In addition to drawing traffic to websites consistently, evergreen content helps businesses develop brand authority, maintain buzz on social media, receive spikes in traffic, and rank higher in search engine results.
As you plan your new content for 2013, take the time to review your most popular existing content. It can be just as valuable as the new stuff, especially when you optimize it to make it work even harder.
Here are nine ways to do it.
1. Update and advertise.
Create reminders to freshen evergreen content with updated information and statistics. The updates keep the content relevant and keep people coming to the site. Feel free to post a link to the updated content on a landing page with a sentence or two explaining the change.
2. Turn seasonal into evergreen.
When reviewing posts, look for opportunities to turn the most popular posts into evergreen posts. Even content with a seasonal slant can carry valuable information for any time of year. Update those posts by broadening them from a specific event.