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What is evergreen content and does your interior design business need it? Evergreen content stays fresh and relevant to your target audience year after year with little to no update required…the content you bookmark and come back to time and again. And yes, your interior design business absolutely needs it.
Why do you need evergreen content?
The ROI for evergreen blogs is tremendous. Most businesses prioritize evergreen content in their content marketing strategy and you should too. Evergreen blogs frequently generate thousands of views organically. Which, in turn, can lead to new business. Evergreen blogs can help your interior design business stay relevant in the online space for years to come. They help to establish your expertise and help you become the go-to in your niche. The secret to creating content with a longer shelf life and expertise-building powers is publishing evergreen content on your website.
The scalability and ROI is too high for you to ignore this content marketing strategy.
Here are just some benefits of creating evergreen content:
Drive Regular Organic Traffic
Since evergreen content usually maintains its relevance long after it is published, it has a higher chance of ranking on Google. This means it acts as a source of regular traffic to your blog.
For your evergreen blogs to rank on search results, optimizing your evergreen content with SEO keywords is crucial. And because evergreen blogs are highly educational, your interior design website can build a lot of backlinks -another crucial aspect to rank higher.
As a result of the high organic traffic, you can start generating leads on autopilot. So, make sure you optimize your evergreen content for lead generation.
Apart from promoting these evergreen blogs on social media every now and then, you don’t have to put in a lot of effort in order to generate leads consistently.
To become the go-to in your niche, you need to prioritize evergreen content. Since evergreen content is comprehensive, well-detailed and highly educational, your prospective clients and others in your niche will refer to these blogs and share them with others.
This will help you build authority in your niche and pull in new clients.
Evergreen Content Ideas For Your Interior Design Business
So what exactly do blogs with no expiration dates look like? Basically, any piece of content that steers clear from trends, news and seasonal picks. Interior design trends, seasonal interior design content or latest interior design news do not fall under this category.
Here are a few evergreen content ideas every interior design business should consider incorporating on their website:
1. How-to Posts: A Staple Evergreen Content For Interior Design Business
According to Backlinko, how-to and list posts are the two most evergreen content formats to exist.
You can take advantage of this and teach your prospective clients how to do something you offer.
Here are a few examples:
- How to choose the best hardwood floors for your room
- How to design a small office space you will never want to leave
- How to match new tiles to existing tiles
- How to choose the right marble for your kitchen island
These were trending a while ago but not anymore. So, make sure you choose your evergreen topics wisely.
2. List Posts- Classic Evergreen Content Idea
Numbered list posts or listicles usually consist of a collection of tips, resources or features. People loooove these types of posts. They are irresistible and hard not to click on.
List posts tend to do well among your audience because people love to hold on to something tangible and actionable. Something they can easily remember. Wouldn’t you rather read a blog called “7 secrets interior designers don’t want you to know” vs “Interior design secrets”. The number seven makes it irresistible, and easy for your clients to take action.
Some more list post examples:
- 11 ways to design the bedroom sanctuary of your dreams
- 21 ways to transform your master bathroom into a spa oasis
- 7 best boho-inspired paint colors for your home
- 25 bohemian living room ideas to try in 2022
Pro tip: Opt for odd numbers as opposed to even numbers. They do waaay better. Like, waaay better.
The list posts you publish should be exhaustive, in the sense, they should cover all possible questions and provide solutions right there. This will compel your ideal clients to bookmark your blog and revisit it every now and then.
3. Insider Tips
Regardless of what service you provide, your prospective clients will want to know more about the services they’re paying for or know more about your industry.
Sharing insider tips is the easiest way to give your clients a sense of control and ensure they are up to date with what’s happening in your industry so they feel like they’re part of it and not an outsider.
Some ways you can give insider tips to wow your clients:
- Interior designer reveals 11 things that you should never pay retail price on
- 9 things celebrity interior designers swear by
- 13 interior design tips that will make any room appear bigger than it actually is
- 7 interior design transformations that will blow your socks off
4. Roundup of Timeless Design Trends with Your Unique Point of View (POV)
Not all trends are short-lived. Some are simply timeless. Trends that stand the test of time and remain relevant for years. You, as an interior design business, need to create evergreen blogs around such trends.
Let’s say your niche is Scandinavian design style. If you think this style will never die, create a highly informative blog that speaks to all there is to know about Scandinavian style, but put your own twist on it.
Include a unique POV to help you stand out from the competition. It could be content that speaks to an approach to make this style work for your home, or how to integrate elements of this style in your current home, or where to shop for furnishings a la Scandinavian..
While the topic is popular and has been discussed by other interior designers, your POV is what makes it unique.
5. Bust Interior Design Industry Myths
As an interior design expert, there are so many things that might be common sense to you but not to your prospects.
Help your clients understand your industry better by busting myths and misconceptions they may have through your blogs. These types of blogs are usually well received by readers because it keeps them on their toes. People are all ears when being informed about where they might be going wrong.
- 5 biggest kitchen design myths debunked by an interior designer
- 7 mistakes every homeowner makes during first-time kitchen renos
- 11 biggest misconceptions about interior designers
6. Best practices: Must-Have Evergreen Content Idea
Master “X” once and for all blogs coming from an expert in the industry is something people are interested to learn more about.
A personal brand and a well-defined niche -surefire ways to establish yourself as the go-to in your niche- will allow you to advise your prospective clients on how to get certain things right.
These examples will illustrate the above point better:
- Expert tips for installing solid wood flooring in a condo
- The ultimate guide to designing homes for young families
- Designing a nursery for your baby boy: Best practices by an interior designer
- Notice how all the above examples have a very specific target audience. Solid wood flooring, young families, families with boys. You need to aim for this in your evergreen blogs.
7. Videos That Explain Your Differentiator/ Your X-Factor
Differentiating your interior design business in a sea of businesses that are all “specifically tailored to each client” is necessary. This gives your prospective clients a reason to choose you over your competitors
One way to go about this is by creating videos that explain your differentiator, your X factor.
Here are some video ideas:
- Let your clients in on your process. A few behind-the-scenes clips will do.
- Give them a sneak peek of what it’s like working with you
- Live sessions to solidify your relationship with your dream clients.
I go over other differentiating strategies you can employ to ensure your interior design business becomes the go-to. You should definitely give it a read below.
The ultimate marketing blueprint for interior design businesses
8. Case Stories On Design Transformation
Case Stories -a spin on “case studies” that illustrates how you’ve solved a problem for a design client.
Nothing is more effective than a really dramatic transformation, especially showcasing before and after and explaining what you’ve done to really address a client’s pain point.
- How we transformed a compact studio apartment in 10 days
- Transforming a 1920s older home into a modern open-floor space
- Clever ways we’ve added a ton of hidden storage in this open concept home
- Transforming sleek bachelor pad into a cozy family home
9. Mistakes To Learn From/ Biggest Regrets
Cautionary tales will have your prospective client on the edge of their seat because these types of blogs not only position you as an expert but also take the trust factor up a notch.
Knowing an industry expert is looking out for them and is not preying on their inexperience or lack of knowledge is something your dream clients will appreciate.
Here are a few examples to help you understand better:
- 5 Interior design mistakes to avoid at all costs
- 7 Mistakes to avoid when choosing tiles for your next project
- 18 Common kitchen design mistakes condo residents make and how to fix them now
- What NOT to do when painting your kitchen cabinets
10. Checklists/ Curated Content
Checklists are a great way to guide your prospective clients through a process. This type of content should include all the important details of a process from your personal experience or point of view.
Not only do they make for great evergreen content on your website but you can also use them to generate leads.
A few examples to get a better idea of checklists for interior designers:
- 8 Things to consider before buying hard-wood flooring
- 7 steps to prep your walls for painting
- Laminate floor installation: The Ultimate Checklist you need
Another way to go about this is by creating content around questions your previous clients had before working with you. Curate all of these related content into lists. Your prospective clients will find this useful.
Tips To Promote your Evergreen Content
Unlike other blogs, you need to promote your evergreen blogs ALL YEAR LONG as these blogs will help you build trust and connect with your prospective clients.
Coming up with different variations and types of promotion techniques is necessary because repetitive content is never well-received.
Here are some ways to promote your evergreen blogs:
Leverage Social Media
The secret to generating a library of social media content and never running out of ideas, getting maximum shares and becoming your industry’s go-to on social media is by incorporating evergreen marketing into your social media strategy.
There’s so much you can do when it comes to social media. From Twitter to Instagram and Facebook, promoting your evergreen blogs without being repetitive is easy.
Use different types of posts like infographics, images, video, audio, etc. to keep your audience informed on social media.
Internal linking is when one blog on your website links to another blog. This is an important factor that determines On-page SEO and search result rankings.
The evergreen content on your website is most likely related to several other blogs you published. The best way to promote your evergreen blogs is by adding links to these blog posts in newer, related blog posts.
This not only brings in traffic to your evergreen blogs but also reduces the bounce rate of your website (percentage of people who visit a site and leave instead of visiting other pages on the same website).
The key to having people stay longer on your site is by building a library of content that is all interconnected. This way, when your prospective client lands on one blog post, they will be naturally compelled to check the others out.
Repurpose Evergreen Blogs
Since evergreen blogs are very detailed and stay relevant for a long time, repurpose them as:
- lead magnets to attract new clients
- newsletter content to nurture existing clients
- videos to take the know-like-trust factor up a notch
By repurposing evergreen blogs, you not only drive new traffic to these posts but also have a library of content to keep your clients up to date on your industry.
Bottom line: In today’s world where visits to websites outpace visits to any store or firm in terms of looking for inspiration, information, and making buying decisions, you need to prioritize stellar copy. The content on your website should go hand in hand with the services your interior design business provides. A professional copywriter well-versed in your niche can bring out this message in a way that is unique to your interior design business. Reach out to me here if you’d like a little more help.
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Hi, I'm Masha
The words expert, coffee connoisseur, and the face behind Content Vertical.