Content marketing is the art of using content to generate reach on Google, Facebook and all other social media platforms. There are many different forms of content marketing.  These differ on the one hand by the medium of the content e.g. video, audio podcast or text (more on this in the next blog post), on the other hand they differ in content form. Here we distinguish between current articles and evergreen content.

Evergreen content for the increase of organic reach

To explain the whole thing a bit more, let’s add a small example.

A typical example for evergreen content is e.g. a blog for cooking recipes.

Cooking recipes are and will always be the same for the next few years. This means that this content is still relevant years later.

This is also reflected in the constant increase in organic reach on Google (provided you have optimized the texts accordingly).

The second example, which fits the other variant of content marketing, is a newspaper or a blog about current topics. With current topics, there is a certain problem especially with the ranking on Google, because yesterday’s news is already old and irrelevant today.

Reach on Google through relevant blog posts

Since Google only wants to display relevant content for its users, it is understandable that these posts are not well positioned for very long. This means that new blog posts have to be written continuously, while the blog for the recipes keeps growing and gaining more reach even without new content.

So you should think carefully about which formats you use for your content. For example, a collection of tutorials on the website is also conceivable, so that customers can educate themselves and build trust in you and your business. Many components of consulting business can be automated in this way, so that consulting is limited exclusively to complex and specific topics.