Not all content is created equally.
There are those reactive content pieces which capitalise on the popularity of a trend or a news piece. These reactive pieces are likely to do well for a short period of time and are super shareable.
Then there are those blog posts which work much harder over a longer period of time, continually driving traffic to your website, long after their publishing dates, and which are not time sensitive. These are known as evergreen pieces.
There is no doubt that there is a place for both of these content types within your content marketing strategy.
Here we take a deep dive into evergreen content. We look at what evergreen content is, why you should create it for your website and some helpful tips for doing so.
What is evergreen content?
You may well have heard the term ‘evergreen content’ before without necessarily understanding exactly what it is and how it can benefit your business.
Evergreen content refers to those blog posts and pieces of content which retain their relevancy and stay engaging to readers over a long period of time.
The content serves to answer search intent and is search engine optimised.
Evergreen content does not cover trends, news or stats that will quickly go out of date.
Why should I create evergreen content?
The main reason for creating evergreen content is to continually drive traffic to your website and, if you have an ecommerce site, to drive prospects to your sales funnel.
This in turn can help to improve your search rankings, not just for that piece of content but for other blog posts and your website as a whole.
It also saves time. It can be difficult to keep coming up with brand new content ideas, not to mention optimising for SEO and then promoting the content. The great thing about evergreen content is that it retains its relevancy, so it can be shared multiple times.
As well as this, it is much cheaper to refresh evergreen content than it is to create something new.
Around 27% of marketing budgets go into creating content (source: Adweek) so you can repurpose some of that budget into promoting your content instead.
The best way to create evergreen content
You should look to answer frequently asked questions from the people who are most likely to use your business, as well as provide expert tips and advice.
For example, a suitcase company could use something like “A handy guide to hand luggage sizes for different airlines”.
Search drives 34.8% of all online traffic (source: Search Engine Land) so it is important that you directly meet your audience’s needs, to ensure that they choose your article on a search engine results page.
Optimise for SEO
Be sure to do your research before you start to create any content, as there is no point creating content which no one is searching for.
If your chosen topic has a lot of competition, then opt for long tail search terms which will have a better chance of ranking.
Once you have chosen your key words, be sure to optimise the post for those search terms.
Keep it simple
Make sure your content is simple, accessible and easy to read, in order to reach as broad an audience as possible.
Avoid using overly technical language and write for beginners, rather than experts.
Evergreen content to add to your site: some ideas
If you are sold on the concept of evergreen content but you are not sure how to use it on your site, then here are some ideas:
Listicles are a tried and tested method for evergreen content and include a numbered list of ideas, tips or recommendations, which are particularly relevant to your audience.
Examples might include topics such as “30 family friendly things to do in Cornwall” for a UK travel site.
2. How-to guides
Informational posts and guides are great for evergreen content.
Useful and practical information usually has much more longevity. For example, a bridal boutique may create something along the lines of “8 top tips for choosing your wedding dress”.
3. Seasonal content
Seasonal content is slightly different to the other content types in that it does not consistently drive traffic to your site all year round, but it can drive a lot of traffic during the particular time of year when it becomes relevant.
Content that is seasonal will start ranking once you have created it – and you can go back and refresh it year after year.
Have a think about which content on your blog can be classed as seasonal and set a calendar reminder to refresh it each year, a couple of months before the search volumes will start to pick up.
Ensure that all information within the post is still relevant a year on and add anything else that you think it needs.
Do not forget to change the title too, if there is a date involved. Some of our clients have seen fantastic organic search results from just doing this alone.
You should ensure that your content is optimised for key search terms and you may also want to check your competitors sites, in case they have any additional information that you are missing.
This is also a good opportunity to do a spelling and grammar check, just in case there is anything you missed last time.
There is no point optimising and promoting a post about the “best Christmas markets 2021” only to start a new post and lose all your hard work for Christmas 2022.
What to do with evergreen content once it has been published
Once your evergreen content is published on your site, your work is not finished!
There are a number of things you can do to ensure that your content remains successful:
1. Pay attention to internal linking
Internal linking will give your new piece of evergreen content some authority, so have a look at your other content to see where you can add signposts.
2. Repurpose your content
If you have created a great piece of content, it does not need to end there.
You could repurpose the content into YouTube videos, Instagram stories, social media posts, etc.
3. Refresh evergreen content
You must ensure that evergreen content is always up to date with the latest information so that it continues to be a useful source for your readers.
Updating and republishing content can also be useful for SEO, as Google will see it as fresh content.
As well as your calendar reminders for seasonal content, you may also want to set a six-monthly reminder to update your top evergreen content pieces.