For every lucky (heavily shared or viral) post I create, there are a hundred posts that sit around on my blog and pick up a few organic page views per day. Some of these are my best pieces – the ones that reflect a solid combination of expertise and passion for my favorite niche topics. They aren’t necessarily newsworthy or relevant, but they do hold value in the long run.
Although they aren’t blockbusters, the posts still help me.
- They increase my visible expertise and reputation in my niche.
- Over time, evergreen content brings slow and steady traffic to my website.
- It associates my name and reputation with specific keywords and topics in my areas of expertise.
- The media discovers and reaches out to me when my niche topics are newsworthy.
- I am able to more easily network with others in my niche in a digital environment.
Hitting the Right Target Audience: Quality vs. Quantity
It’s always nice to have a big hit, but there’s a great deal of hidden value in niche blog posts, especially for you and your personal brand.
Niche blog posts may not get as many views, but they can still find the right audience. I’d rather broadcast to 10 engaged, captive readers (who might buy a product or click on advertising) than 100,000 who won’t be satisfied with the content, won’t subscribe to the blog and won’t return to it.
Over time, those 10 engaged users add more value to the community I’m building. They comment, bring friends interested in the same niche, and maybe even contribute as bloggers themselves. These types of engaged readers are often the most valuable to work with and learn from as well.
Anticipate Trends with Evergreen Content
Occasionally I will have already covered a topic that becomes relevant later. In 2012, I covered a Star Trek convention for the now-defunct Yahoo! Contributor Network. My piece was about actor Levar Burton’s passion for literacy and his announced intentions to produce and promote a Reading Rainbow app.
As an avid and active participant in the discussion about digital publishing and a former “Reading Rainbow” fan, I knew this would be an interesting and valuable topic. Plus, Burton’s “Star Trek” fans are supportive of his other ventures. The post received a few hundred views in the week following its initial publication.
In 2014, Burton and Reading Rainbow decided to crowdfund the app on Kickstarter – with a great deal of success. HuffPo, Forbes and many other media outlets became interested in this now newsworthy information.
I felt a bit like a content writing hipster. There was a nice sweet spot – while the topic was trending but hadn’t been fully covered by major outlets – where my 2012 piece ended up on the first SERP (search engine results page) on Google. That translated to advertising dollars for Yahoo!, who was hosting the content, and for me as I got bonuses based on page views.
You can employ this tactic simply by writing on topics in your niche. No doubt websites that have been covering comic books and comic book conventions received a major boost in the search engines as movies and conventions started to mainstream. Identify and capitalize on the trends in your niche, even if it isn’t quite popular just yet.
Do you have any evergreen content success stories or tips? We’d love to hear from you. Please post below or consider guest blogging for SEMrush.
Tara M. Clapper is Technical Editor at SEMrush and Senior Editor at The Geek Initiative, a website celebrating women in geek culture.