How An Effective Content Marketing Strategy Means Making Less Content

The internet is filled with tons and tons of content. However, a lot of them are short and lacking. An average person surfing the web would probably need to read through a few dozen articles just to get exactly what they need.

In order to change this, Google has made modifications to their search engine to prioritize content that provides not only the exact information the searcher needs but also a great user experience. Check it out on their official search blog.

These days, it’s all about quality over quantity, so we made sure to leverage on this — we focused on curating more engaging, substantial, and easy-to-understand content. Here’s a killer example of a post we made that has long-term potential for being a comprehensive and useful resource: The Ultimate Guide to Understanding and Treating Finger and Toenail Fungus. This condition is surprisingly very common, and now, because of this content, when people search for it, they can easily find what they need from just one page — no need to go through a dozen Google searches to gather all the information that they need.

These information-rich pages are called evergreen content. Just as the evergreen plant is a picture of perpetual health and life, evergreen content stays relevant and continually “fresh” for readers throughout the years. It is crucial to focus on helpful, accurate, updated, and complete information. These kinds of content will keep your readers satisfied, subscribed, and coming back for more.

How The Change Worked

We know it can be hard to suddenly abandon a practice that you’ve been used to doing for a long time – especially if you don’t know if the alternative truly works. Here’s what happened for us.

Before, our ‘quantity’ approach involved 39 articles. Each of them was promoted separately and linked to from other pages throughout the website. Together, these articles collected a total of around 5,800 organic clicks over 30 days after the first 6 months.

Meanwhile, the content-rich evergreen resource had a far larger search volume at 19,513 organic clicks over 30 days after the first 6 months since publication.

1. Organic Results

This is even more amazing due to the fact that the evergreen article only appeared on the first page of Google for 4 keywords — compared to the 39 articles’ first page ranking for 14 kinds of long-tail keywords! Well, we couldn’t discount the fact that the evergreen article actually ranked for more competitive keywords, and that is truly a feat, right?

Evergreen content is also a great way to promote your content through other websites. By creating the best piece of content on the internet for a specific subject, such as the nail fungus resource, we were also able to reach out to other websites that normally would link to Wikipedia or WebMB and convince them that our content is superior.

Truly, an effective content marketing strategy means making less shallow content and focusing on high-quality evergreen content instead.

How You Can Do This For Your Own Website

Want to effectively replicate such content on your own website? Keep these five important points in mind:

1. Clear-cut aim

The aim of the evergreen article mentioned earlier is simple: to be the most credible authority on the subject of nail fungus.

What’s important to understand is that with each piece that you publish on your site, you have to make sure that you know what you want to accomplish with it. What is the problem that you are solving? How are you responding to your readers’ needs?

For example, by creating a comprehensive fitness content particularly targeted towards pregnant women, you are addressing an audience who will definitely appreciate and benefit from your article.

If your goal is specific and reader-oriented, more hits and visits coming from search engines will come organically when you build strong and quality content on your pages.

2.Original and extensively researched

How detailed should your content be? The nail fungus resource has over 20,000 words that feature well-researched and helpful information about all things nail fungus-related — from nail fungus causes, to nail fungus classifications, to nail fungus treatments, and more. Check out the table of contents that constantly floats on the lower right corner of the page that can be easily accessed no matter where the reader is at on the article:

2. Table of Contents

By creating fantastic content that is better than everything else out there, you are also building into your content the ability to promote itself. This means that other websites will choose your content over the other resources out there, even over the more famous ones.

Great content takes time and hard work. Do not rush and end up with a sloppy piece of output just so you can post something on your blog.

Invest in that effort, and it will definitely not be wasted as Google will reward you for the high quality and user experience value that you provide.

3.Clean and organized format

The article is admittedly a long read, but its easy-to-follow format and properly labeled sections allow the reader to do three things: 1) Digest the information piece by piece; 2) Navigate to a section they’re interested in; 3) Stop and come back to a part for further reading.

3. Diffentiating Nail Fungus

As an example, take a look at a section in the nail fungus resource featured above — it was chopped up into three properly labelled sections so that the information can be read in bite-sized chunks.

It’s also important to avoid long paragraphs. Two to five sentences in one paragraph is easier to skim, browse, and absorb, rather than one long and potentially confusing paragraph. Divide your topic into sub-categories and use bullet points and different fonts if necessary. Check out the example below.

4. Bullet Icons

You might also want to utilize the wonders of visuals — images, videos, infographics. These can help drive points more effectively and avoid the monotony of textual content.

4.Simple, everyday language

Even when dealing with a scientific or medical topic, it is important to translate your content into friendly, easy-to-understand language. It should be useful even to newbies or readers who have zero idea about the subject matter.

Unless your target audience are professionals in particular fields or you are writing an academic paper, it is important not to overload your article with jargons and scientific terms. Even if you have to use them, you can insert brief and simple explanations that flow naturally with the article as shown in the example below.

5. Everyday Language

Your skill as a content creator is not proven by your ability to use big and complicated words, but rather, through your ability to engage your audience, teach them new things, and answer their needs.

5.Regularly revisited and updated

Just as evergreen plants require watering once or twice weekly, you need to continue monitoring your content to be sure that everything is still updated and applicable. Do not forget to include new data, information, and findings to keep it fresh and relevant.

A good review timeline would be at least twice a year or even once a quarter, depending on your niche. If your website caters to technology geeks, you might need to revisit your content more frequently, due to the fast pace in that industry.

The design, colors, and flow of your website may be your online face, but your ability to carry a good, meaningful conversation reflects heavily on your content.

And you know what they say — a beautiful face may attract the eyes, but a good, interesting conversation sustains and strengthens a relationship. It prevents you from becoming obsolete and forgettable. It lets your audience know that you speak with substance.  

So start creating your precious evergreen content now, and enjoy the benefits of an effective content marketing strategy that you can benefit from in the long-run.

Sandy Getzky is the executive coordinating editor at The Global Nail Fungus Organization, a group committed to helping the 100+ million people suffering from finger and toenail fungus. Sandy is also a registered Herbalist and member of the American Herbalist’s Guild.

  1. April 11, 2017 | Reply
    • Liudas Butkus
      April 17, 2017 | Reply

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