This post was guest-written by Anita Dykstra

Trust, credibility and showcasing you’re the expert in your industry is a must to sign more clients and bring more perfect leads.

Social media is fast becoming increasingly harder to drive new leads and clients because of algorithms but also the competitiveness to stand out, somethings gotta give.

That’s where evergreen content can come to the rescue! This kind of content can drive more leads and dreamy clients without you having to fight for visibility or really show up at all.

Expiring content vs Evergreen content

There’s two types of content that you can create as a business owner, but right now you might only be focusing on one – expiring content.

1. Expiring content

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Expiring content is content that is trend based or that expires shortly after it’s posted.

It can provide quick sales and visibility however it quickly dies off, never to be seen again.

For example: ‘10 Instagram trending sounds’: this is going to not be relevant a couple of days after posting.

Another example: ‘How to design your Christmas table’: this is also going to be relevant during a small window of the year.

We also have expiring content platforms, such as Instagram and TikTok. Posting any kind of content whether it’s an evergreen piece of content or not, will expire hours after posting on these platforms.

2. Evergreen content 

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Then we have evergreen content. 

This is content that never goes out of style, it’s going to be relevant to your ideal client years down the line. This can be more sales over a longer period of time.

Example: ‘Is Your Brand Actually Serving You?’.

Although some information may slightly change, this is going to be a piece of content that will be highly relevant months, even years down the line.

In terms of evergreen content platforms, there’s blog, podcast, YouTube and Pinterest.

I highly recommend starting with blog marketing because;

1. You’re able to edit the evergreen piece of content anytime and within minutes. Let’s say you need to point to a new link or a piece of information in the blog post, you can simply login and update it!
2. It’s the easiest to get started with. All you need is a website and a computer. No fancy equipment needed!
3. You own your website, you don’t own YouTube or the podcast platforms.

Blog content is the only true evergreen content out there and that’s because although Youtube and podcast content stays on the platforms forever, it’s not easily editable if a piece of information is no longer relevant.

The perfect content match is to create evergreen content posted on a blog!

How to start a blog

Now you know a blog is the best choice but you’re like;

“I have no idea where to start”

“I’m not a blogger”

“A blog is going to be too much effort to set up”

A blog is simply extra pages on your website. 

If you have a website you have a blog.

Whatever platform you host your website on, it will give you the option to create blog posts. 

The first step is to simply write your first blog post and publish it.

What to write about first

If you’re a coach, course creator or done-for-you service provider, you’ll want to think of ONE offer to create content around first.

For each offer you have, you should create an Evergreen Content Ecosystem.

This is a collection of blog content (around 16 blog posts) that answers your ideal clients questions and objections around your offer topic and highlights what your offer can do for them.

Because this content is evergreen it can spark sales all year around, as well as help you convert higher during launches.

In fact, in a recent launch of ours, 50% of people who purchased our course, Blog Traffic Machine, during our launch actually read at least 1 blog post before purchasing.

This really solidifies how much a blog post can build trust with your audience.

If you want to drive more automated leads and sales into your business, start creating evergreen blog content that will last a lifetime, build trust with your audience and help showcase that you’re the leader of your industry.