While buying into the hottest trends is fun in theory, investing too much of your content marketing efforts into this space can be detrimental to your brand. Everyone likes a bit of eye candy via the latest industry gossip, but this interest can’t sustain traffic for very long–once the craze dies, so does the appeal.
On the other end of the spectrum lies evergreen content, our favorite marketing MVP.
Creating posts that withstand the test of time promises higher ROIs, sustained audience engagement, and reinforced credibility. Plus, you have ample opportunity to repurpose and recycle content–go green, right?!
Read on for all the hot details on defining and mastering the craft of evergreen content.
So, What Is Evergreen Content Anyway?
Evergreen content is like your favorite childhood book. No matter how many times you revisit and reread the plot, you find something new to love each time.
Similarly, keeping things green means cashing in on topics that guarantee longevity, no matter the season or industry developments. Essentially, brands can always rely on evergreen content to drum up traffic, even years after publication.
Evergreen Content vs. Seasonal & Trending Content
In stark contrast, seasonal and trending content is only viable for a brief window of time. For example, seasonal content may relate to specific holidays, summer vacations, or presidential elections. People don’t generally search for topics like “Best Outdoor Activities for Spring Break” during the dead of winter.
Similarly, trendy content highlights momentary events, including press releases, celebrity activity, new research studies, and the like. However, these posts are even shorter-lived, lasting only until pique interest fades into oblivion.
Still, these types of content are relevant and necessary for a comprehensive marketing campaign. You don’t want to overdo the evergreen content, as audiences do enjoy a bit of vogue here and there!
Evergreen Content Examples & Types
Evergreen content comes in all shapes and sizes. Don’t pigeonhole yourself to just one type! Despite the seemingly strict definition of evergreen, you can actually get very creative with topics and delivery.
Here are various examples of evergreen content in business and marketing:
- Case studies: This type of evergreen content is great for building B2B relationships. Establishing credibility with client testimonials or in-the-field research can add gravity to your brand and service line.
- Indexes and glossaries: A collection of definitions never ages! Why do you think we still have dictionaries and encyclopedias today?!
- Infographics: Infographics are great for transforming long-form or wordy content into an easy-to-digest, bite-sized visual.
- Listicles: Evergreen writing can also be quite simple. Listicles are ideal for compiling a general list of recommendations, “best of”s, books, and similar information. These can be easily upgraded over time, too.
- Ultimate guides: Creating an “ultimate guide” on a topic will always be a valuable piece of knowledge (like this blog post!).
- FAQs: Commonly asked questions are called “common” for a reason. People repeatedly ask for solutions to the same problems. A collection of FAQs can be your catchall for these queries.
- Tutorials: This example of evergreen content supplies relevant steps for approaching a specific issue.
Why Write Evergreen Content?
The advantages of an evergreen content marketing strategy are innumerable. As mentioned above, brands can utilize these topics to cultivate trustworthiness and authority among their audiences. Moreover, continuous traffic equates to increased revenue, awareness, and reach.
Check out these benefits of evergreen content marketing:
- Reliable traffic: Because evergreen content is always relevant, you can count on sustained audience engagement.
- Backlinks: Backlinks refer to instances when other websites link to your brand. These references are terrific for generating additional traffic and establishing a reputation.
- Higher search engine rankings: Evergreen content is home to a multitude of keywords that can help you climb to the top of Google rankings over time.
- Credibility: EAT (Expertise, Authoritativeness, and Trustworthiness) is everything in the content marketing industry. Evergreen writing constructed with quality, well-researched information positions you as an expert in the eyes of Google and audiences.
- Lead generation: Because of boosted visibility, you’re more likely to reel in new leads with evergreen content.
- Repurpose opportunities: Repurposing saves you time (and money) when building your brand. For instance, evergreen blog posts can be transformed into infographics, social media posts, ebooks, and more!
- Offers valuable information: Perhaps the most important benefit of evergreen writing is the value it offers your readers. No matter your industry, one of your main goals should be honoring your customers–you can do just that by distributing a wealth of knowledge via your online presence.
How to Expertly Shape an Evergreen Content Strategy
You’ve got the definition of evergreen content down to a science–now you can plan out your publication schedule. Below, we’ll delve into five steps you can take to ensure each blog post, ebook, or Q&A lives up to its full potential.
1. Research Your Audience
Selecting an evergreen topic isn’t as simple as taking a walk outside, seeing a neighbor push a lawnmower, and deciding to write a blog post about creating the best zigzag pattern in your grass. Although some people might find this “How To” interesting, your specific audience may not.
Before you can even think about dipping your toes in the evergreen pond, you must establish your reader base. Who will you target with your content? Do they have a preference for a specific type of media? Are they social media fans or ebook enthusiasts?
Answering these questions will help you determine relevant issues that align with both your brand and consumers. Compile these ideas into a list to carry with you into the next phase of content development.
2. Focus on Keywords
With your newly prepared list of awesome topic ideas, let keyword research guide you in the right direction. Use tools like Ahrefs or Semrush to identify keywords with high search volumes and stable lifespans.
Let’s say you’ve decided to write about cannabis cultivation licenses. Keyword research can help you establish exactly what questions readers have when exploring this subject.
For this project, you may find keywords like:
- “What is a cannabis cultivation license?”
- “How can I get a cannabis cultivation license?”
- “Are cannabis cultivation licenses necessary?”
Get the picture? You essentially want to ensure you find ways to integrate these terms into your content somewhere. Doing so can help boost your search engine rating and online visibility.
However, don’t treat your post like a stuffed turkey! Add keywords in when appropriate–don’t keyword monger! Eventually, everything will start to sound a bit haphazard, and your readers will catch on to your scheming ways.
3. Update Your Content Periodically
Evergreen content is only truly evergreen when consistently updated with recent industry developments. You wouldn’t want someone to stumble across a five-year-old article that refers to now-extinct equipment as “top-of-the-line” innovations.
You’ll also want to revise any previously published content that contains old brand images, colors, or statements if you’ve since transitioned in another direction. This kind of mishap can confuse readers, leaving them questioning your stability as an established business entity.
Watch out for signs to update your evergreen content, such as:
- Decreased rankings: Losing ranks can indicate outdated information or a fall in audience interest. Get back to the drawing board and see if your keywords or information require some reworking.
- Industry shifts: Regularly stay on top of recent industry changes that may affect your content. For example, remember to change company names if they’ve rebranded themselves (e.g., Twitter becoming “X”).
- Brand changes: Ensure your archives are updated with the latest brand logos and themes.
- New information: Keep your brand relevant by updating older research, recommendations, or tips based on new knowledge.
4. Avoid “Time-Sensitive” References
Save yourself the headache (and possibly embarrassment) of correcting outdated information by steering clear of pop culture or effervescent references. Just think, readers may not even understand these mentions a year from now.
Play things safe and stick to the topic at hand. Of course, we’re not saying to avoid adding personality to your writing! We all love a witty allusion to a cult favorite movie or dad joke. Just don’t be a bee and get tied up with buzzwords.
5. Write for Your Audience, Not You!
Remember why you started content marketing in the first place. Your audience trusts you to answer their most pertinent questions. This is quite an honor if you really think about it!
While you may be an expert in a discussed topic, your audience most likely isn’t–that’s why they’re coming to you, right? Keep your language coherent and conversational. Don’t deter people from your brand just because you parade your heightened intelligence with excessively technical jargon.
Tie in everything you’ve learned from this article into how you approach evergreen content. Know your audience and understand their needs to provide them with useful, worthwhile advice that serves a purpose at any point in their lives.
Improve Your Marketing Portfolio With Evergreen Content
You can never go wrong when publishing evergreen content. Tried-and-true, purposeful marketing does its work and more for your brand by expanding reach, growing traffic, and encouraging a customer base. Recognize the importance of regular content maintenance and housekeeping, and don’t forget to be yourself!