What is evergreen content?
Evergreen content is an essential component of your blog for many reasons, ranging from its ability to streamline your editorial calendar to its substantial impact on SEO. Evergreen content is posts or articles that remain relevant to your audience over a long period of time, as opposed to content that responds to current trends or events. It’s always relevant, regardless of the season or state of your industry.
Why is it useful?
Evergreen content provides stable, long-term benefits for your blog, so it’s well worth the investment of time, effort, and money. Evergreen content can be more effective than time critical or trends-related posts because it can be written once and appreciated and shared by many readers over an extended period of time.
A well-planned emphasis on evergreen content can blunt the pressure of putting out shareable, engaging content on a regular basis. It can lessen the workload of writers, content managers, and social media managers alike by allowing them to focus on the creation and maintenance of a single, high quality piece rather than a whole lot of satisfactory material.
Evergreen content also offers concrete SEO and ranking benefits. Since the content will always be relevant to your audience, the chances of readers seeking out that content via organic searches is high. They will also return to that content, given its sustained relevance. Evergreen content also provides basic information that functions as a foundation to other content on the blog.
In a fascinating study done by Christopher Fielden, the Operations Director at Strategy Internet Marketing, the writer wrote a simple, frequently updated compilation of short story competitions. He reported exquisite results: the list accounted for 67% of all website visits, a significant boost in social shares, and networking opportunities that resulted in increased book sales and inquiries for his editing expertise. The website, previously unknown to anyone except close friends and family, attracted between 6,000 and 9,000 visits a month. Of those readers, 22% returned to the evergreen page time and again.
How can you create it?
The process for creating valuable evergreen content is simple: find something your readers want, create it, and frequently update it according to user feedback and to ensure content accuracy. Always be cautious about using date-related facts or heavily referencing current events in your article and use plenty of internal links to drive more traffic to other content on your blog.
To fill the void in your readers’ resources and create content that they will find valuable time and time again, assess your top posts for recurring traffic or do a simple keyword search to identify areas of sustained need. To create even more evergreen content, listen to user suggestions on material that they would find useful and create that content as well.
In order to attract the right audience and ensure that your top-ranked evergreen pages are as useful as possible, align your evergreen content with your brand and your goals as a company. What do you want to be known for? In which fields do you want to be considered an expert? Your evergreen content should reflect your answers.
It’s also essential that your high quality evergreen content doesn't get lost in the cloud of trendy and date-relevant content. To make sure your posts are seen, add a sidebar to your blog that highlights your evergreen content and re-post the content on your blog to remind readers of its undiminishing value.
Keep in mind that evergreen content isn't synonymous with popular or flashy -- sometimes the most mundane content may prove to be the most relevant for your audience in the long-term. For example, a comprehensive, simply designed list may attract more readers than a niche editorial piece could ever dream to.
Some examples of evergreen content include:
- How-to guides/tutorials/visuals
- Industry definitions
- Resource lists
- Always relevant infographics
- Frequently asked questions
What kind of evergreen content do you publish? What kind do you find most valuable on your favourite blogs? Fire off in the comments below!