Blog Builders: ‘Evergreen’ and ‘Anytime’

Your blog is a great way to feed subscribers and visitors helpful information while showcasing your brand, its personality and voice. But creating a steady stream of blog content can be challenging for anyone. Here are two types of content that can make updating your blog a bit easier.

1. Evergreen.

Evergreen content can be reused. It’s often seasonal, such as the story I reposted about some Illinois bats, framed with a Happy Halloween message, but seasonal content is not just about holidays.

My clients in financial services can offer tips for “tax season,” for example. Summer is considered “wedding season,” so financial advisors can address simple ways for two formerly independent individuals to shape their financial future as a couple.

2. Anytime.

This non-seasonal version of evergreen content is general, without being generic, and the best way to harness the power of anytime content is to build a “bank” of it. When you keep a few extra posts written and waiting, you can turn your attention to current deadlines and other priorities without abandoning your website.

The post you’re reading now is an example of my own “anytime” content with an informational flavor.

You could file many of my inspirational posts as “anytime content,” but anyone who reads those posts also gets a sense of the values and energy fueling my work.

New goal: Post content you love.

As a professional writer and editor, I went through a phase of trying to write for “everybody” before learning to accept – and appreciate – that I write “journalistically.” I may edit general blog posts in bulk by request, but I no longer write blog posts for clients unless those posts require a certain expertise, such as my background in technology, insurance and financial services.

My journalism degree equipped me for a unique corporate career in HR training, lobbying, executive ghostwriting and strategic internal communication before I launched my freelance writing business. I love writing powerful content for websites, brochures and other marketing collateral for my clients, and that’s where I focus my time and attention.

Search engine crawlers inspecting your website like to chew on fresh, new content, but Search Engine Optimization (SEO) isn’t the only reason to update your blog at regular intervals. A recent post shows your website is “alive” and its maintenance matters to you. A visitor can trust that the other information on the site, such as your contact page or business hours, will also be current.