Blogging Best Practice: The Importance of Evergreen Posts
We’ve talked often about the importance of cadence in social media. Recipients of your posts become accustomed to your schedule and grow to expect to hear from you at regular intervals. So whether it’s Facebook, Twitter, LinkedIn or Instagram, and whether you post weekly or five times daily, you create an expectation that should be fulfilled with a relatively consistent cadence. In a prior post, we offered tools and tips that can help you to maintain your social media quickly and effectively.
Blogs and email newsletters should also follow a regular posting schedule. Once the routine is established — daily, weekly, monthly or quarterly — make it a priority to maintain a predictable cadence and you’ll notice a lift in your blog traffic and email newsletter open rate.
Planning pays off
When I work with clients to create a new blog, I recommend that before we begin to publish, we accumulate six to eight “evergreen” posts. I use the term evergreen because the blog posts are not time sensitive; they are unrelated to specific news or seasonality and can be used to maintain cadence when “life happens” … a busy season, a new commitment, a hurricane that causes a weeklong power outage, or whatever curveball is thrown your way.
While I am diligent about my social media posting, I don’t always follow my own advice. I have many half-baked posts in draft form on my blog, but I often craft a new post in the days just prior to my regular publication date. So when “life happened” to me, my blog went quiet. I spent almost three weeks away from home, living in hospitals and hotel rooms, and never once turned on my computer. My attention, brain and heart were where they belonged, with my family, at a time when life and death mattered a lot more than blog cadence.
If I’d had blog posts that were fully written, fine-tuned, with tags and SEO complete, would I have published during those dark days? Perhaps not. More likely I could have leaned on my support staff and asked someone to publish for me. But at a minimum, when I started to emerge from the darkest days, getting back on track would have been a bit easier. I think I’ve found myself a business New Year’s resolution.
Do you have evergreen posts drafted and ready for when “life happens?” If not, perhaps you’ll consider following my new year’s resolution for the new year.