How is your evergreen content?
If you chat with professional bloggers, or those looking to build long term traffic to their websites, you’ll hear the phrase “evergreen content” – but what does that mean, and why do you care as a photographer?
Although as a photographer you’re probably not a professional blogger, you are still interested in writing articles or building other material that will be of significant interest to visitors for the long term – articles that aren’t just relevant on the day you hit the “Publish” button, but which deliver value over the long haul, and are such that if someone found it via a Google search, it would still be useful to them months or even years later.
That sort of thing is evergreen content.
A Photography Analogy
If you’re in the wedding or portrait photography worlds, you probably sell a variety of products to your clients. Some of them, such as wallet sized images, a 5×7 for an office desk, or a digital image for Facebook, will deliver immediate value. They’re simple products, lower cost, and will provide some quick excitement as they are revealed for the first time. Other products, such as a large wall portrait, or a quality wedding album, are designed for a longer life. When we speak of a wedding album being the first family heirloom for a new couple, we’re talking about that long term value. We’re talking about a product that will bring pleasure to the viewers years and decades later.
Large wall portraits and albums are the “evergreen content” that you deliver as a photographer.
So What Is Evergreen Photography Blog Content?
Evergreen blog content consists of articles you publish that will stand the test of time. These are things that will be of interest to folks visiting your website today, tomorrow, next month, or next year. What sorts of things are examples of evergreen photographer blog topics?
- How to dress for a business portrait
- How the time of your wedding might affect your wedding photo plans
- How to gauge whether your photographer is a responsible professional
What sorts of things are not evergreen content?
- A selection of images from your latest senior portrait shoot
- An article announcing a holiday discount
- A “first look” from last month’s wedding
If you look at my list of over 60 blog topic ideas for photographers, you’ll see that many of them could be solid evergreen topics.
The generally-longer nature of good evergreen articles mean that their preparation will take more time than a simple blog post that shares your latest work. Not every post will be an evergreen post. But some of them should. You should look at cornerstone topics that will be of interest to folks over time, spend some time writing great material, and then focus some effort on marketing that material.
Driving visitors and traffic to evergreen content is a good way to show them that you’re relevant and helpful. Consider your evergreen marketing strategy for your photography website. If I look at the collection of things you’ve written, which are the wall portraits, and which are the wallets?