So you want to be a content creator, right? Creating content is one of the best ways to push your brain to its limit. But you don’t have to throw things at the wall to see what sticks.
You can create content that you can slowly build upon over time. The more content you make, the more valuable the collection will be in the future.
But not all content is created equal. If you make headline content today, it may lose value by tomorrow. Conversely, there is content that holds value for decades and longer—we call this evergreen content.
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What is evergreen content? Evergreen content is a piece of media that holds value because of its focus on general phrasing, artistic design, or utility. Let’s look at some examples.
- Video games. So games focus on bleeding edge graphics; however, in 20 years, the game doesn’t hold up. Other games focus on unique art styles that age like fine wine.
- Buildings. Have you ever seen those ugly malls from the 1980s? How about intricately designed buildings from the 1800s?
- Movies. Many movies focus on special effects as their selling point. Other films (say Star Wars in 1978) focus on character interaction and progression. Character-focused narratives last the test of time.
Two paths to choose? As a content creator, you can do news-style and evergreen content; however, you’ll be best known for one over the other.
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I like to write about passive income, including dividends and investing. All my content is evergreen because I want to teach others about investing.
However, I could start commenting on the stock market’s daily gyrations relatively quickly. I would grab more attention upfront but have almost no backend viewership. How many times have you watched the news from a year ago?
Understand your content. You are the content creator; therefore, you are responsible for your business outputs. You must know what type of media you produce and why.
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For example, let’s say you focus on 80% evergreen content and 20% current news. Using big headlines to drive traffic to your evergreen content can work in your favor.
Let’s take the discussion around current mortgage rates. You can release an article stating that current mortgage rates hit six percent (news).
However, in the article, you can link to other content such as “why are mortgage rates important,” “who determines mortgage rates,” and “how to find good mortgage rates.”
The last three articles are evergreen content that will continue to produce residual views and income.
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Start with evergreen. When you start your journey, begin by releasing evergreen content. Yes, you can become more relevant by focusing on current news.
However, your content will not stack over time as with evergreen content. I recently sold a copy of one of the first books I published because it is still relevant.
Evergreen content allows you to build your body of work. When someone finds your content, they may want to hear more from you.
This initial introduction is when they will go down the rabbit hole of your content—binging until they feel that they know you.
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If you focus only on news-style content, you will lose this binge-fest. And frankly, the binge is where the real money happens.
Making evergreen content. How do you make evergreen content? Of course, you will need to consume a lot of books and media.
You consume books because you want to form your own opinion. You cannot become a thought leader without your own thoughts. Your belief system and experiences will separate you from every other content creator.
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I believe in retiring early, building passive income, onboarding roommates, and creating generational wealth. These are my core principles, and I stick to them.
I can then convert fresh headlines into evergreen content by adding my belief system and audience. I get evergreen content when I combine my long-term messaging and current headlines.
Let’s do a couple of examples. Say AT&T and Verizon both hit 6% dividend yields. I can write an article titled “High Yield Dividend Stocks versus Treasury Bonds.”
Again, the AT&T and Verizon story will garner more attention in the short term. However, in time, my Treasury article will continue to generate residual views and income because it is always relevant.
What if prices drop on used automobiles? I can write an article on falling prices, but a report on the value of “gap” insurance will be more valuable in the long term.
Create value for your audience. Think of yourself as a filter. Your value as a content creator is that people appreciate your stance on certain items.
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When your audience sees a new headline, they think about how it will affect them. Then, they will go to your channel to see your opinion.
At these moments, you can merge short-term news with long-term evergreen content—making you relevant in both circles. Again, having that massive base of evergreen content will establish you as a subject matter expert.
Creating compelling evergreen content. I don’t care for the word “compelling.” I prefer to say, “create meaningful content.”
If mortgage rates jump to six percent, don’t just write an article saying, “Why are mortgage rates important.” Write something that says, “Should you pay cash for your house in a high mortgage rate environment?”
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The only way to understand the depth of your abilities is to produce content daily. You will create so much content that you will become great at building deep, valuable conversations.
Conclusion. You may not understand what evergreen content is as an outsider. However, it is something you see every day.
Choose between these two articles “The Top 10 Movies of All-Time” and “The Top 10 Movies of 2022.” In the short term, 2022 may lead the way. Over time, the all-time article will continue to garner views and gain momentum.
You reap all the benefits of your hard work if you create both. Then you can write an article titled, “Will Any Movies from 2022 Join the List of All-Time Greats?”
Inside the last article, you can link both of the previous articles. This connection draws even more eyeballs, which gives you the magic of content stacking using evergreen content. Good Luck!
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