Do you remember the Everlasting Gobstopper? Not the ones currently in the candy store, but the ones in the book, Willy Wonka and the Chocolate Factory, and the 1971 film of the same name. If not, let me refresh your memory. According to Wikipedia, “The fictional Everlasting Gobstopper is a candy that not only can never be finished, but never even gets smaller. It is implied that they may also be indestructible. Wonka explained that they were ‘for children with very little pocket money.’”
So what does this have to do with a blog post or Google Plus? Well, just like the Everlasting Gobstopper, certain types of blog posts can last forever, if not, at least for a very long time.
These types of posts are called Evergreen Posts. The reason for this title is that they are forever green, forever fresh. These types of posts stand the test of time, year after year. They may need some tweaks to help them freshen up, but mostly they are everlasting.
A good example of an evergreen post is a health and wellness website that has a post about weight loss tips. People want to lose weight in January as well as July, so this would be considered an evergreen post. Readers of a health and wellness website would most likely always be interested in weight loss tips.
Here are some other types of evergreen posts:
“How To” tutorials: If you have techniques and specialized tutorials that will stand the test of time, these can be great sources of evergreen content.
Lists of Resources: A list for beginners on the subject matter you’re blogging about can also be very effective. My “Circle Starter Pack Post” has been a great resource for people just getting started on Google+.
“Frequently Asked Questions”: People like easy to digest, bite-sized pieces of information. These types of posts can be a great educational tool for your subject matter.
Pillar Posts: Mike Allton talks about the different types of posts on his blog, The Social Media Hat. He mentions a type of post he calls, “Pillar Posts.” These are considered “epic” blog posts. You might only publish these types of posts once or twice a year. Mike mentions that these types of posts can be repurposed into multiple forms of content, such as YouTube videos, slideshare presentations, podcasts, and many more. If they are done correctly and are relevant to your industry, these can be great sources of evergreen content.
Evergreen posts must be valuable and of high quality. They need to attract attention. Most likely it will grab people’s attention right out of the gate. If it’s not valuable to your visitors and readers, then it will never have a chance to become evergreen.
I happened to stumble into some great evergreen content almost by accident. After I read my friend Mike Allton’s post, “The 7 habits Of Highly Effective Google Plussers”, I created a video about it and shared it on Google+.
Now this video wasn’t the most complex that I’ve ever created. In fact, it was done on free software that I found online. But, it was based on some awesome content, resonated with viewers, and took off like a shot.
Influencers began to share it on Google+, and now as of this writing, that video has over 1200 views, 450 comments, and 2,278 minutes watched. Now, those aren’t “Gangnam Style” statistics, but it’s not bad for the 4-5 hours I spent putting it together.
Even beyond the stats and traffic, this video allowed me to be noticed by influencers, make new relationships, increase my follower count, and really kicked off my growth on Google+.
Here’s what’s interesting. This video was posted on August 8th, 2013. It had an initial surge in traffic then tapered off. I thought all the benefit of this little video was over. Then a funny thing happened a week or so ago. Another influencer with a large following discovered this video and shared it to his followers. I’m now getting my name in front of more people and developing new relationships with many of them. That’s the power of evergreen content.
So how do you go about creating evergreen content? Mike Allton has the answer.
“The more a business blogs, the greater chances they create for themselves to have those kinds of evergreen posts that get discovered and reshared.” – Mike Allton
So if you haven’t started blogging for your business yet, you need to start. If you’re mindful of the different types of evergreen content, you too can create content that can be everlasting.