas

There are a few kinds of content that lend themselves really well to this. If there’s a topic that most of your audience want to know about or questions that you answer all the time, start there. Here are a few examples.

Frequently asked questions

If you already have a FAQ page on your website, you’re off to a flying start. If not, start thinking about the questions you get asked all the time when people first get in touch. These are the kinds of questions that they’ll be typing into Google as well. You can even improve your SEO by linking to these posts from your FAQ page so visitors can head there for a bit more detail.

How to guides

When it comes to creating evergreen content, these are a classic. They’re ideal if you do the kind of work that your audience might want to DIY to start with. My version of this is a series of blog posts that show you how to write your first blog post. (If you’d like the full series straight to your inbox you can sign up here.) Create a guide that walks your readers through a topic step by step and you’ll have created a resource that’s useful for both new and existing visitors.

What to expect

Most people don’t like trying new things. I know that sounds pessimistic, but it’s true. You might have loads of potential customers who aren’t booking because they’re scared what might happen if they do. The best thing that you can do is to talk about what they can expect when they contact you. What happens at the first consultation or after they fill in that contact form? This is different from an FAQ; people won’t ask because they’re worried about looking stupid. Put their fears to rest by telling them what to expect.

Are you ready to start creating evergreen content? I can help with that. Just click here to book your no obligation chat.

Posted on by — Leave a comment

Evergreen content: what is it (and why do you need it?)

Evergreen content blog header - with literal evergreens!
Photo by invisiblepower from Pexels

If you’ve ever heard the phrase ‘evergreen content’ you might have written it off as a bit of a buzzword. You might have heard it described as ‘cornerstone’ content in those SEO guides too. The thing is, if you haven’t got to grips with evergreen content yet, you’re missing out. It’s incredibly useful and could save you a heap of time. So what is it and why should you care? Read on…

Evergreen content stays relevant for longer

Evergreen content got its name because of its resemblance to evergreen trees. It might not look at home covered in fairy lights at Christmas, but it does last for ages. This kind of content doesn’t talk about current news, trends or even a particular season. They’re the sort of posts that your audience could find any time, for years to come, and they’ll still be helpful and relevant. It’s the difference between talking about panic buying petrol and how to maintain your car between services.

It’s great for SEO

Evergreen content is great for SEO because it covers the kind of topics that people search for time after time. You could write a blog post about how to soothe a screaming baby now and new parents might still be finding it in 2031. Posts about current affairs or new trends will get you website traffic in the short term (which is still a great thing). Evergreen posts will keep going for longer. Your figures might drop a bit, but they’ll keep going, quietly working away in the background to bring you new visitors.

It has wide appeal

The key thing about evergreen content is that it generally isn’t for experts. Someone who’s experienced in your field already knows the basics so will only be looking for updates. Evergreen posts work better for people who need a beginner’s guide to a topic. This is great for you because if you’re an expert working with non-experts, it’s an opportunity for you to share your knowledge. Your visitors might learn from you and do a DIY version, but they’ll still remember you as the expert who helped them when they’re ready to pay someone else.

Some examples of evergreen content

If you like the sound of this evergreen lark and you’re starting to think about topics, here are some ideas. In every industry there will be perennial subjects that never go away. Your audience could be interested in time management, parenting skills, how to write their first blog post or questions to ask a new supplier. When you come up with an idea, ask yourself whether anyone will care about this in five years’ time. If the answer’s no, you might still have a great idea for a post, but it probably won’t be evergreen.

Keep it updated

It’s tempting to think that once you’ve created your evergreen content you can just ignore it until the end of time. Sorry, but that’s not how it works. While the posts will definitely stay relevant for longer, it’s still worth checking in on them from time to time. Attitudes change and while your advice might be spot on for a few years, it won’t necessarily stay that way forever. A quick read through every year or so will tell you if anything needs updating to extend the life of your content.

Are you ready to start creating evergreen content? I can help with that. Just click here to book your no obligation chat.