Why Brands Should be Using Evergreen Content

Why Brands Should be Using Evergreen ContentAre you producing evergreen content for your digital marketing efforts? Content that stays relevant way past its publication date?

If you’re not, or aren’t entirely sure what evergreen content is, let’s take a look at why it’s important.

Evergreen Content Versus Content With a Shelf-Life

What’s the first thing that comes to mind when you see the word “evergreen”? Probably Christmas (don’t worry, I realize summer has just begun and most of us want to enjoy every second of the warm sunshine while we can.). That said, evergreen content does derive its name from the same trees we see decorated every December.

Content that remains “green” no matter the season or time of year – information that stands the test of time, doesn’t feel out of date, and that your readers can come back to (and share) time and again – is extremely valuable content.

Alternatively, content with a shelf-life is tied to specific dates or occurrences – think political or sporting events, news of the day, year ends, holidays, changing statistics, etc.
This type of content quickly becomes dated:

  • News and updates
  • Seasonal posts
  • Yearly reviews
  • What’s hot/what’s not
  • Yearly trends

Inform, Educate, and Inspire

When you check your blog analytics and find an older post constantly delivering high traffic and healthy conversion rates, take a closer look.

There’s a good chance it’s doing so well because it informs, educates, and inspires, providing lasting value to your audience. Here are some examples:

  • How tos/guides/educational posts
  • Glossaries
  • Checklists
  • Definitions of industry jargon and lingo
  • Q&A sessions
  • Industry related “lessons learned” pieces
  • Case studies/problem solving articles

This type of evergreen content builds thought leadership and cements you as a go-to resource in your particular industry. And because other sites writing about similar topics are often looking for information-rich, keyword-specific content to link back to, it improves helps you gain backlinks, increasing both your online authority and your chances of being found online.

Don’t be afraid to think outside the box – try using infographics, video, podcasts, even interactive content. Just remember — know (and write for) your audience, invest in quality over quantity, and optimize for search.

Regular Maintenance Required

While time-sensitive, buzz-worthy, highly sharable content is definitely needed – we all love to see that spike in shares and website visits from a solid, highly time-specific post — evergreen content provides valuable steady growth over time.

And steady growth requires regular maintenance, you can’t just set it and forget it. Your high-performing content should be refreshed periodically, to ensure you’re providing the most up-to-date information to your readers as possible.

For example: if you’ve written a solid piece of evergreen content about Google’s ever-changing search algorithms, or how to market using Instagram, revisit it periodically to add updates that reflect the most current changes or updates. Then update the meta description and images if applicable, tweak keywords if necessary, and “re-up” (or “resurface”) the piece to a brand-new audience.

Timeless content will continue to inform new visitors to your site and become a key resource that helps illustrate what you do, and how you do it, which is especially valuable to potential clients or customers.

Evergreen Content: To Sum Up

Over time, evergreen content educates, informs, and adds value for your readers. It delivers a steady flow of visitors to your site, increased social sharing and improved search rankings. And it builds digital trust and authority, and updated and re-shared time and again, resulting in long-term ROI.

What are your thoughts on evergreen content? Are you including it in your content marketing strategies? When was the last time you’ve tweaked and refreshed older content? I would love to hear your thoughts!

Line drawn peony from Spodek & Co Digital marketing site