To Create

Jordan Schilleci
5 min readJun 15, 2024

I have created intentional content for my real estate business for five years—thousands of hours with millions of eyes upon it at all hours of the day. That is the power of evergreen content.

Have you ever heard of evergreen content?

Evergreen Content (Dictionary Definition):

ev·er·green con·tent /ˈevərˌɡrēn ˈkänˌtent/ noun

Content typically published online remains relevant and valuable over an extended period of time because it covers topics or information that do not quickly become outdated or obsolete. Evergreen content tends to be informative and educational and not tied to specific events or trends. Examples include how-to guides, tutorials, frequently asked questions and general reference materials.

Evergreen Content (As if featured in Urban Dictionary):

Stuff you find online that doesn’t go out of style or become irrelevant. Its content stays fresh and valuable for a long time because it covers general topics and information people will always want to know about. Think tutorials on how to do basic life skills, frequently asked questions about popular subjects, ultimate guides explaining core concepts, and informative articles that aren’t tied to short-lived trends or news stories. Evergreen content is the online equivalent of a classic book or timeless movie — you can revisit it years later, and it’ll still be just as excellent and applicable as when it was first published. It has serious staying power, unlike that viral video you watched last week and have forgotten about.

Are you making evergreen content?

The power of evergreen content lies in its enduring relevance and ability to provide value to its audience over an extended period consistently. Unlike content tied to fleeting trends or news cycles, evergreen content remains fresh, helpful, and engaging long after its initial publication date.

By creating evergreen content, businesses, and content creators can establish themselves as authoritative sources of information within their respective fields. This type of content attracts new audiences through search engines and referrals and continues to drive traffic and engagement over the years, compounding its impact over time.

Evergreen content is a powerful asset for several reasons:

1. Longevity: Unlike time-sensitive content that quickly becomes outdated, evergreen content remains relevant and valuable for months, years, or even decades, ensuring a lasting return on investment.

2. Compounding traffic: As evergreen content ages, it accumulates backlinks, social shares, and search engine rankings, driving more and more organic traffic to your website or platform.

3. Brand authority: By providing comprehensive and informative resources on core topics within your niche, you establish your brand as a trusted authority, increasing credibility and customer loyalty.

4. Repurposing potential: Evergreen content can be repurposed and repackaged in various formats, such as videos, podcasts, or infographics, extending its reach and maximizing its value.

5. Passive income: Well-crafted evergreen content can continue to generate leads, sales, and revenue long after its initial creation, providing a passive income stream for your business.

By consistently creating high-quality, evergreen content, you are building a comprehensive knowledge base that serves your audience and attracts new visitors for years. This strategic approach saves time and resources in the long run and positions your brand as a go-to source of reliable information within your industry.

A content strategy without evergreen content is no strategy at all.

The most powerful marketing strategy will include evergreen content.

I create two different types of evergreen content:

  1. Relevant Blog Posts
  2. Long Form YouTube Videos

1. Relevant Blog Posts:
Blog posts are a cornerstone of evergreen content, allowing you to cover a wide range of topics relevant to your target audience. These posts include how-to guides, FAQs, industry insights, and local area guides. The key is to focus on valuable and relevant information over time rather than being tied to fleeting trends or news.

The power of evergreen blog posts lies in their ability to attract organic traffic from search engines continuously. As people search for answers to their real estate questions, your well-written and informative blog posts can rank highly and provide them with the information they seek. This establishes your brand as an authority, generates leads, and builds trust with potential clients.

Blog posts can easily be repurposed into other formats, such as email newsletters and social media content, or even incorporated into longer-form content like e-books or online courses. I love using blog posts (and long-form YouTube Video links) as my call to action within a short-form video on Instagram.

2. Long-Form YouTube Videos:
YouTube has become a powerful platform for consuming educational and informative content. Creating long-form videos (2+ minutes and horizontal in format) that dive deep into topics relevant to your real estate business allows you to tap into a vast audience hungry for visual and engaging content. My favorite form of this is a series.

Long-form videos allow you to provide comprehensive explanations, showcase properties, offer virtual tours, sit and talk on any local subject, neighborhood, or city, and even host interviews with industry experts. Their evergreen nature ensures that they remain relevant and discoverable for years to come, continuously attracting new viewers and potential clients. My favorite form of long-form video is the type that attracts buyers who are relocating to my area.

The power of long-form YouTube videos lies in their ability to establish a personal connection with your audience. By showcasing your expertise and personality, you can build trust and credibility, ultimately positioning yourself as your area's go-to real estate professional. My goal with long-form is to build likeability and trust so that they feel like they know me and, therefore, trust me.

YouTube’s powerful algorithms and search capabilities make it easier for your evergreen videos to be discovered organically, driving traffic and leading to your business without constant promotion. I have generated over $2.5M with long-form videos as the source.

By combining relevant blog posts and long-form YouTube videos in your evergreen content strategy, you create a comprehensive knowledge base that caters to different learning styles and preferences. This diversified approach increases your reach and reinforces your brand’s authority and credibility within the real estate industry.

A content strategy with evergreen content is complete. By consistently creating high-quality, evergreen content across multiple formats, you are building a powerful asset that will continue to work for your business, attracting new leads and driving growth for years.

I have just launched a brand new six-day mini-course that spills three secrets and sets you up for discovering success at marketing as a real estate agent.

  1. There are only 3 types of content you need to focus on for rapid growth.
  2. There is a super simple list of apps and software that you need for your marketing toolbox.
  3. You can easily fill your content buckets as you go about your day.

You can learn more about the free mini-course and sign up here: https://www.os.joandcoaching.com/6day.

I hope to meet you and see you inside of the course. I really cannot wait to hear your story.

With love,

Jo

💌 SUBSCRIBE
6 Day Mini-Course: https://www.os.joandcoaching.com/6day (FREE)
Daily Writings: Medium will email you each time I publish — Link

🎁 GIFTS
How to Survive & Thrive as a Realtor Right Now ebook — Link
6 Day Mini-Course: https://www.os.joandcoaching.com/6day (FREE)

📲 CONNECT WITH JO
Instagram: https://instagram.com/jordanschilleci
Schedule a 15-Minute Strategy Call: https://joandcoaching.com/call

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