Evergreen content is magical. ✨
Why? It never loses its green.
While lots of other types of content eventually turn brown, lose their readers, and die off, evergreen content remains fresh, interesting, and relevant.
It’s always green, and it keeps bringing in the green – whether that means traffic, engagement, conversions, or even sales.
So, the question at hand is not whether you need it.
Let’s face it: you do.
If you haven’t yet…
The question now is how to build evergreen content that is actually forever green.
Today on the blog, I’m answering that question. Let’s dive in.
First: What’s the Opposite of Evergreen Content?
Evergreen content has a polar opposite, and it’s important to define that as we get started.
Content that is fleeting or quickly dated because it’s based on current stats, trends, news, or data is not evergreen.
- Announcements and event summaries
- Blogs discussing trends in your industry
- News stories
- Holiday or season-centered posts (with exceptions)
The information in these types of content has an expiration date. They will cease being useful after a certain point in time.
Meanwhile, evergreen content is always useful, relevant, and valuable, even if a reader stumbles on your content months, or even years, after you publish it.
A good mix of both is a healthy way to publish content on your website.
Take a look at how Content Marketing Institute mixes up the two on their blog:
5 Evergreen Content Examples and Topics with Everlasting Life
Before we get into how to build evergreen content, let’s look at some examples in action.
These evergreen content topics are tried-and-true, as you’ll see from the blogs below.
1. How-To Blogs and Articles
A good, evergreen how-to post teaches your readers a concept, idea, or skill that has lasting value. It’s something they can refer to over and over, now and in the future.
Copyblogger – “How to Get More Value Out of the Content You Consume”
Copyblogger has lots of examples of great how-to posts. One that has lasting value is their blog on how to judiciously consume content.
2. Curated Content Lists
Curated content lists have a lasting value up to a point – they may include tools or tips that can lose relevancy. But, as long as you update them to reflect changing technology, you’ll have a solid evergreen post that will last and last with little effort.
Social Media Examiner – “18 Apps and Tools for Social Media Marketers”
This post from Social Media Examiner is a perfect example of a curated list. If any of the tools become obsolete or outdated, they can update the post on an as-needed basis.
Stories and interviews have lasting value as content because they tap into the wisdom of thought leaders, innovators, or pioneers in the industry.
Or, think of it this way: Storytelling never goes out of style. People love hearing about people, so including real human stories in your content has evergreen value.
Content Marketing Institute – “’Stay Scrappy’ and More Wisdom on Creativity from a Pixar Animator”
Pixar is a successful animation studio known for its innovation, creativity, and storytelling chops. This interview with a Pixar animator by Marcia Riefer Johnson for CMI showcases how you can successfully glean inspiration and wisdom from creators across industries. This information will stay relevant for a long time.
4. Original Research/Case Studies
Despite the fact that the data they present will eventually become dated, case studies and original research are definitely evergreen content for two reasons:
- 1. You can pull universal truths from them – strategies, techniques, or steps that others can learn from.
- 2. They tell a story.
These two factors are universally valuable, no matter the date of the study/research.
For our own case study here at EW, I get transparent and share how we have grown our success using blogging, SEO, and content strategy.
(This particular piece of content pulls double evergreen duty – it includes an interview with one of our top clients, too.)
5. FAQs + Answers to Common Industry Questions
Odds are, people/customers new to your industry or brand ask a LOT of the same questions.
This lets you assume there is a base of knowledge you can share that has lasting value for ALL newbies who come through your door.
Hence, the FAQ post. In this content type, you list the most frequently asked questions you receive from said newbies, then offer definitive answers.
Search Engine Watch – “Duplicate Content FAQ: What Is It and How Should You Deal with It?”
SEOers get regular questions about the mysteries of Google search regularly. This post smartly addresses a general topic area (duplicate content and the effect it has on SEO) and answers FAQs that many confused marketers ask over and over.
How to Build Evergreen Content
It’s time to get down to creating evergreen content. Our best tips to get started are right here:
1. Write for Beginners When Building Your Topic
For any type of content creation, you need to have an audience firmly in mind before you begin.
However, when building evergreen content, you should hone in on beginners to your topic vs. any other group.
Because these are the people most likely to be searching for help. And, above all, evergreen content is helpful and useful for the long-term.
2. Narrow Your Focus
If you attempt to explain a topic that’s too broad in your evergreen content… Well, you could be writing for weeks.
Take, for example, a topic like World War II.
This is a huge, sprawling topic that has innumerable sub-topics. For example, which year or span of years during WWII are getting your attention? Will you approach the topic from the viewpoint of the Nazis, the Allies, the Axis, or the Americans? What countries will you cover? Which battles/attacks? Which leaders?
Screenshot via Wikipedia
Behemoth topics like this one are also harder for readers to immediately latch onto. There are too many rabbit holes, wormholes, and tangents you can fall down, here.
Instead, dive deep and create content around a narrower facet of a topic.
For instance, instead of attempting to write a start-to-finish guide to content marketing (this requires a book-length amount of work – I should know), choose a sub-topic to explore thoroughly, like finding your audience or blog post promotion.
3. Ask Yourself: “Will This Be Useful in a Year? 2 Years? 5?”
This one is simple. If your evergreen content idea won’t be useful or valuable at least a year from now, it’s not actually evergreen.
Think long and hard about the utility of the information you want to offer. Will it expire before the year is up? Or will it carry on proudly into 2 years… or even 5 years??
If you can justify it staying valuable and relevant that long, you have a golden evergreen opportunity.
4. Air It Out: Share (and Re-Share) Evergreen Content on Social Media
Good news: Social media is the perfect place to give your evergreen content a good airing.
Since this content is consistently relevant and valuable, you can share and re-share on your social networks and let it reach new audiences. It will help boost your brand authority, too, since these are big kahuna posts you spent lots of time perfecting.
So, go ahead: Create evergreen content, then, as time goes by, dig back into your archives and share them with your followers again…
Sharing evergreen content on Instagram, Facebook, Twitter, LinkedIn, and other social networks is ALWAYS a good idea. We regularly do so on @ExpWriters Twitter account:
There’s no denying that awesome #copywriting ? skills can help you earn more sales!
But in order to see results, there are a few secrets you need to know! And we’re spilling 10 of them over on the blog. ??
➡️ Check it out: https://t.co/MihFGNqy5Q pic.twitter.com/uOS0s1kOoD
— Express Writers (@ExpWriters) July 18, 2018
5. Update Old Posts to Keep Them Evergreen
You don’t just need to know how to write evergreen content…
You also need to know how to keep it evergreen.
It turns out, to stay evergreen, some content pieces need a little trimming, pruning, and reshaping now and then.
- Content that cites old information or facts that science/research have disproven
- Content that prominently mentions old trends or fads
- Content that uses slang that’s no longer in use
- Content that cites studies that have newer versions available
This is why content audits are so helpful.
Going over your older pieces, reviewing them for accuracy, and updating as needed is a great way to keep them fresh for new and old readers.
Plus, Google loves it. (Content freshness is a big ranking factor that connotes your page’s relevancy, according to Moz.)
The takeaway: Create evergreen content, then invest in keeping it fresh and updated for a one-two punch.
If you already have some pieces with evergreen potential, update them or rewrite parts of them to maximize their potential!
Learn How to Build Evergreen Content for Profitable Results
Content that’s evergreen is everlasting.
Its value never decreases. It never stops being relevant, useful, and interesting to your readers.
Plus, over time, new audiences will discover it. Its utility will be recycled, which will strengthen your brand.
It’s powerful stuff, no doubt.
Both evergreen content vs. content with a short shelf-life serve their purposes, but you need both to gain the benefits.
Invest in evergreen content, sprinkle it into your marketing garden, and watch your profits grow.