When you’re trying to promote your dental practice or local business, staying ahead of the curve with the latest news and trends is important. However, not all of your content needs to be timely to be successful.
What is Evergreen Content?
This article in itself is an example of evergreen content – its purpose and application will not change over time.
Evergreen content is long-lasting information that does not become outdated over time. It’s sharing information about your business or industry that won’t become irrelevant, even when things change or evolve.
For example, you might offer a variety of different products or services to your dental patients, but all of them have a common thread: to promote good oral hygiene. Instead of writing one Facebook post or blog article about the benefits of one service, you could highlight the long-term health benefits of dental care.
Evergreen Content and Your Website
Your website is a great place to showcase evergreen content, because it is not updated as regularly as other platforms. Dental and local marketing depend on strong search engine optimization (SEO) and creating content without an expiration day plays a huge role in that. In fact, search engines like Google or Bing are much less likely to show your website to people if your content doesn’t meet their criteria.
Many of the pages on your website do not need to be updated on a regular basis to be successful. Once you have strong content and the right framework in place, it should be fairly simple to drive traffic there and promote your dental or local business. Here are some examples of where you might place evergreen content:
Home and About Page: Even if your practice expands over time, the nature of your business should stay consistent. Talk about the “staples” of your business – i.e. your extensive experience in the dental industry, your key specialty areas, and your top-notch customer service. You can get into specifics later on, but these key entryways to your website should have content that is sustainable and applicable to a large audience.
Your Marketing Blog: Your blog should be a mix of trending and evergreen topics. This will help ensure you’re staying up-to-date on the developments in your industry while housing content that doesn’t get boring or tired. “Breaking news” isn’t breaking for long – it very quickly becomes a thing of the past when the next high-tech advancement comes out. The same goes for information like infographics, reports, and links that could go bad over time. Be mindful of what you use inside of your articles and try to avoid using information with a limited lifespan when possible.
Your FAQs Page: Most business owners notice a commonality between their patients and customers: they’re often curious about the same things. Your FAQs page is another create place to highlight your specialties, your products or services, and any information that is regularly searched for. If you have a dental practice, consider adding in information about free consultations, payment plans, or dental insurance. You don’t have to go into specifics, simply mentioning that you offer these benefits through local online marketing will be enough to get you on Google’s radar when someone is searching.
What About Social Media?
You might think social media is the last place you should be sharing evergreen content, but all of your marketing platforms have potential. Evergreen content can be a good filler when the news in your industry is dry or you’re particularly busy at the office. Considering sharing things like:
- Patient or customer testimonials
- Dental, health and wellness tips
- Blog posts from your website
- Q&A’s (“Did you know we work with families that do not have dental insurance?”)
- Videos or educational resources like eBooks
As a local business owner, it can be easy to get overwhelmed or lose sight of your online presence. Trying to stay up to speed in niches like the dental industry can be tough when you’re limited on time and resources. However, learning how to create and leverage the right content in the digital community is critical to your long-term success. Considering outsourcing your marketing needs to a website and SEO expert so you can get ahead while staying 100% focused on your business.
