Your dealership needs a blog. But, we’ve told you that already. To really be successful, that blog needs a mix of evergreen and up-to-the-minute content. While it’s easy to get caught up in creating blog posts for the hot topic of the moment, your blog can also benefit from evergreen content that will consistently drive traffic to your website, no matter the season.
Characteristics of evergreen content
The biggest benefit of evergreen content is that it’s useful year-round, with little need for any up-keep. If you’ve been blogging for a while, you know how much time goes into creating a good post. This content maximizes that time, as it will stay relevant (and bring in traffic and leads) season after season. So what qualifies content as evergreen?
· Lasting: With the exception of sometimes needing a tweak or two here and there, evergreen content won’t change much and stands the test of time.
· Valuable: Content must resonate with your customers in order to truly reap the benefits of being evergreen. If the content doesn’t attract substantial views when it’s first published, it won’t bring in traffic weeks, months or potentially years after.
· In-Depth & Detailed: As a general rule, evergreen content will typically take longer to develop and provide a deeper look at information than your typical blog post. If you get it right the benefits are wonderful.
What does this mean for your dealership?
As mentioned above, evergreen content tends to rank well in the search engines over time, bringing your dealership more traffic and leads. Therefore, when you’re creating your content, think about the keywords that you’d like to rank for and develop information around that. Frequently asked questions, are a great place to start – as potential customers will likely continue to look for that information regardless of season. Just be sure to keep your calls to action fresh, and incorporate evergreen content into your social media editorial calendar to reinvigorate traffic through social shares.
What types of blog posts drive the most traffic to your dealership? Let us know in the comments.