Evergreen business blog topics: why you never should get bored with them

When I first started HTWB, foolishly I thought once I had written an “evergreen” post about one particular topic I should not write any more about it. Evergreen? Boring. Who wants to read about a topic more than once, especially as its correctness lasts a long time? (That’s why it’s “evergreen.”)

Evergreen business blog topics: why you never should get bored with them

Evergreen business blog topics: it’s easy to get bored with them yourself, but they really matter to your readers. Here’s how to keep them both evergreen, and fresh…

On reflection that was a big mistake, when considering you readers … and more to the point, it’s a potential mistake for you to consider  with your own business blogging.

For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here

You may think you should only write once about any sub-topic within your area of expertise, but the likelihood is that most of your readers want more. What to you, as an expert in that subject, may seem old hat, is new – or at least ongoing “hat” – to your readers who don’t know as much about your subject as you do, and seek your views to find out more for themselves. So…

Why you need to keep  producing evergreen business blog topics

Having identified your audience, whether niche or otherwise, you’ve got to remember that people don’t  remember what you wrote about topic X 4 years ago, even if you do.

Now obviously you’re not going to use that to re-issue an old blog on to the web a) because some people will  remember it and b) Google sure as hell will.

But what you have to appreciate, as I learned recently, is that your audience probably isn’t interested in random extensions of your business topics, much as you find it interesting to read and write about them.

What your audience needs and wants is, to put it a bit crudely, “more of the same” … not repetition, but reminders of and expansions on the evergreen information.

Your readers aren’t stupid: they’re just busy

You may think you are being repetitive in sharing blog posts that focus on the same or similar topics that affect your readers (and possibly keep them awake at night.)

BUT: Never forget that although you may deal with these issues every day, your readers don’t.

They only get affected by them now and again, but when they do get affected, they should feel free to look to you and your website/blog to help them.

Reading about the same or similar topics on your website or blogsite will never be boring for your readers, unless you repeat stuff verbatim. On the contrary; the more information and ideas you can share on the topics that concern your readers, the more you will help them, and so be perceived as the experts they need to hire, if appropriate.

So how should we create good, new evergreen business blog topics?

This truly is a no-brainer. As mentioned, of course we can’t repeat ourselves and regurgitate old advice. But who needs to do that anyway?

There are very, very few businesses nowadays that don’t evolve and move forward at alarmingly high speed. Circumstances change. Issues change. Focuses change. For your clients, all this in itself can be bamboozling.

Don’t lose these opportunities just because you wrote a blog about that 3 months ago.

Here, then, are opportunities for you to share your knowledge and expertise further, helping your readers keep up with the latest issues and challenges in their businesses – while still focusing on evergreen material.

4 ways to develop new evergreen posts from earlier ones

1. Unless you wrote a 10,000 word evergreen dissertation on a topic, there’s a good chance you didn’t cover every aspect of it. Take another look at your original and split the main elements of it down into individual sub-topics, then expand on those in new blog posts.

2. Given the speed at which everything is changing in our current world – from technology to medicine to nature and the food chain – things are probably evolving in your niche, too. That provides you with opportunities to update your readers in new blog posts that relate the changes to the basic evergreen information.

3. Look at issues that bump into your original evergreen material: related, but parallel rather than similar. If you’ve written a classic cake recipe, how can a new way of making icing/frosting impact on the old favorite recipe in your evergreen piece? Would it work, or would readers be better off sticking to the traditional methods? If you’re an accountant, how do changes in HMRC/IRS regulations impact on how your clients’ tax returns (about which you have written an evergreen article or post) are filled in?

4. Go back to your earlier evergreen business blog posts and update them, by all means, but don’t either delete them or change their headlines, URLs, first 2-3 paragraphs, etc. – especially if they are still getting traffic on your website. This is more of an SEO issue but is relevant all the same. After you have made updates on your original evergreen post, considering writing an entirely new post that picks up on the original but shares updates and other relevant information in its own right. Then, make sure you link from that to the original in your text, and similarly from the original back to the new post.

How do you feel about the evergreen posts on your business blog?

Please share your thoughts and advice.

And if you want some more in-depth help with your business blogging, drop in here and take a look.

 

 

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