Why content isn’t king if it has been copied
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Onsite content can be divided into two general categories, evergreen content and trending content. Just like the name indicates, evergreen web content stays useful season to season, year to year with little or no need for upkeep. Trending content generally covers a specific event or change in a market. While trending articles may bring in substantial volumes of traffic as the story breaks this can quickly fade as the article becomes out-dated or irrelevant.
Evergreen content is so valuable is because it continues to work for you long after you first publish it. Quality articles may rank well for related search terms, and as these terms are searched for regularly over time these articles will become reliable sources of traffic. Evergreen content is powerful for building a brand, building an audience and marketing a business online.
In real estate there are numerous resources that can be considered evergreen, such as:
A few tips on creating useful evergreen content that should aid your overall online marketing efforts:
Evergreen content generates constant traffic from a variety of sources, notably from natural links, search and social shares. These articles will continue to generate visitors that will further help market your website and your business by linking to your website, sharing your articles, subscribing to newsletters or following you on social networks.
Given that your content will continuously drive traffic to itself; there will be an ever increasing number of potential clients will also be assured that given the quality of your content that you are an expert in your field – a topic or service that they are actively searching for. These articles can also help improve the conversion rate by including calls-to-action where the reader can easily see. Evergreen content should be used as a marketing strategy to create sustainable traffic, brand growth and increase the authority of your website.