How to use news to produce content (and how to make it evergreen) – WAU
If you have a blog, you know that constantly producing content is difficult. In addition to constant work, an hour is missing. You may not have thought of it before, but a constant source of information and ideas is the media itself. Every day, journalists work to reveal what’s new, drawing the attention of […]
If you have a blog, you know that constantly producing content is difficult. In addition to constant work, an hour is missing.
You may not have thought of it before, but a constant source of information and ideas is the media itself. Every day, journalists work to reveal what’s new, bringing a subject to the attention of the whole world.
Want to know how? Follow our tips!
What is the importance of each type of content?
Evergreen content is the foundation of content marketing. Because it is useful all the time, it is a promising investment.
If you publish evergreen content today, working it well to rank well on Google, it will always bring organic traffic, helping to solidify your strategy and generating constant opportunities.
It is important to produce evergreen content constantly – but that does not mean that we cannot produce content other than that.
That’s where buzz content comes in. One of its main aspects is news content. As the name shows, these articles are not as permanent, but they are very powerful in bringing in a large volume of traffic as quickly as possible.
Even with all the differences, the purpose of the two types of text is to convey information. For this reason, even telling only immediate facts, in some cases the news can be transformed into evergreen content.
In a content strategy, news articles can help launch a brand, bring in fast traffic, help engage with the public, and solidify a blog as an authority.
What is the difference between evergreen and news content?
First of all, it is important to understand what are the main differences between content from a content marketing strategy (which must be evergreen) and a news story.
Evergreen content has the following characteristics:
- Information that can be useful at any time.
- They are usually more technical or practical, teaching something.
- They tell information or practices already replicated and confirmed.
- It aims to educate.
In the news content, we can identify some different characteristics:
- Immediate information.
- Most urgent language.
- They tell news or recent discoveries.
- It aims to inform.
And how to put news into practice?
To make news, it is interesting to pay attention to some points. Let’s use two examples to show how you can use them:
In practice: example 1
First, it is important to understand the structure of this news. Ask yourself
- What is the most important information?
- Who can this be relevant to?
- Does this novelty require any action by the public? Leave any doubt?
- Is it some kind of frequent behavior?
Then, it is necessary to understand if the evergreen information is interesting to the public – that is, if it has any search volume.
The main information in this news is that the power was cut because of heavy rain. This is relevant for everyone who uses electricity, right?
We know that heavy rain and electricity do not mix. But do you know why? The news explains:
This means that light ends up with thunderstorms not only due to the weak structure of the electrical networks – it is also a matter of public safety. Most people don’t know that.
But is there any kind of curiosity?
According to SEMrush, about 70 people look for it every month. If you have an article that answers that question, you have a good chance of getting that traffic.
Ready! You have already found a great keyword for producing content.
In practice: example 2
Want to be more focused on your segment? This practice also works.
Let’s say your blog is about digital marketing. While writing this article, the following news was on the home page of one of the largest news portals in London:
The news explains only the launch. It is not useful for someone who wants to know if the application is really safe or even understand how to use it.
The search page has the same problem: it only presents the novelty. Some results are even from other countries, and all positions in the first SERP are from news portals – that is, the pages will not be updated.
According to Google Trends, searches for that term have increased dramatically in the past few days:
Ready! You can now write an article describing more permanently what the tool is and how to use it.
How about applying the news to your strategy too? If you have any questions, leave them in the comments!