Creating an effective content strategy can be challenging, especially for small or mid-sized law firms with limited resources. However, leveraging evergreen content can provide an effective way to enhance your firm’s online presence and engage with your audience consistently. Here’s a guide on how you can develop an evergreen content strategy that continues to drive value over time.

Understanding Evergreen Content

Evergreen content refers to material that remains relevant and valuable long after it’s published. Unlike news articles or seasonal posts, evergreen content addresses topics that are continually relevant to your audience such as fundamental legal advice, how-to guides or deep dives into perennial legal issues.

Why Invest in Evergreen Content?

1. Long-term Engagement: Evergreen content can attract traffic and engagement months or even years after publication.
2. Cost Efficiency: By investing in content that remains relevant, you maximize your content budget and avoid the need for frequent updates.
3. SEO Benefits: Consistently relevant content is favored by search engines and can improve your site’s ranking over time.

Creating a Robust Evergreen Content Strategy

1. Audit Existing Content: Review your current content to identify pieces that have performed well and can be updated or repurposed into evergreen formats. Look for topics that have consistently interested your audience.
2. Identify Evergreen Topics: Focus on core areas of your practice that are always relevant to your client base. Topics might include foundational legal principles, client success stories or detailed explorations of common legal challenges.
3. Repurpose Wisely: Transform high-performing blogs, articles and social media posts into other formats. For instance, a popular blog post can be turned into a detailed guide or an infographic. This approach helps to reach different segments of your audience and cater to varying content consumption preferences.
4. Enhance Visual Engagement: Since visual content significantly increases user engagement, incorporate high-quality images, infographics and videos into your evergreen content. Tools like Canva or Picstitch can help create visually appealing layouts that make complex information more digestible.
5. Update Regularly: Even evergreen content can benefit from occasional updates to ensure accuracy and relevance. Schedule regular reviews of your evergreen content to incorporate the latest legal developments or relevant case studies.
6. Promote Across Platforms: Utilize various social media platforms to share your evergreen content regularly. Each platform offers unique advantages for different types of content, from in-depth articles on LinkedIn to quick tips on Twitter.

Implementing Your Strategy

• Use an Editorial Calendar: Plan your content publication and promotion schedule to maintain a consistent presence online. This helps in spacing out posts effectively and ensures a variety of content types are utilized.
• Engage Through Multimedia: Consider creating podcasts or videos to discuss evergreen topics. These formats are particularly engaging and can make complex legal topics more accessible.
• Track Performance with Analytics: Use tools like Google Analytics to monitor how your evergreen content performs. Look at metrics like page views, time on page and bounce rate to gauge interest and engagement.
• Solicit Feedback: Engage with your audience through comments or surveys to find out what evergreen topics they find useful or want more information about. This direct feedback can guide future content creation.

Evergreen content is not just about filling gaps in your content calendar; it’s about creating a valuable resource for your clients that will drive engagement and position your firm as a thought leader over the long term. By investing in content that remains relevant, you ensure your content continues to work for you in the background.

Remember, a successful content strategy uses the resources you already have in smarter, more creative ways. It’s like finding new outfits in your existing wardrobe—sometimes you already have the best resources.