You’ve probably heard the phrase “evergreen content” batted around when reading about content marketing. But do you really know what evergreen content means, why you should be using it, and how you can create it? Let’s dive into this together so you can not only understand the value of evergreen content but tap into its power, too.
What is Evergreen Content?
If you think about enduring movies whose message (or humor) still rings true today, what comes to mind? For me, that means timeless, funny classics like Ferris Bueller’s Day Off. Though the movie premiered in 1986, Ferris Bueller’s teenage words of wisdom still ring true today: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.”
That is what evergreen content is all about—something that provides timeless value.
Evergreen content is content that provides relevant information that holds lasting value to your audience long past the publication date. In other words, the value in the content has no expiration date. The key word here is value because we all know that the Internet is littered with outdated information, bloated content, and keyword-stuffed articles, much of which offers little to no value.
Some examples of evergreen content include:
- Top Tips for Building a Large Business Network. Practical information in a list format that can remain relevant for several years and can be easily shared among colleagues.
- How to Build Your Credit Score. Clear, straight-forward, step-by-step tutorials always make excellent candidates for evergreen content.
- 5 Ways to Hide Vegetables in Your Family Meals. Timeless advice on how to get your kids to eat more veggies by hiding them in the meatloaf. (Healthy tip from the motherhood trenches: You can finely chop up some kale, add it to soup, and call it “parsley” when the kids question you about that “weird green stuff” floating next to the chicken. But I digress.)
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On the other hand, timely content (such as the following examples) would not be considered evergreen content.
- Why You Should Upgrade to iOS11. With Apple releasing one to two upgrades per year, this article has a short shelf life. The very next time a new iOS upgrade hits, this article becomes outdated.
- The Must-Have Fashion Accessory for Your 2019 New Year’s Eve Party. This article pretty much expires just about when your hangover does.
- Key Differences Between the Presidential Democratic Candidates. While the campaign period does seem like it lasts a lifetime, the value of this article ends after the election.
Why Use Evergreen Content?
You should use evergreen content for three simple reasons.
First, the content appears fresh and relevant to your audience. This ensures that no matter when your audience visits your website or blog, they’ll still find valuable, helpful information.
Second, the content continues to boost traffic to your site over a longer period of time. When coupled with solid SEO techniques, the evergreen content will drive people to your site because people will still be searching for this topic weeks, months, and maybe even years after you write it. Time-sensitive content, like the New Year’s idea, will die a quick death, like a one-hit wonder.
Finally, when you create quality evergreen content, you’ll position your website as an authoritative resource in your industry. In turn, this helps build trust with your readers—which is at the heart of content marketing.
How Do You Create Evergreen Content?
Need some guidelines for how to create evergreen content? Follow these quick tips:
- Select topics with staying power—those that won’t be obsolete in less than a year.
- Look to what people are searching for. Choose topics around SEO keywords that align with your customer base and your brand voice.
- Don’t rely on topics that cover breaking news or current events.
- Avoid articles that rely heavily on statistics because they change over time.
- Avoid topics that are based on trends, fads, or specific, time-related activities.
- Consider choosing topics that cover the keywords on your website.
- Tap into a variety of formats such as lists, tips, FAQs, case studies, and how-to articles.
- Remember that longer is not always better. Say what you need to say and then be done, whether that happens in 500 words or 1500 words.
- Link your evergreen content to other blog posts and evergreen content on your website.
- Above all, make sure your evergreen content is quality content, meaning that it’s well-written, relevant, and helpful.
Finally, keep in mind that evergreen should be only part of your content marketing strategy. You’ll still need to create timely articles, newsworthy pieces, event-driven stories, and other pieces that might have a shorter shelf life. It’s all about having the right mix to meet both your marketing goals and your audience’s information needs. A one-size-fits-all content marketing strategy doesn’t exist, so tailor your strategy to meet your specific business needs.
Need help with your strategy? Looking for a writer who can handcraft quality content? Let’s connect!
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