You’ve seen them, shuffling across television screens and groaning in the pages of teen romance best-sellers… the walking dead… the formerly alive… zombies! They’re everywhere! And while hordes of undead monsters generally spell bad things for the neighborhood, having some zombie content on your blog is a great way to keep your site alive.
Now, I don’t literally mean content that tries to gnaw on your readers’ brains (although I suppose that would be a great metaphor for blog posts and articles that are so thought-provoking they just can’t be forgotten…). I’m talking about content that just Will. Not. Die. Some call it epic shit. Journalists used to refer to it as “evergreen” – material that’s always relevant, as opposed to topical material that’s a big hit today and is a moldy oldie tomorrow. Zombie content is the older material on your site — pages, news clippings, articles, blog posts — that continues to draw new visitors to your site month after month.
Bloggers often focus on writing topical posts, in the hopes that they will bring in new readers who are searching for trending topics. And certainly, that should be a part of your strategy – you don’t want a blog that’s completely irrelevant to, or unaware of, what’s going on in the world today. But the problem with only writing topical posts is that they quickly become old news. How often are you going to get people finding your blog by searching for information about the 2004 Olympics, or about Britney Spears shaving her head?
Characters in a zombie movie almost never know what it is that’s causing the dead to stalk the living. Is it a plague? Is it some kind of advanced bio-terrorism? Zombie content is equally mysterious. You can make guesses as to how it came about or how to create more of it, but there’s no surefire recipe for creating content with an unnaturally long lifespan. You’ll just know it when you see the results. When all is said and done, visitors are the only true arbiter of what content will be valuable for the long haul.
So if you want to create zombie posts that keep on going, bringing new life – and new readers – to your blog, you’ll have to put out a lot of BRAINS … er, thought-provoking material. Answer your readers’ Big Questions. Tell them how your product saves them time. Show how your service helps them make more money. Find out what they’re searching for (do your keyword and keyphrase research!), and give it to them.
One last cautionary note about your zombie content – even a really well-made zombie can’t last forever. So don’t just put out a bunch of great stuff and rest on your laurels. Keep the great content coming on a regular basis, and you’ll find yourself carried to success on the shoulders of a horde of undead posts.