Definition

The content that is search-optimised and remains fresh for a very long time is called evergreen content.

Description

When digital marketing came into practice, every piece of content weaved around that became evergreen. Because people continue to research and explore the subject it became evergreen.

Evergreen content refers to content that remains relevant and valuable over time. It is called “evergreen” because it stays fresh and “green” like an evergreen tree rather than becoming outdated and irrelevant, like seasonal or time-sensitive content.

Evergreen content is typically informative, educational, and valuable to the reader or viewer. It can cover various topics and formats, including how-to guides, tutorials, product reviews, industry overviews, and historical retrospectives.

Importance of Evergreen Content

Evergreen content is important for several reasons:

1. Long-term value: Unlike time-sensitive content, evergreen content remains relevant and useful to readers or viewers over a long period. This means it can continue attracting traffic, engagement, and social shares for months or even years after it’s published, providing long-term value to the publisher or content creator.
2. Search engine optimization (SEO): Evergreen content can be optimised for search engines, making it more likely to rank highly in search results over time. This can increase organic traffic to a website or blog and attract new visitors who are interested in the topic.
3. Thought leadership: Creating evergreen content on a specific topic can establish a publisher or creator as a thought leader in their industry or niche. This can build trust, credibility, and authority with their audience and attract new followers or customers.
4. Cost-effective: Evergreen content can be cost-effective over time, as it continues to provide value without constant updates or maintenance.
5. Brand awareness: Creating evergreen content can help to build brand awareness and recognition, as it can be shared on social media, referenced in other content, and discovered by new audiences over time.

How to create evergreen content?

Creating evergreen content requires careful planning, research, and execution. Here are some steps to follow when creating evergreen content:

1. Choose a timeless topic: Evergreen content should focus on a topic that will likely remain relevant over time. Consider issues in which your target audience will always be interested, such as “how-to” guides, educational resources, or historical retrospectives.
2. Conduct thorough research: Before creating your evergreen content, you should conduct thorough research to ensure that the information you present is accurate, up-to-date, and comprehensive. Use reputable sources and data to support your claims and provide value to your audience.
3. Make it easy to read: Evergreen content should be easy to read and digest for your target audience. Use clear, concise language and break up your content with headings, bullet points, and visuals to make it easier to navigate.
4. Use evergreen formats: Certain formats lend themselves well to evergreen content, such as listicles, how-to guides, and tutorials. Use these formats to present your information in a way that will remain relevant and valuable.
5. Optimise for SEO: Evergreen content can be optimised for search engines to increase its visibility and attract organic traffic. Use relevant keywords, meta descriptions, and alt tags to improve your content’s search engine rankings.
6. Update and maintain: While evergreen content is designed to be timeless, it’s still important to update and maintain it over time. Regularly check your content for accuracy and relevance, and make updates as needed to ensure it remains valuable to your audience.

Future Strategies to create Evergreen Content

As the digital landscape continues to evolve, it’s important to have a future strategy for evergreen content to ensure that it remains relevant and valuable to your audience. Here are some future strategies for evergreen content:

1. Update regularly: Even though evergreen content is designed to be timeless, it’s still important to update it regularly to keep it fresh and relevant. Make it a part of your content strategy to review and update your evergreen content on a regular basis.
2. Use multimedia: Evergreen content can be made even more engaging by incorporating multimedia elements such as images, videos, and infographics. This can make your content more visually appealing and increase its shareability on social media.
3. Use interactive content: Interactive content such as quizzes, surveys, and polls can increase engagement with your evergreen content and make it more interactive and shareable. This can also help to gather valuable data and insights from your audience.
4. Personalise the content: Personalising your evergreen content to your audience can make it more relevant and engaging. Use data and analytics to understand your audience’s interests and preferences, and tailor your evergreen content accordingly.
5. Repurpose the content: Evergreen content can be repurposed and reused in different formats and channels. For example, a how-to guide can be turned into a video tutorial or a series of social media posts. This can increase the reach and impact of your evergreen content.

Benefits of Evergreen Content

There are several benefits of creating evergreen content. Here are some of the key benefits:

1. Long-term value: Evergreen content provides long-term value to your audience, as it remains relevant and useful over time. This means it can continue attracting traffic, engagement, and social shares for months or even years after it’s published, providing long-term value to the publisher or content creator.
2. SEO benefits: Evergreen content can be optimized for search engines, making it more likely to rank highly in search results over time. This can increase organic traffic to your website or blog and attract new visitors who are interested in the topic.
3. Establishing thought leadership: Creating evergreen content on a specific topic can establish you as a thought leader in your industry or niche. This can help to build trust, credibility, and authority with your audience and attract new followers or customers.
4. Cost-effective: Evergreen content can be cost-effective over time, as it continues to provide value without constant updates or maintenance.
5. Increased brand awareness: Creating evergreen content can help to build brand awareness and recognition, as it can be shared on social media, referenced in other content, and discovered by new audiences over time.

Example

One brand example that has created evergreen content is Moz, a software company that specialises in search engine optimization (SEO).

Moz has created a vast library of evergreen content, including how-to guides, tutorials, blog posts on SEO best practices, link building, keyword research, and more.

Moz’s evergreen content is designed to be timeless and provides value to its audience over the long term. The content is optimised for search engines, making it more likely to rank highly in search results and attract organic traffic to the Moz website. Moz’s evergreen content has helped establish the company as a thought leader in the SEO industry, building trust and credibility with its audience.

Overall, Moz’s evergreen content has provided long-term value and benefits to the company, making it an important part of its content strategy.

FAQ

What is evergreen content?

Evergreen content is content that remains relevant and valuable to the audience over time. It is not tied to a specific time or date and provides long-term value to the publisher or content creator.

What are some examples of evergreen content?

Examples of evergreen content include how-to guides, educational resources, historical retrospectives, and listicles. Any content that provides timeless value to the audience can be considered evergreen.

How is evergreen content different from trending content?

Trending content is tied to a specific time or event and may lose relevance quickly.

On the other hand, Evergreen content remains relevant and valuable over time and can continue attracting traffic, engagement, and social shares for months or even years after it’s published.

How can I make my content evergreen?

To make your content evergreen, focus on timeless topics, use evergreen formats such as how-to guides or listicles, conduct thorough research, make it easy to read and navigate, and optimize it for search engines.

Regularly update and maintain your evergreen content to remain accurate and relevant.

What are the benefits of creating evergreen content?

The benefits of creating evergreen content include long-term value, SEO benefits, establishing thought leadership, cost-effectiveness, and increased brand awareness.

Evergreen content provides value and benefits to the publisher or creator over time, making it an important part of any content strategy.