What Is Evergreen Content?
In the marketing world, "content" is king. But not all content is created equal. Some content has short shelf-lives while other content remains relevant and useful for months or even years. This latter type of content is called "evergreen" content. So, what exactly is evergreen content and how can marketers use it to their advantage? Read on to find out!
What is evergreen content?
Evergreen content is relevant, lasting content that lays a strong and relevant foundation for any body of work. It typically does not require ongoing updates and remains relevant for long periods of time, sometimes even indefinitely. Evergreen content usually gives tips or provides foundational information that remains relevant in almost any context. By definition, it stands the test of time and can be used as a keystone reference for many topics.
Examples of evergreen content
Evergreen content is core content that doesn't go out of date. It is made up of core ideas, facts and theories that can be referred back to, regardless of how long ago they were published. Examples of evergreen content include blog posts sharing advice or tips on the same core topics. The core themes could include knowledge pieces such as a "how-to" guide or an in-depth look at particular concepts and trends. Even interview pieces featuring industry experienced professionals would still remain relevant for readers over time. Ultimately, evergreen content should never expire; remaining pertinent and valuable for years to come.
Why evergreen content is important?
Evergreen content is an essential resource for any modern website. Lasting long beyond the expiration of a standard blog post, evergreen content forms the foundational base of any effective SEO plan. Unlike 'trending' topics, evergreen content can be searched for and reused on an ongoing basis. Therefore, its importance in maintaining a search engine presence and maximizing visibility should not be overlooked. Producing thoughtfully curated content can help to ensure your brand stays visible and relevant over time.
Tips on creating evergreen content
Creating content that has relevance over time, or "evergreen" content, can offer a valuable asset to any business. It is important to consider how the content you produce could be tailored to an industry-specific audience and highlight key knowledge areas. Whether it be an informational blog post or a strategic whitepaper, evergreen content should remain accurate and relevent for years to come. Additionally, updating such content when necessary keeps it both up-to-date and fresh for readers. Evergreen content requires time and effort but in the long-run can provide huge benefits to any organization with respect to visibility and brand loyalty.
Repurposing evergreen content
One of the best ways to repurpose evergreen content is to piggy-back ideas on existing content. For example, take an old blog post and explore deeper into the topic with a new post or create a webinar related to the same concept. You could also try taking your article in a tangential direction - if you’ve written a blog post on customer service, turn that into an infographic about different types of customer service inquiries or how they can be more effectively addressed. By repurposing evergreen content, not only are you getting more out of your original content investments but it also helps diversify your portfolio and keeps readers engaged with fresh content.
As a marketer, you can’t just focus on what’s trendy and new—you need to build a foundation of information. Creating evergreen content is one way to make sure your company’s website contains a wealth of valuable resources for customers old and new. From explaining difficult concepts to offering How-To guides, evergreen content has the ability to attract organic traffic long after it’s published. Keep these tips in mind next time you sit down to create content for your website or blog—and don’t forget that repurposing this type of material is always an option!