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In content marketing, playing the long game is key to success. That is why evergreen content matters whatever type of digital marketing strategy you like to pursue.
What Is Evergreen Content?
Evergreen content is exactly what it means: timeless. It is created in such a way to avoid losing its relevance. Unlike trendy, seasonal, or time-sensitive pieces, evergreen ones are supposedly as interesting to readers, viewers, or listeners in the years to come as they were on the day they were published.
If you have yet to try producing evergreen content more consciously, do not feel bad about your previous posts. Experts say that clever marketers regularly update old pieces into fresh formats, so they can begin delivering better results over the long term into fresh formats, so they can begin delivering better results over the long term. Hence, they become evergreen to some extent. And this is tried and tested for every industry, be it as remote and niche as the HVAC industry, where Home Aire Care have been ranking consistently across search engines by creating evergreen content from time to time.
So, what does it take to create evergreen content consistently? Below are the only tips you ever need to learn.
Place a Premium on the Format
The format of evergreen content gives it its character.
The online pieces that age the slowest are those that seek to educate about a particular topic, offer practical advice, and answer the most pressing questions of their intended audiences. They never get old, for people are always searching for them.
Some experts argue that statistical reference posts have an evergreen quality. They could be right because research-based content is more believable than its opinion-based counterpart more often than not.
Realize, however, that new statistics are published every now and then. Unless you update your pieces to reflect the most recent data, your evergreen posts might become dated overnight.
Talk About the Basics
Any content that offers an in-depth discussion of a certain topic retains its appeal over time. Discussing the basics does not necessarily mean writing something generic. You could create fresh content by fleshing out sub-topics that you feel merit further discourse.
Provide all of the necessary information to effectively communicate the ideas or concepts that interest your target audiences. If they no longer have to go to other places to satisfy their thirst for knowledge, your evergreen content has done its job.
Be the Authority
Without credibility, your content will be meaningless. It can take time to establish your brand as the definitive source of information about the things you want to talk about, so be patient.
Again, you should create and distribute comprehensive pieces if necessary to become an authority in your field. If your audiences like your posts, they will stay tuned for more.
Choose Links Carefully
Linking to other authoritative sources is a trademark of evergreen content. To be an authority, it has to reference to other credible parties.
This is how link equity is built. You might not get a bunch of backlinks from other sites if your content lacks good external links in the first place.
Having said that, think twice before you create external links. You should link your pieces only to content you truly vouch for.
Also, not all authoritative sources remain trustworthy forever. For instance, old studies can become obsolete when new ones are done and released. It helps to be on the lookout for the latest stats to update your content accordingly.
Use Spot-on Visuals
Supplementing text with images and videos is one thing, but using appropriate visual representations is another story.
You should only use illustrations or video clips that best support what you hope to convey. When utilized correctly, visuals can powerfully enhance your written content. They let you use fewer words, compress more ideas in less space, and add more flavor to your posts.
With so many digital tools and platforms available nowadays, your imagination is the only limit to the types of visual content you could use. Apart from photos and videos, comic strips, GIFs, memes, screenshots, and infographics are also excellent choices.
If you must pay in order to have the right use the perfect visuals for your content, do so. Evergreen content is an investment with high and consistent return potential, so do not skimp on anything.
Pick Time-proof Keywords
Your content is just as searchable as the popularity and timelessness of its keywords. It is hard to create pieces that can stay SEO-friendly after a major Google algorithm update. But using generic keywords is a technique that can pay dividends.
Although your posts have to compete with more pages in search results, they are less likely to be bumped down in the rankings when they contain no temporal (and/or geographic) keyword modifiers.
Keyword modifiers are important, but they can hurt your content’s searchability when inserted unnecessarily.
Put Quality Above All
Last not but least, write high-quality content. Generally, the content creation process is done internally, but savvy marketers know when to outsource. There is no substitute for talent and domain expertise, so do not hesitate to get external help to publish evergreen pieces your target audiences will love, share, and revisit repeatedly.
ALSO READ: China to Adopt National Law on Cryptography
Evergreen content creation can have a steep learning curve with a long process of trial and error. If you follow the said sage tips, you can have it down to a science more easily.
Facebook says it plans to hire 10,000 workers in the European Union over the next five years to work on a new computing platform.
The company said in a blog post Sunday that those high-skilled workers will help build "the metaverse," a futuristic notion for connecting people online that encompasses augmented and virtual reality.
Facebook executives have been touting the metaverse as the next big thing after the mobile internet as they also contend with other matters such as antitrust crackdowns, the testimony of a whistleblowing former employee and concerns about how the company handles vaccine-related and political misinformation on its platform.
In a separate blog post Sunday, the company defended its approach to combating hate speech, in response to a Wall Street Journal article that examined the company's inability to detect and remove hateful and excessively violent posts. (VOA/RN)
Keywords: Facebook, Metaverse, Augmented and Virtual Reality
As children, singing the rhyme Rock A Bye Baby was a fun thing to do. It was a statement of thrill and adventure to imagine a child climbing to the top of a tree and rocking to sleep. Especially in the Indian context, rocking a baby to sleep by attaching the cradle to the tree is quite a common thing. But the origin of this rhyme, or lullaby, seems rooted in other histories.
The most popular notion associated with this lullaby is of women leaving their babies tied to tree branches, rocking to sleep with the wind. It is believed that at the time this lullaby was written, it was inspired by a coloniser who saw the Native American women tie their children in birch bark cradles to the trees. The babies went to sleep rocked by the gusts of wind while the parents went about their tasks.
A Native American wooden cradle Image source: Wikimedia Commons
Another interpretation of the rhyme is that it is an allegory to Betty Kenny, or Kenyon, as some versions record it. The Kenyons were a tree-dwelling family, and they used to live in a yew tree. They had carved the tree branches to fit their babies and allowed them to nestle there during the day. The part of the rhyme that talks about falling off the tree is a little scary in this context, but the speculation is that the tree branches were quite low.
The final interpretation of the lullaby has political allusions. King James II of England, was the last Catholic king. He had no heir and reportedly used another baby to impersonate his own. But he was found out and exiled in the Glorious Revolution that took place after he was deposed. The act of falling down from the cradle is a metaphor for those who make mistakes from being overconfident or proud.
The many versions that exist of the rhyme/lullaby make it confusing to really know why it was written in such a strange and morbid manner. Each version points to a different time in history where certain practices were prevalent. However, despite all the various interpretations available, the lullaby itself works wonders in rocking babies to sleep, and perhaps that is the only reason it has survived.
Keywords: Lullaby, Rhyme, King James II, Kenyons, Native Americans, Colonisers
As kids growing up in different states, Shoba Narayan and Michael Maliakel shared a love of one favorite film — "Aladdin." Both are of Indian descent, and in the animated movie, they saw people who looked like them.
That shared love has gone full-circle this month as Narayan and Maliakel lead the Broadway company of the musical "Aladdin" out of the pandemic, playing Princess Jasmine and the hero from the title, respectively.
"Growing up, there was such little South Asian and Middle Eastern representation in the American media, and Princess Jasmine was really all I had. She was a huge role model to me as someone who was intelligent and strong and independent and beautifully curious, and that's who I wanted to be," says Narayan, who grew up in Pennsylvania.
The pair arrived at "Aladdin" in very different ways. Maliakel is making his Broadway debut, but Narayan is a musical theater veteran, having made her Broadway debut in "Natasha, Pierre & The Great Comet of 1812" and touring with "Hamilton" as Eliza Hamilton.
She was in "Wicked" as Nessarose when the pandemic shut down Broadway in March 2020. Her agent called in April with the prospect of auditioning for Jasmine. She sang "A Whole New World" over Zoom on gallery mode, pretending to be on a magic carpet. "It was a very unique experience," she says, laughing.
Disney producers flew her to New York to meet face-to-face and go through the material again. Narayan was asked to read with different Aladdin potential actors. She got the gig: "I went from a wicked witch to a Disney princess. Can't complain."
Maliakel, a native of New Jersey, came from the world of opera, a baritone who studied at Johns Hopkins University and the 2014 winner at the National Musical Theatre Competition. He trained his voice to be flexible, waiting for the right window to open.
"I didn't really see a lot of people doing what I wanted to do in the world," he says. "There just wasn't a whole lot of representation. So it's really hard to imagine yourself in those scenarios when you have no one to look up to as a role model or an example of how it could be done."
He played Porter and understudied Raoul in a national tour of "The Phantom of the Opera," which ended its run in Toronto just before the pandemic hit.
"I always dreamed that Broadway might happen someday," he says, laughing. "I'm just kind of dipping my toes into the waters in one of the biggest male roles in the business right now, and it's kind of surreal."
'Aladdin' featured as a Broadway Musical with a cast of Indian origin playing the main roles Image credit: Wikimedia Commons
Broadway's "Aladdin" is a musical adaptation of the 1992 movie starring Robin Williams. The musical's story by Chad Beguelin hews close to the film: A street urchin finds a genie in a lamp and hopes to woo a princess while staying true to his values and away from palace intrigue.
Key Alan Menken songs from the film — including "Friend Like Me," ″Prince Ali" and "A Whole New World" — are used. The lyricists are the late Howard Ashman, Tim Rice and Beguelin.
The show — and it's two new leads — had a few performances to celebrate Broadway's return from the pandemic this fall before it was forced to close for several days when breakthrough COVID-19 cases were detected. The actors say the safety of the cast, crew and audience are paramount and closing was the smart move.
"This is how we keep theater going in the pandemic," Maliakel says. "The other option is to just not do it at all. And that's not an option. A week's worth of lost performances, when we look back on things in a year or so, I think will just be a little blip on the radar."
They both look back with heart-thumping appreciation at the early performances when they welcomed back theater-starved audiences, who gave the company 3-minute standing ovations just for singing "A Whole New World."
"It is every brown girl's dream to be singing that song on an actual flying carpet," says Narayan. "And the fact that I got to do it on Broadway in the full costume with the lights and the 32-piece orchestra beneath me — oh, my gosh, I really had to hold it together. It was emotional overload for me."
Maliakel recalls that he and his brothers wore out their VHS cassette version of "Aladdin." He remembers having lunchboxes, pajamas and bed sheets with the film's theme. Aladdin was "every little brown kid's prince." Now he is that prince.
"Now, finally, to get to get paid to do it on the world's largest stage — it's not lost on me how crazy that is," he says. "The responsibility of my position right now feels really great. This moment sort of feels bigger than me in some ways, and I don't take that lightly. I think it's a really exciting time." (VOA/RN)
Keywords: Aladdin, Broadway, Musical, Indian Descendant cast,