Like trees that stay perpetually verdant, evergreen content never loses its relevance. It’s also a key prospecting component because it educates and builds trust with your leads. That said, if you’re only vaguely familiar with the concept (or you’ve never heard of it before), let’s take a step back to explain what evergreen content is, how it works, and how you can apply it to your outreach.
What Is Evergreen Content?
Evergreen content is information that stays relevant over a long period of time. For example, we’ve talked for years about why email continues to be one of the best methods for starting new business discussions. The ways you craft those emails may change — as may your ability to obtain contact data — but the overall methodology of “email as a lead generation tool” has remained true. (That also goes for how you can find and verify the most up-to-date email addresses to send to.)
This consistency makes evergreen content reliable, which we already mentioned establishes trust. As your leads see that you’re an authority in their market, they’ll be more inclined to do business with you. And it makes content curation easier on your end, because you can repurpose this material instead of reinventing the wheel.
Benefits of Evergreen Content
Evergreen content primarily benefits your website, but it also influences how well your email campaigns can perform.
This material can be used on hub pages to boost your search engine rankings, especially when you incorporate industry-specific keywords. That means greater visibility and more organic traffic funneled to your website. As you rank higher, other organizations are more likely to take notice, cite your content to back up their own promotions, and backlink to those respective pages. This further reinforces your SEO ranking.
Higher organic traffic also means you’ll increase your viewership and reduce your overall bounce rate (the percentage of viewers who only access a single page before leaving). As more people come to your website, you can use analytics to further identify which content resonates most, which pain points you should focus on, and what services are in high demand.
Identifying those pain points will help you position your prospecting emails. First-touch messages are more successful when they hit on a key issue facing a lead at the right time — especially when those emails are brief, personalized, and ask the right questions.
You can also take that evergreen content from your website and incorporate it into your emails, linking back to the blog or webpage where that material originated in order to funnel leads to them. This inbound marketing strategy works because you’re incrementally guiding your leads closer to conversations: first, with questions in your emails; second, with content that directs to your website; and third, by prompting leads to have phone calls.
Example of Evergreen Content
Let’s walk through an example of what evergreen content looks like.
As we mentioned above, we’ve advocated for email as a business development tool for years. We also touched on this point in this blog, where we discuss the factors of a good prospecting email: asking questions to find the right people, utilizing follow-ups to encourage those leads to have a call, and reengaging them with content.
After publishing the blog, we used social media promotions to reference it and drive engagement back to that page, along with tying it into one of our email campaigns. That email was brief, referenced and linked back to the blog, and prompted the reader to have a conversation about it:
If writing a good prospecting email seems hard, it’s because you’re overthinking it. Learn more about the simple ways we draft ours, why they work, and how you can apply them to your outreach.
Then let’s schedule some time to talk more about it.
Developing Your Evergreen Content
Would you like assistance developing and implementing your own evergreen content? We’d like to hear from you! Click the link below to schedule a free consultation.