Evergreen content: What is it and how can you use it?

‘Evergreen content’ has been one of the quickest growing buzzwords and trends in modern marketing. While many have been quick on the uptake, many are still unsure about what it is and what benefits it has. In this post I explain what evergreen content is, how it can help you and some effective ways you can use it.

What is evergreen content?

Evergreen content is content that doesn’t grow old quickly. Readers find it interesting, useful and relevant throughout the year and beyond – e.g. Those that read the post in October, will find it as relevant as someone who reads it in May. I have listed some examples of evergreen content below.

Put simply, it’s content that is date-free and doesn’t age. It’s something people will always search for and want to know. For example, a post on “top marketing tips for 2008” won’t be relevant today, or even the following year. So the post doesn’t have a long life-line.

Benefits of evergreen content

Evergreen content is a mutual benefit to both you and your readers. You want more readers and visits and they want interesting, relevant content, which answers the questions they’re looking for. That’s your first rule to evergreen content, it needs to deliver real value to your readers. Answer their questions. Educate them. They need to finish your post with some form of value. Remember though it needs to benefit them throughout the year and beyond. Not just a single point in time for the here and now.

The beauty of its ‘eternal’ relevancy is that you’ll write it once, but continue to reap the benefits and watch it be enjoyed over and over again. Minimal effort on your part, but such big results. It keeps visitors on your site, builds traffic and evergreen content is one of the top forms of content to be shared, increasing your reach and your audience.

These benefits alone are reason enough to make evergreen content one of the core components of your content strategy. I once read that you should align your brand to your content and vice versa, so make sure the content is not only relevant to your readers, but relevant to you and your industry too.

Examples of evergreen content

To recap, great evergreen content is something that adds value to your readers and is something they are likely to share online to others. With that in mind some of the best types of evergreen content are:

  • How to guides and tutorials
    This ticks every evergreen content box. It educates readers, answers their questions and offers something of value to them. Some of my most popular posts, month on month, are how to guides, such as how to write a customer profile, or how to write a marketing plan. Both of these are things which don’t change and thus are as relevant now as when I first wrote them.
  • Resource lists
    Again, it adds value to your readers; they’ve found what they’re looking for, but resource lists are always one of the top shared posts. My list of top agencies to work for is consistently my 3rd top read post.
  • Industry definitions
    Another tactic available is to make a list of industry definitions, explaining acronyms and jargon. These are topics which are unlikely to drastically change or need updating and thus are relevant year round.
  • History of…
    An analysis or post about something’s history always goes down well and of course, because it’s about something’s history, it’s not going to change. Your only threat is that perhaps the company / place your writing about turns stale / stagnant. But until that happens this is a great resource for you and your readers. My post on Red Bull’s sponsorship and endorsements is one of my posts that consistently delivers the most amount of traffic to this blog.

So now you know a bit about evergreen content and what works, give it some thought and see what evergreen content and value you can offer your readers. If you’re unsure about what to do for the best, or perhaps you’ve got your own tried-and-tested tips for creating evergreen content, then please share them in the comments section below, or follow me on Twitter and let me know. Thanks for reading!