A popular strategy for long-term success in e-commerce content marketing is the creation of so-called evergreen content. But what is evergreen content and how can you create it? In this blog post, we will answer these questions and give you practical tips on how to create and maintain successful evergreen content.
What is evergreen content and why is it important for e-commerce?
Evergreen content is content that is still relevant and current years later. Unlike short-lived trends and current events, evergreen content retains its relevance and can therefore drive traffic to your website in the long term. This content can be created in various formats, such as blog posts, videos or infographics.
Evergreen content is particularly important for e-commerce as it helps to keep your target audience returning to your website on a regular basis. If you offer your customers helpful and interesting content, they will perceive your brand as trustworthy and competent. In addition, evergreen content can also help you attract new customers who will come to your website via the search engines.
The basics of content creation: target group analysis and keyword research
Before you start creating evergreen content, you should think about your target group. Who are your customers and what topics are they interested in? What problems do they have and how can you help them? You can gain this information through a target group analysis.
Keyword research is another important step in creating evergreen content. By analysing keywords, you can find out what topics interest your target audience and what questions they have. You can use this information to create content that is tailored to the needs of your target audience.
Practical tips for creating evergreen content in e-commerce
To successfully create evergreen content in e-commerce, keep the following tips in mind:
- Create content that adds value to your target audience.
- Choose topics that are timeless and will remain relevant in the future
- Use different formats to diversify your content
- Optimise your content for search engines by using relevant keywords and meta tags
- Stay current and update your content regularly
How to maintain and update your evergreen content to make it successful in the long term
Evergreen content needs regular maintenance to keep it relevant and up-to-date. Regularly review your content and update it as needed. Outdated information should be removed and replaced with current information. In addition, by analysing traffic data and search terms, you can find out which content is particularly successful and develop it further in a targeted manner.
Social media and other channels are important tools for distributing evergreen content in e-commerce. By distributing content on different platforms, you can increase your reach and reach new audiences. Furthermore, by interacting with your community, you can receive valuable feedback and develop your content in a targeted manner.
Success stories: How other companies successfully use evergreen content in e-commerce
One example of successful evergreen content marketing in e-commerce is Amazon. On the website of the online mail order company there are numerous product reviews and purchase recommendations that are still relevant years after their publication. Through the targeted placement of this content on the website and in other channels, Amazon was able to increase its reach and strengthen its customer loyalty.
Conclusion: Why evergreen content in e-commerce is an important factor for long-term success
Evergreen content can be an important factor for long-term success in e-commerce. By creating content that is still relevant and up-to-date years later, you can regularly bring your target group back to your website and attract new customers. By maintaining and updating your content in a targeted manner, you can maintain its relevance and topicality and increase your reach.