If you've read the ITC marketing blog, you've seen quite a few blog posts. (More than 750 actually.) This is for good reason.
According to HubSpot, businesses who focus on blogging see 13x more return on investment.
If you've been blogging, there's a good chance you've seen some early success. That means more visitors to your website, and maybe even a few new leads, followed by this:
If so, you're not alone. Many blog articles have a short shelf life as new content floods the internet daily.
But what if there was a way to draw target consumers to your insurance website for years?
How about from a single blog post?
Well, there is a way to do this. It's called evergreen blogging.
What is Evergreen Blogging?
Evergreen trees keep their leaves all year. They are always green, or evergreen.
Similarly, evergreen blog posts stand the test of time. The information in these articles remain relevant for years. The topic is both general and focused enough to get continued attention from consumers.
Blog articles that focus on trending events or time-sensitive advice don't meet these qualifications. Ask yourself, 'Will this article still be relevant years from now, without any changes?'
Look at how many views this ITC blog article received in the past month. It's four years old.
But, evergreen blogging can bring you more than a stream of readers. It can help establish your agency as an insurance authority. And, it can improve your search visibility.
These benefits can help boost your bottom line.
'But Insurance is Always Changing...'
Few industries are as volatile as the insurance industry. Policies expire. Rates fluctuate. Even lines of coverage are seasonal in nature.
It can be difficult to find topics that will stand up for three months, let alone three years. So, it's important to think outside the box when you prepare to blog.
Here are a few examples of evergreen insurance blog topics:
• How to Perform a Home Inventory
• Boating Safety Tips That Can Save Lives and Money
• What You Need to Know About Vehicle Replacement
• How Filing Multiple Claims Can Hurt Your Premium
Much like Master Yoda, these topics are timeless and educational.
These topics will remain relevant in all seasons. They will not only rank in the search engines, but they'll also bring in a steady stream of traffic for years.
Evergreen blogs are the gift that keeps on giving.
How to Create Enduring Evergreen Blog Content
Now you know how evergreen blog articles can attract consumers over the long haul. But how can you add evergreen blogging into your content strategy.
1. Rebuild Your Content Strategy Around Answers
A tall Douglas Fir has well-established roots in the earth. Likewise, the roots of your evergreen blogs should be in an answer-based content strategy.
In the age of the empowered consumer, an agent's success is the ability to provide solutions.
2. Look for Long-Tail Keyword Topics
Once you've committed to providing answers, it's time to look for questions.
Find out what consumers are asking. This can be about the services you offer and the people and items they protect.
Poll your staff to see which questions come up most often. Or, search online forums like Yahoo Answers or Quora.
3. Segment Your Topic List
Topics or questions that are time-sensitive or trendy should go to a different list. Use them later in a non-evergreen blog post.
Time-sensitive blogs can also be valuable for your blogging strategy. Everything that's left over will be your evergreen blogging list.
Now you have your evergreen blog topics. Research them.
You want your evergreen blog articles to be 10x content. That is, 10 times better than similar articles on the topic. That will help maintain high rankings and drive long-term traffic.
Link to the sources you researched for the article. This citation will help boost your post's credibility.
5. Use Numbers Wisely
Adding statistics to your blog post can earn the trust of your readers.
If you want your article to be relevant for the long-haul, avoid quoting any data with a limited shelf life. This includes any year-over-year numbers data from annual surveys.
Statistics with relative numbers are more likely to help your blog stand the test of time. A great example is the statistic from earlier about achieving 13x greater ROI.
6. Promote and Re-Promote
As with any blog article you write, promotion through social media is key.
Evergreen blogs are also easy to re-promote, since they remain relevant for years on end.
Plan on sharing your evergreen articles on social media every few months. Be sure to switch up the messaging each time you re-promote the post.
7. Analyze and Re-Iterate
Evergreen blog articles can bring you traffic and long-tail keyword rankings month after month.
But, you won't know how these articles impact your agency's growth if you don't check.
Take a look at the landing pages report of your website's Google Analytics account each month. Check which blogs show up, and how many views they received.
If certain blogs are on that report each month, try writing similar types of articles. Drive even more traffic to your website.
Evergreen blogging takes some initial effort to create. But, the returns will far outweigh the time you put into them.
Have you had success with evergreen blogging for your insurance website? Let us know in the comments.