Is There Such a Thing as Evergreen?

"Evergreen" is all around you...especially for writers in the Pacific Northwest! (Photo by Chintan Mehta).
“Evergreen” is all around you…especially for writers in the Pacific Northwest! (Photo by Chintan Mehta).

As a writer, I find it much more challenging when a client requests “evergreen” content rather than news-related, trending, seasonal or anything other type of content with a short shelf life. However, the term “evergreen” is a bit of a misnomer—kind of like the namesake. Even evergreen trees will eventually fall, whether from disease, natural disasters, logging or lack of nourishment. Nothing lasts forever while remaining relevant, and the written word is no exception. But that doesn’t mean writing evergreen content is pointless.

As a rule, evergreen content should last as long as possible while remaining helpful, entertaining or both. For example, one of my clients that especially likes the evergreen approach is an endodontist (dental surgical specialist). When it comes down to it, the approaches, tools and strategies for dental surgery are “rooted” (couldn’t help it!) in tried and tested approaches. A root canal is a root canal, even if the latest YAG lasers make the process faster and more efficient.

There will always be demand for evergreen content because basic 101, proven best strategies, and “best of” pieces will always have a place in content marketing.

Make it Easier on Yourself

What helps make content “evergreen” in the digital era is the fact that “forever” isn’t quite as long as you think. The odds of a website today holding true for over ten years with largely the same content and layout is slim to none. Businesses close, they get sold, they get re-branded and the owners want an overhaul of the website. This means that evergreen content you’re writing likely has an intended lifespan of one to five years. That’s a much more feasible goal than forever.

However, you never really know when a website could stick. When writing evergreen content, avoid citations that will date the content. If there is a bunch of links or mentions of 2015 throughout the article, how’s that going to look in 2016—or 2018? The only time dates should be included is when they’re already settled in the past, such as the year the first porcelain veneer was created (it was 1928 for those gearing up for trivia night).

Forever Ever?

If you’re a writer asked to pen evergreen content, steer clear of breaking news, trending items, or just about anything that will date your piece. This is a time to cover the basics, provide a refresher course on the subject, or delve a little into history. Get as much information as you can from the client, because they might have a very different idea of “basic” pruning, home staging, re-upholstering, or whatever other niche they may be in than you do. Your best source of information with evergreen content is, well, the source. Make use of it so you and the client will be happy with the results.

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Why Mobile Readiness for Your Site Matters (or Does It?)

Mobile readiness doesn't mean what it used to. (Personal photo, my dad and I).
Mobile readiness doesn’t mean what it used to. (Personal photo, my dad and I).

“Mobile readiness” is more than just a 2014 buzzword—and it has a lot more staying power than its counterparts like “on fleek”, “bae” and “thot”. Really, it’s just a name given to a movement that’s already arrived, and it’s just what it sounds like. Mobile readiness means that your website or business is “ready” for any mobile device. It sounds pretty simple, but it’s actually a big beast to tame.

Consider how many mobile devices are out there, from smartphones to tablets, and how many will be launching this year alone. Then think about all the mobile devices used around the world, like those multi-million dollar gold-plated phone behemoths in the United Arab Emirates (I’m speaking from astounded personal experience here).

But What the Heck is It?

Ask different experts what “mobile readiness” is and you’ll get a bevy of different responses. However, I’ve found that it generally falls into two categories: A mobile version of a website, an app, or both. I’m also of the camp that considers mobile readiness a sub-category of responsive design (RD). RD is also just what it sounds like: Making sure a website is “designed” so it “responds” quickly and well no matter what device or platform a person is using.

Obviously you want your website to load quickly and display appropriately no matter what. However, that’s getting tougher and tougher with new mobile devices seemingly popping up every day. Plus, mobile users are even more demanding than desktop users! Google researchers recently found that mobile users won’t wait a blink of an eye longer than they deem necessary for a page to load.

Instant gratification. It’s the MO of the mobile world.

So…Am I Mobile Ready?

Maybe. Remember that just because your website looks great on your various gadgets, that doesn’t mean it’s true for everyone else. Try checking out your website on your Chrome browser vs. Internet Explorer (or any other combination) and you’ll easily see there are big differences—and that’s on the same device with the same Wi-Fi! Just imagine how your site might appear to someone with a totally different device using Firefox and relying on dial-up in rural India. Suddenly the need for mobile readiness makes a lot more sense.

There are a few ways to tackle mobile readiness:

  • Make sure your website is designed for mobile readiness. Obviously, right? The good news is that platforms like WordPress automatically include responsive design. If you rely on a web designer, you need to have the RD/mobile readiness discussion pronto and find out what they’re doing to ensure a good user experience.
  • Check your web host. There’s only so much you or your web designer can do to offer fast loading times. Your web host also plays a role. A lot of people go with the default web hosting option offered when they register their domain. There are thousands of web hosts out there—shop around. (I also write for Hosst, which offers some great tips on web hosting selection).
  • Get your images in check. This falls into the overall mobile readiness/RD design aspect, but images that are too big can wreak havoc on your load time. Plus, they might not necessarily be displaying well on mobile devices with small screens.

What About That App and Mobile Website?

Here’s the deal: Not everyone (and every site) needs an app or a mobile version of their website. Only you can determine that, preferably with research and asking your audience what they want. If an app won’t benefit you and nobody will use it, why waste the time and effort on developing one? If a mobile version of your website isn’t more convenient than the “regular” version, why bother?

Responsive design is a must. Mobile readiness is an option. Start with RD, then ask yourself whether mobile readiness will benefit you, your business and your audience.

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