Can You Make COVID-19 Content Evergreen?

If you’re like me, you’ve probably been writing a ton of COVID-19 related content on your blogs and social media channels. I’ve been writing this style of content for myself and my clients, and it’s safe to say it can be a lot. You might even be wondering if this kind of content will even be relevant in a few months. This thinking might cause you to second guess whether or not you should write this style of material in the first place. Today, I wanted to shed some light on the difference between time-sensitive and evergreen content, as well as how to make the time-sensitive content we create more evergreen.

Time-Sensitive Vs. Evergreen Content

Before we dive deep into today’s topic, let’s cover the difference between time-sensitive and evergreen content.

Time-Sensitive Content

Time-sensitive content is the style of content that is relevant right now. This style of content has the best chance of going viral because a lot of people are looking for this content in a short period. This content is likely to have a big spike once or twice (possibly annually depending on the style of time-sensitive content you create.) After you see this big spike, the popularity of the content tapers off, and you’ll get fewer clicks to the content.

Evergreen Content

Evergreen content takes a different approach. Evergreen content is popular year-round, so you’ll likely get a steady stream of viewers with no significant spikes in content popularity unless you take a lot of time promoting the content or an industry expert shares it. Evergreen content is a stable driver of traffic to your blog.

A Good Content Strategy Blends The Two

If you want to create a great content strategy, you need both time-sensitive and evergreen content. Evergreen content will give you the stable traffic you need to grow your site. Time-sensitive material will provide you with those spikes that get you and your content in front of new eyes and propels your content forward. Your focus should be on evergreen content that drives consistent traffic but don’t be afraid of adding in time-sensitive material to fill in the gaps.

7 Tips For Making Time-Sensitive Content More Evergreen

Now, let’s share some tips on creating time-sensitive content that feels and acts more like evergreen content.

1) Use More General Language

One of the easiest ways to make time-sensitive content more evergreen is to use general language. For example, instead of using COVID-19, you can use words like pandemic or virus. Anyone reading your content now will understand that you are referring to COVID-19, and people reading the article after this has passed might get something out of learning about the topic as it relates to pandemics or viruses.

2) Focus On Topics That Will Be Relevant After The Current Situation Has Passed

One of the worst things you can do is create something that’s so specific that it’s not relevant to your readers after the current situation has passed. You have complete control over which topics you choose to cover, and you can’t talk about everything, right? So, why choose a niche topic when you create time-sensitive content? You can just as quickly pick a topic that will feel relevant after everything is over. For example, a lot of people are talking about remote work right now. Remote work is relevant to COVID-19 because so many people have to work from home right now. It’s also related to general life for many people who have the opportunity to work from home. Don’t make your tips so specific that they only apply to remote work right now.

3) Interlink Your Time-Sensitive Content With Evergreen Content

Unless you have a considerable audience, time-sensitive content may still fall flat. One of the best ways to lend credence to your time-sensitive material and get more eyes on it is by interlinking it with other content on your site.

I did this with my fifteen human resources article ideas and my five content marketing ideas for HR technology companies during COVID-19 post. The article where I share fifteen ideas does pretty well on Google already and brings in consistent readers to my blog. By interlinking my newer article with my evergreen article (and vice versa), I can improve the ranking of both pieces and my standing as a blog for HR technology companies.

Overall, I can make my time-sensitive article feel like it stands the test of time by associating it with a more evergreen piece of content while getting my audience to stay on the site longer for more advice. As long as my time-sensitive material is linked to my evergreen content, I will continue to see more traffic driven to that article.

4) Limit How Much Time-Sensitive Content You Create

Overall, your focus should be on the creation of evergreen content. Evergreen content will give you more bang for your buck and allow you to connect with a more loyal audience. You shouldn’t jump on every bandwagon or craze, especially if you don’t have the budget or traffic to back it up. Virality isn’t all it’s cracked up to be. Virality isn’t essential for most businesses, especially if you have a product, software, or service offering. Instead, your goal should be to build your website by using targeted traffic. You are trying to attract the right audience, not every person with an internet connection. By limiting the amount of time-sensitive content you create, you can improve the strength of your blog.

5) Use Search Engine Optimization To Your Advantage

Search engines are smarter than you think. You can talk about more general terms as well as time-sensitive topics in your post. Each post you write can be found using various keywords. So, don’t be afraid to include more general keywords in your content (as it relates to the post.) Don’t keyword stuff or insert random words just to fit in. But you can include general and specific terms in your content. For example, if you are a company that sells storm gear that protects people in storms, you could include terms that talk about general storms and specific storms in your article. By using a variety of words, you’re more likely to rank for a variety of keywords, thereby giving more longevity to your time-sensitive content.

6) Be Smart When Creating The URLs For The Content

Changing a URL is possible, but it’s a pain in the behind to do. If you want to change the URL, you have to make sure that people who have the old URL are redirected to the new URL. If you can do it the right way from the start, you’ll thank yourself later. For example, you might not wait to include the specific name COVID-19 in the URL. Including a detail like that might date your article or make it seem irrelevant to people reading the post after the event has passed. On the other hand, there are some moments when you probably do want to include a specific term like COVID-19 in the URL. I would encourage you to use specific terms for things that are more flexible, like the title of an article that can be changed easily.

7) Update Content Once The Time-Sensitive Issue Has Passed

One of the best parts of blog content is that it can be updated. If you have something that feels too time-sensitive, update it to use more general language after the time-sensitive issue or event has passed. This should only take a few minutes, and you won’t have to re-route anyone to the new content once you save it on your website. Updating content is also extremely important if you are covering developing stories, don’t be afraid to go back and update people or redirect them to the latest updates and coverage.

Conclusion: You Can Make COVID-19 Content More Evergreen

Evergreen content should be the core of the content you create as a business. It’s more cost-effective and helpful to your audience overall. You can easily create content that is helpful without tying it too tightly to the pandemic or things that are going on. Let your audience infer why you are putting out content about remote work instead of relating it closely to the specific context of COVID-19. When you are doing certain things, like covering news around the virus, you will likely have to be very specific with the content you create, but most of us aren’t doing that. Do what feels right to you and your team, as well as what will help the largest number of your customers.

Content CreationAmanda CrossApril 28, 2020Comment