Real Estate Blogging, for Agent’s Eyes Only

Real estate is a great topic for a blog

Very few independent professionals put more time, effort, and money into marketing than a real estate agent. And, nearly every agent enjoys considerable support for their marketing from the brokerage firm that employs them. Brokerage support usually includes some web presence, but is that presence really enough to support your own marketing efforts as an independent agent?

Many real estate agencies also have a blog. The agency blog is a fabulous tool for the agency, and is helpful to agents as a group or team. However, because of the agency blog, many agents don’t think that they should have blogs of their own. Relying exclusively on the agency blog represents a lost opportunity for the agent.

The agent/brokerage relationship can be complicated at times, since there are always going to be a mix of mutual interests, compatible interests, and sometimes even competitive interests. Here is the root of the relationship complication:

When you do well, the brokerage does well. Obviously then, your brokerage wants you to do well. And that’s great!

BUT

Your brokerage does equally well when any other of their agents does well too. There is not much incentive for your broker to help you become more successful than your peers.

As an independent sales professional, it is necessary to distinguish yourself, independently. The “free” blog on the agency website does not help you to separate yourself from the pack. If your brokerage has one, good. It’s better than nothing. But it is not enough.

There are many real estate companies with excellent blogs. And these blogs bring people into the firm’s orbit. Chestnut Park, in Toronto, has a good blog, that helps the agency stand out. But Chestnut Park has over 300 agents, how much can the “corporate” blog help any one of them individually?

A Blog Just for You

There are two approaches to independent;y blogging for sales people with contractual and/or employment relationships with a parent organization, such as a real estate brokerage firm.

  1. The Direct Approach
  2. The Indirect Approach

The Direct Approach

This is pretty straightforward. As a real estate agent, you set up your own blog, under your own name, and start blogging about your work as a real estate agent, your experiences with the properties, and kinds of properties you sell, etc. Basically you become a real estate blogger, blogging about your work and your passion for that work.

If you are lucky, you will get full support for this direct approach from the broker that employs you. They might even set up your personal agent’s blog on their website. You get to blog your own content, and to distinguish yourself as an independent expert, on their dime.

If you are less lucky, you will be faced with technical and procedural barriers, or told to let the agency handles all inbound marketing, and you should just forget about it and leave it to them. Hmm…

The Indirect Approach

Blog about something else! One of the nice things about blogging (and social media) is it allows us to build our personal brand. The people that buy real estate have many other interests, just like the people that sell real estate. There are amazing opportunities to build your brand through other interests. Are you interested in architecture? Blog about the architecture in your city or town. Interested in history? Blog about local history and historical sites in your city. Do you like to bicycle? Start a blog about the best cycling routes in your city. Into gardening? How about a photo blog of the best gardens in the neighbourhood.

Every blog post lists the author. That puts your name on top of every article you write. And of course every post should also contain a link back to your bio on the company website.

By blogging about a passion one step removed from your vocation you build your brand and boost your visibility. You offer value to your clients. You expand your web presence beyond your employer’s website. You let people learn about other aspects of your personality and interests, and become someone that they look forward to hearing from.

Why Blog at All?

Whether you choose to blog directly about real estate (or your industry specialty), or you choose to blog about something else, blogging is a fantastic way to reach out to your current clients, and to potential new customers. A blog may not result in an instant increase in new closings, but it is a great way for you to distinguish yourself from the crowd (in a very crowded field) and great way to provide something of value to the people you care about.

My last post offered a short list of 7 Benefits of Blogging, if you haven’t read it yet, check it out. Remember the goal of blogging is to make yourself memorable as a source of valuable content for the people most likely to engage your services and buy your products.

…make yourself memorable as a source of valuable content for the people most likely to engage your services

~ Allan Revich

7 More Reasons for a real estate agent to blog:
(even if you blog about something besides real estate)

  • Homebuyers (and sellers) think of you first
  • Reach potential new listing clients
  • Reach potential new purchasers
  • Rank higher in Google
  • Enhance your reputation
  • Share your knowledge
  • Stay ahead of competition

7 Reasons to use my Secret Marketing Trick

Listicle graphic

Click bait listicles might be annoying, they might be huge time wasters, they might even make us angry—sometimes at ourselves. But love them or hate them, they are a secret that is here to stay.

Listicle graphic
Quantifying the Clickbait and Linkbait in BuzzFeed Article Titles

The thing is, headlines using lists, or offering secrets revealed, take advantage of human nature. We can’t help noticing them, and we cannot help ourselves from being curious. The Internet is getting more crowded every day, and it is getting harder and harder to get attention, and to hold attention. In that crowded environment marketers and bloggers must adapt or face extinction. Some of us (like me) would rather do neither, but reality turns out to be non-negotiable.

What is a Listicle?

In a nutshell, when you combine the words, “list”, and “article”, you end up with the new word, “listicle”. So, a listicle is an article that consists of a list, and the explanations for each item in the list. Listicles are easy to read online, and the headlines promoting them, make great clickbait.

What is Clickbait?

Clickbait (or click bait) is a slang term for an online image or headline, that attempts to be so engaging that the typical internet user finds clicking through it, irresistible. Headlines for listicles (see above) are the most common form of clickbait, often accompanied by a suggestive image—that may, or may not actually be relevant to the article.

Why should you use this secret human weakness?

  1. It works
    OK, this is so obvious, I could have left it out—but it’s still the number one reason.
  2. Clickbait is hard to resist
    We post content to our blogs with the hope that people will read it. Anything that we can do to increase the chance that someone can benefit from our wonderful content is good.
  3. People like lists
    Lists organize information and make it easy to digest.
  4. Listicles are easier to write than articles
    It is difficult to constantly come up with new ideas, and then to organize our ideas into articles suitable for posting to a blog. Writing in the form of a list can be easier than writing in sentences and paragraphs.
  5. Lists are easy to read
    Reading from a screen is still less comfortable for many people than reading from a printed page.
  6. Lists are easy to come back to
    Bookmarking a listicle page offers an instant advantage when searching through our bookmarks for later refrence.
  7. Enjoy guilty pleasure
    Maybe this isn’t actually a good reason? But what the heck! If you’re going to feel guilty about manipulating the Internet, helping people find and read your content, isn’t really such a bad thing. Is it?

And there you have it. As promised. Seven Reasons to use This Secret Marketing Trick

Does my small business need a blog?

Blogging on a laptop

Every business needs a blog. And here’s why:

Establish yourself as a knowledge leader. Blogging is the perfect platform for sharing knowledge and passion with the people will benefit from it. A blog is good for you, good for your customers, and good for business. Blogging is an affordable and cost effective marketing tool for businesses of every size and type.

7 Benefits of Blogging

  1. Blogging builds businesses. A blog is as important today as website was a decade ago, or as a Yellow Pages listing was thirty years ago.
  2. Blogging helps us uncover our strengths and clarifies our own thoughts, and improves our ability to express them.
  3. A blog serves as a repository of knowledge. Your clients are not the only people that can benefit from an organized and searchable knowledge base. You can also revisit past posts for refreshing your memory!
  4. Being a blogger demonstrates expertise. People like to deal with experts. Your blog is your portfolio of expertise.
  5. Search engines like blogs. Search engines now favor sites that contain high quality data – information that is current, fresh, and relevant. Blogging means that you are constantly increasing both the quantity and quality of content on your website.
  6. A blog is the critical core of every online, inbound marketing campaign. Your blog contains all of the high protein ‘meat’ of the marketing meal plan. It serves as the base station of your online and social media marketing campaign.
  7. Blogging allows for community building with your stakeholders, including, customers, potential customers, related businesses, the public at large, even competitors. Being at the heart of a community has always served small businesses well. From sponsoring the local Little League, to supporting local charities, community building is good for business, good for ourselves, and good for society. Online communities are as important as local “real-world” communities. Blogging fosters community.

Need more than 7 reasons? Here are 50 more! (OK, they aren’t all gems, but if you needed more reasons after the seven really good ones that I just gave you, well this fellow [Marcus Sheridan] came up with 50)

Geez! You need even more reasons to blog? Here are 15 more good ones that are NOT just about marketing, business, and selling.

BTW, When you have enough reasons, and you agree that your business needs a blog—Contact Me.

You Should Care About Link Spam

Many different kinds of spam

What is Link Spam?

Link spam is defined as links between pages that are present for reasons other than merit. Link spam takes advantage of link-based ranking algorithms, which gives websites higher rankings the more other highly ranked websites link to it. ~ Wikipedia

Everyone wants their web pages to rank highly in search engines. An entire industry (SEO) has grown specifically around optimizing web pages to rank higher in Google, Bing, etc. Inevitably some providers of Search Engine Optimization (SEO) services have sacrificed ethics and professionalism in favor of attempting to game the system. Since all search engines include the number of links in and out of a web site in their ranking algorithms, the shady operators offer page links for pay to their clients.

Why You Should Care About Spamdexing

Google and Bing employ legions of very smart people to program their search ranking algorithms. Their job is to make sure that search engines provide only the highest quality search results. When the “jig is up” for a particular page rank game, they change their algorithm. When the change comes (and it always does) not only will the game stop working, but anyone trying to play the game will find their website “punished”. In the most serious cases, your entire website could be removed from Google’s index. You will never be found again.

I don’t use link spam, and never would. Why should I be concerned about this?

Unfortunately, if you have a blog, it is possible to be punished for link spam even if you never use it yourself. How can that be?

One of the “dirty tricks” that link spammers use, is placing links to disreputable websites into blog comments. The less sophisticated spammers use bots (automatic computer programs) to randomly make spammy comments on every blog they encounter that permits unmoderated comments and lacks prevention measures. If your blog is unprotected, your posts will quickly fill with gibberish filled comments that exist for the sole purpose of getting someone else’s website link into your web pages. More sophisticated spammers may use actual human beings to bypass prevention measures and insert links into comments. These comments are usually recognizable by very generic messages of praise, often with spelling or grammar issues, and a couple of weird links to pharmaceutical or pornographic websites. Either way, your website has inadvertently become the source of link spam!

What Can You do About Comment Spam?

There are several options available to prevent link spam from infecting your blog. The first, and easiest, is to moderate every comment. This will prevent all spam from appearing on your site, but will become a hugely tedious task, without other measures.

The most important measure is to block bot access to your blog. This means using a CAPTCHA program (plug-in) on your blog. Google now offers an excellent captcha for free (image matching). There are several others available with various levels of sophistication and ease of use. Of course every blog built by Blogs Mean Business includes a captcha plug-in.

Other options include subscribing to “black listing” services, that prevent known bad actors from even reaching your website. WordPress itself includes built-in blacklisting capabilities that will prevent posts containing certain words from ever appearing in comments, and prevent access from accounts that have tried to spam your site in the past.

Your Website Still Benefits From Links!

So whatcha gonna do?

  1. Always include some high quality outgoing links in your web pages and blog posts. This is easy to do. It’s a nice way of helping build the search engine relevance of the sites you link to as well. Just make sure that the sites you link to are logical for your content, and are themselves not guilty of SEO crimes.
  2. Build your network. There’s nothing wrong with asking for links from other bloggers or webmasters. There is nothing wrong with exchanging links with other bloggers and webmasters—again being careful to exchange links only with other quality blogs and bloggers.
  3. Social Media links. Once you’ve posted your brilliant new content, it’s important to let the world know about it. Tell your Facebook friend. Tweet the link on Twitter. Let your LinkedIn contacts know about. Put it on Pinterest. Social Media give you a double-whammy win. Not only do you get to post links that add SEO value, but hopefully, the people reading those posts will be drawn to your content, and post links of their own.
  4. Write compelling content. This is far and away the most important, and most difficult way to earn incoming links. If your content is good, other people will link to it.

What is Inbound Marketing? What is Content Marketing?

Inbound marketing. Content Marketing. Everybody’s doing it, right? But what exactly is it that they’re doing? These terms are everywhere we look now. But what do they mean? Are they the same thing?

Inbound marketing and content marketing are not the same thing, even though the terms are often used interchangeably. Oddly enough though, even though they are not the same thing, they can still be used interchangeably, because they are both accomplished the same way.

The whole idea of “content marketing” and “inbound marketing” is to provide useful and interesting content to your customers and potential clients.

Content Marketing

This refers to the information, data, ideas, etc., that you produce and publish, for the benefit of your audience. The most common platform for content publishing is a Blog. Blogging allows us to easily publish the kinds of things that our customers are likely to appreciate.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. ~ Content Marketing Institute

Inbound Marketing

This refers to the idea that by publishing our content, our desired audience will come to us, because they find value in our content. Our sales funnel is being filled by people dropping into it because they’ve chosen to, not because we’ve gone out and chased them into it. And how do we accomplish this amazing feat? By blogging of course!

Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Sharing is caring and inbound marketing is about creating and sharing content with the world. ~ Hubspot

Blogging

Publishing a blog, and publishing new content on it as frequently as we can, is the best way to effectively promote our business benefits to the people who we want to reach. Blog articles are actively sought out by millions of people every day. Some of them are our customers and potential customers. It makes a lot of sense for our business, to put content on the web that our audience wants to explore. Our blog can either be part of our website, or stand on its own, with its own URL (web address). Having a separate blog is perfect for sales professionals whose main website presence is managed by their employer, for example real estate agents, mortgage brokers, investment advisors, manufacturers reps, etc.

Is Blogging Enough?

Blogging is where we begin. Once we have a blog, we are faced with a new challenge though. Getting noticed.

A blog is far and away the best home for our great content, and it is important that we help our customers find all the great content we’ve just provided for them. The most effective way to promote our blog is by using social media, like Twitter, LinkedIn, Facebook, Instagram, etc. Social Media Marketing is an important aspect of our Content Marketing strategy. More on that later.

Just so’s ya know… I include Twitter account setup, and Twitter blog integration to all of my blogging clients. Contact me to learn more.

Don’t Write for Google! (Write for your audience)

woman writing a blog

Are you writing for Google, or for your intended audience?

SEO is all the rage. That’s OK. SEO is important, if you can’t be found, you won’t be read, and if nobody reads what you write, well…

Except that… With so much importance attached to search engine optimization, it is easy to lose sight of what blogging is all about. And, at the end of the day, (unless you write and SEO blog) blogging is not “about” SEO! A blog should provide content to stakeholders that they will enjoy reading, and find valuable. Obviously, we all hope as bloggers, that by providing valuable content we will enhance our visibility, and the value proposition of our business to our customers and potential customers.

In other words, the purpose of our blog may be to enhance our marketing efforts, and it is necessary to blog in such a way as to increase the chances of our blogs actually being seen. But, marketing and SEO count for nothing unless our content matters to our intended audience.

Keep SEO and marketing in the back of your mind—and put good content in the front!

Writing for your audience should always be the goal. Google keeps getting smarter. The Googlebots will eventually catch on to any trickery, and that can only hurt people that try to depend on trickery. As the bots continue to improve, the one thing that they will always put a premium on is good quality to content. Content is king.

So you see, writing for your audience, and writing for SEO, is the same thing—when done right

 

Twitter Tips

This article focuses on “micro-blogging”, specifically the 140 character limited, microblog platform, Twitter.

Most of what I write in this blog has to do with what I’ll call “Blog Blogging”—that is, writing about posting articles on a traditional blog, like those that I build for my clients.

Following, are some of my favorite Twitter tips for maximizing your microblogging impact.
Tweet Frequency:

Aim for two tweets, twice per day. That’s fairly easy to accomplish by doing one “original” tweet plus one retweet, in the morning – and then doing the same in the afternoon or early evening. Tweeting more than this is better, with the important proviso, that overdoing it to the point that the only Tweets in your followers’ feeds are yours, will result in you being “blocked” or “muted”.

 

Retweet Other People’s Content:

Scroll through your feed, choose an interesting tweet from someone you’d like to increase your connection strength with. Then just click “retweet”.

 

Tweet Original Content:

  • Quick ‘quip’ (an idea or thought that you think your followers might find helpful)
  • A link to your most recent blog post
  • A link to a previous blog post
  • A link to a useful article posted on another site
  • It is more than OK to post links to older blog posts. It’s a great way to get more value out of work you’ve already done
  • It’s OK to post a link to a competitor’s article, not too frequently, but once in a while. Hopefully they’ll either reciprocate, or at least give you a ‘mention’ in their Twitter feed.

 

When to Tweet

I’ve read a few different articles about this, and looked at some graphs. Audiences are biggest in the workday mornings, and early afternoon. The most popular time to tweet is during the typical workday hours. Somewhat counter-intuitively, the best time to tweet for maximum engagement and click-through is actually around 1 to 2 AM!

(data here: https://blog.bufferapp.com/best-time-to-tweet-research)

 

Personally, I try to Tweet every morning, and then again every evening after dinner. My thinking being that, people open their Twitter feeds when they arrive at work, turn on computers, and start checking email etc. Then, after dinner, they’re sitting at the TV with their phones or tablets in their hands.

 

Final Thoughts
Your goals on Twitter, are similar to your goals when blogging.

  • Add Value
  • Think of marketing potential
  • Consider SEO (links to your website and blog)

Final Final Thought

Add value. Add value. Add value.

If we want people to follow us, and more importantly remember and follow through with us, we need to provide a reason for them to do so.

Remember, all of my blog building packages include FREE Twitter setup and blog integration too!

How Often to Blog?

How frequently should you post new blog articles? Like many questions this general, there is no single “right answer” because the answer depends on circumstances. Big organizations with employees dedicated to social media and blogging, should be blogging several times per day. Even medium sized organizations with a single staff member responsible for the blog and social media, should probably aim for near daily posts. Since this particular blog is not aimed at organizations of that size, we’ll move on to what is relevant to us.

Let’s talk about people like ourselves. People who are self employed, or who run businesses with only a few employees. How often should we blog?

Ideally, an entrepreneur or professional, should set aside time once per week to write a new blog post. A weekly blog provides value to readers, keeps fresh content in front of search engine bots (SEO), and most importantly, gives us a reason to proactively contact or subscribers and clients to give them something new. Online marketing works best when it is consistent, and timely.

As a “solopreneur” myself, I recognize that it isn’t always easy to consistently find time every week to blog. While blogging shouldn’t be onerous or too time consuming, those of us who are constantly on the go serving existing clients, and prospecting for new ones, don’t always manage to find time. There are a couple of ways to approach time management for blogging. I’m talking about a combination of flexibility and discipline.

Flexibility:
The purposes behind our blogging efforts include, marketing, sharing, communication, and community building. As long as we keep our blog relatively current we can accomplish all of those goals without blogging every week. We should always strive for the weekly post, but missing a week here or there is not likely to seriously undermine our mission.

Discipline:
Like everything we do for our own betterment, a certain amount of self-discipline is required to ensure success. To encourage blogging discipline, we should still target that one day a week blog goal. That means not just “letting it slide”, but instead, making a conscious decision to defer. A conscious deferral keeps the task front-of-mind until it has been completed.

So, pick your Blog Day. Choose your screen time. And go forth and blog!

 

B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0 – 1 times per month.
~ Hubspot

 

Don’t Set a Schedule That You Can’t Adhere To. Burnout can be a serious problem for bloggers. If you’re trying to write fresh content every single day, you’re probably on a fast track to running out of steam.
~ Small Business Trends

 

A lot of businesses are posting to their blog once every week. Every week, they create a new blog post and add it to their website blog. Small businesses have been doing this for quite some time, and for most of them, it appears to be working quite well. One of the main reasons why this works very well is because it’s beneficial for maintaining customer relationships. It’s useful to view a blog as a courtesy call…
~ SEO Blog

Dot Com, Dot U S, Dot C A, or Dot Net, Org, Co, etc.?

It is pretty well established that for most blogs and websites, most of the time, the “dot com” Domain Name suffix (TLD; Top Level Domain) is preferable to all others. There are a few circumstances where a country code TLD is preferred, but even then, it is always advisable to secure the .com extension too.

But what happens when you can’t get your desired name as a dot com because it is already registered to someone else? What are your options, and which option is best? This is going to be a near certainty for any potential one word domain name. Every single combination of three letters has already been registered. Every single word in the English language dictionary has already been registered too!

The typical entrepreneur and new blogger is going to be faced with a tough choice. Basically the choice is going to come down to this:

Do I use my desired name, but attach it to a less popular TLD (like .net, .org, .biz), or do I come with a creative name that I can still secure as a .com, but that may not be the name of my business or blog?

To answer that question, we need to start with the reasons that the .com (dot com) TLD is so popular.

  1. .com came first
    In the beginning there were basically only three TLDs easily available to regular people and businesses. They were .org, .net, and .com. Dot coms were fore businesses, dot orgs were for organizations, and dot nets were for networks. There was even some enforcement of these divisions at first. But every single business in the world wanted their-name.com.
  2. .com is easy to remember
    Since every business jumped at securing their-name.com, everybody soon learned that entering any-business-name.com would likely bring you to the website belonging to that business.
  3. .com is so ubiquitous that sometimes you don’t even need to type it
    Some web browsers will automatically assume and add the .com extension to a domain name, even before it is fully typed into the browser window.
  4. Search engines prefer .com
    This may be changing as search engines develop more complex and accurate algorithms, but it is probable that dot com names will always enjoy a big search engine advantage. A .com Domain name tells Google that the site has probably been around a while, that the owner has taken the trouble to secure the .com, that the site owner likely owns the trademarks to the name, and that the site is probably legitimate.

Your site is legitimate too, but you can’t get the .com. Now what?

Let’s look at alternate TLDs. Maybe you can buy yourname.net or yourname.org. Maybe you can buy yourname.ca, yourname.us, or yourname.co.uk. But should you?

There are differences of opinion here. I’ll give you mine. My opinion is based on buying and using Domain Names since the very early days of the Web. I’ve owned dozens, I currently own and use about twenty.

In my opinion, .org and .net are useful only if .com is not available, AND you want your registered and/or trademarked name included in your URL. If these two TLDs are available you should absolutely secure them, even if you choose to use different URL for the main page of your blog or website. Unfortunately, you will nearly always lose to whoever owns the .com when your name is entered in a search engine or browser window. If the .com is not being used, and is for sale, consider buying it. Unless the name is obviously, and spectacularly special, you can nearly always buy a for sale domain name for substantially less than the asking price. The people and businesses reselling Domain Names often own huge inventories that are very expensive to maintain. They can often be more desperate than they seem to unload a name in their inventory.

Country code TLDs can be excellent alternatives to .com. If your blog or business is location specific, like “Natural Wonders of Canada“, or “My Favorite American Chinese Restaurants“, then securing and using a .ca or .us Domain Name is a perfect alternative to a .com. Unfortunately, if your site is not locale specific, the message sent by a country specific TLD is going to be that either you are uninterested in reaching out beyond your borders, or you couldn’t secure a .com so settled for a .country.

What about all of the new TLDs coming on stream now? Honestly, IMHO, I think these are all completely useless. The entire exercise borders on being a fraudulent scam, designed to fool unwary netizens into perceiving value where none exists, and to force bigger, legitimate enterprises into buying useless intellectual properties for the sole purpose of securing them against squatters and extortionists. Don’t waste your time or money on them.

The Last Best Option

You can’t get yourname.com, yourname.us isn’t encompassing enough, yourname.org or .net is also unavailable. Whatcha-gonna-do? (yes, at the time of this writing watcha-gonna-do.com was still available!)

The best option for most of us, most of the time is this… get creative!

Make a list of things that your blog is going to be about, or a list of things that your business does for its customers, or the main products that you sell. List the kinds of things that your ideal clients are looking for. Remember, every dictionary word is already taken, but chances are that you can find a combination of relevant words that are still available as a dot com.

Heck! That’s exactly what I did with this very website! From the outset, I knew that there was going to be virtually no chance of securing an incredible Domain Name like, blogs.com or blogging.com. But I started playing with different combinations until I found a Domain Name .com that related exactly to the kind of service that I offer my clients. So, get creative. Start thinking. Start searching. My favorite name search website is Netfirms.com. My favorite Web Host is 1and1.com, who also have a decent search function.

For example, bestapplepie.com is not available, but bestapplepieintheworld.com is available. So is best-apple-pie.com

A note about hyphens

Hyphenated domain names ARE allowed. But this is a bit of a mixed blessing. On the plus side, a hyphenated name can be easier for humans to read, and it is also far more likely to be available. The downside (and it is a major downside) is that hyphenated names are not treated kindly be search engines, and because they are uncommon, the hyphens will often be left out by humans trying to manually enter your URL into a browser. I suggest avoiding hyphenated Domain Names.

What is Evergreen Blog Content?

Content that is “evergreen” is content that can remain relevant for long periods of time. It is the opposite of time-sensitive content.

Much of what we post on our blogs is newsworthy to our audience. That’s great! Part of the reason that people visit our blogs is to learn new things. The downside to all that current news is that it doesn’t retain its relevance for very long. Our amazing article about a fantastic new development in our field will quickly fade to just another interesting historical tidbit. To stay relevant with newsworthy topics requires a constant stream of new blog posts.

Evergreen content is the kind of information that someone might return to (or find) months, or possibly even years, after it is posted. For example, this very article about evergreen content, should remain relevant for months or years! There may come a time when the term “evergreen” goes out of favor, but even then, the concept of writing content that is designed to be useful for a long period of time, should stay important to blog content creators.

What kinds of content can remain evergreen?

  • Checklists
  • Glossaries (useful terms and industry jargon)
  • FAQs (frequently asked questions)
  • “How to” articles
  • Charts and diagrams
  • Historical summaries (any article summarizing a past event)
  • Biographical information
  • Bibliography and book reading lists
  • Instruction manuals
  • How to videos

What about content that is almost evergreen?

Some articles can remain relevant even if their content changes over time. These articles should be revisited occasionally for updating. Some examples include:

  • Web links (new links should be added and dead or irrelevant links pruned)
  • Biographies of living people (add new achievements, include obituaries as required)
  • Book bibliographies (add new publications)
  • How to articles for products that remain basically the same, but are occasionally updated, like software releases

Remember to “mix it up”

It’s important to stay relevant, interesting, and current to your target audience. That means that you need to include time sensitive news AND evergreen content. The news will bring people in. The evergreen information will keep them coming back.