But what exactly is content?
当有人发布他们狗狗的照片时，那是内容吗?
If you write a new blog post, is that content?
或者，如果一家企业发布了一段在当地静修场所拍摄的视频，这就是内容吗?
Content can take on a number of different forms. 但如果你想创建的信息在未来几个月甚至几年里都能继续为你的企业彩乐园dsn, focus on creating evergreen content.
What is evergreen content?
常青内容不像你在网站和社交媒体账户上使用的其他内容那样会老化. 常青内容的创建是为了在搜索引擎中保持良好的排名, and remains fresh for readers over long periods of time. It’s relevant to whoever stumbles across it, 是可以在不同平台上轻松分享和推荐的内容.
你可能会认为你所有的博客内容都是永恒的. But there is a difference.
Evergreen content stands the test of time. It provides more value to the reader, 你所在行业的出版物可能会将其视为有价值的资源. It builds up your reputation and authority. The content is timeless, and you continually update it to keep it relevant.
Evergreen content takes on several formats
常青内容既具有相关性，又具有丰富的信息，使它们受到读者的欢迎. Common forms include:
- How-to content
- Tips
- Listicles
- Product reviews
- User guides
- Tutorials
- Checklists
This isn’t a comprehensive list; there are many ways to create content that stands the test of time.
然而，在你开始计划你的编辑日历和填充它常青的内容想法之前, 有必要了解一些你应该包含的东西.
For starters, all content should be created with the reader in mind. What are they looking for from your content? What has value to them? What will they want to read? What will they like to share? For a piece of content to do well over time, 它需要与用户相关，并提供他们无法从其他来源获得的主题知识. They trust you because you’re thorough.
同样重要的是，你要使用经得起时间考验的概念. Will your piece make sense a year from now? Five years from now? The more general you can write it, 定期更新以确保它符合当前的指导方针和想法, the more it will attract a wider audience. 在Facebook这种频繁变化的东西上写文章似乎很难, for example – but if you update it often, it can grow and remain current for years to come.
Length isn’t a significant part of the ranking process. What matters most is its value. 常青内容在首次发布时几乎总是能吸引大量的页面浏览量, then snowballs as it’s shared across platforms, 并通过不同的资源和出版物以各种方式使用.
How do you write great evergreen content?
创造常青内容的最佳方法是在开始之前制定行动计划.
Start with your keywords
在编写常青内容时，最重要的部分是理解你的读者在寻找什么. With a thorough keyword analysis, 你可以识别搜索者每次去谷歌时使用的关键字和短语.
With your keywords in mind, you can use them in your titles, subheadings, and body copy, 让你的内容有最好的机会被观看和分享长时间. Use online keyword research tools like Answer The Public as your starting point. 你会发现搜索者使用你最可行的关键词和短语的不同方式
Magnify and divide your topic
Sometimes the best evergreen content comes from getting detailed about what you do. Marketers often get hung up on generic terms, 当搜索者把大部分时间花在基本物品上时. For example, you might focus on furnace replacement, 而搜索者花了很多时间来了解炉子打开时发出的有趣的声音.
While it’s important to have long-form articles, 你应该考虑写一打或更多短小的文章，你可以链接到这些文章，以不同的方式瞄准你的读者. This can attract more long-tail search results, 并帮助你建立信誉的常青内容.
Break it up, and use your space well
常青内容应该不难阅读和消化. 相反，要将内容制作成可读、可搜索、可扫描和易于消费.
Headings work well to break up content. Leave lots of white space. Use graphics as they pertain to your content. Highlight key points. Use step-by-step processes. Bullet points work well. Bold areas you want readers to focus on.
Write for beginners
使用优雅的语言会吸引和娱乐各种各样的读者. 如果你克服了技术上的障碍，你就会在观众开始之前就把他们吓跑. Evergreen content should be designed for wide attraction, 并且应该以一种大众都能理解的方式简化难懂的概念. 如果有必要，你可以链接到更详细的描述.
Optimize for SEO
我们把它放在列表的较低位置，因为优化SEO不应该是你的焦点. 虽然你应该确保你使用关键字和其他SEO最佳实践页面优化, 让它具有可读性是创造永恒内容的最重要的部分.
常绿的内容被设计成可以反复使用
一旦你创建了你的内容，不要发布它然后忘记它. 它的设计是为了不断更新和分享.
If you publish it and forget it, 你可能有多年的内容坐在那里，对你的业务没有什么帮助. But with a little effort, you can make it accessible in a variety of ways, always working to bring in more traffic and customers. There are a few ways to do this:
- Use your evergreen content to build training guides. 这是一种建立与客户和行业专业人士的权威的简单方法.
- Highlight evergreen content on your homepage. 如果你有季节性的内容，你可以根据一年中的时间来轮换，这尤其有效.
- Pay attention to your most successful posts. 在你更新它们之后重新运行它们，使它们更适合今天的读者.
- Create a “start here” page on your navigation. 你可以全面介绍你是谁，你做什么工作, 链接到你所有最受欢迎和信息量大的页面.
- 围绕你最重要的内容建立社交媒体活动.
您是否有效地为您的业务使用了常青内容?
