Evergreen content is one of the most valuable and important in any marketing strategy because it is material that never expires and is not valid: it is always useful!
It is all the content that does not have an indicated date of consumption because it does not respond to current events or specific moments. For example, updates on Twitter features would only be useful when they happen, not after, as the news would be obsolete.
This is not the case with evergreen content, which always responds to recurring themes and adapts to any moment.
Do you want to know more about this type of content, how it works, how you can create it and see some examples? Here I tell you everything you need.
What is evergreen content?
Evergreen content is material or information that is timeless , that is, it does not change drastically and is usually relevant for a long period of time after it is published or shared.
It is about content that always points to frequent or common questions from users and is great for generating traffic as time goes by.
Unlike seasonal content, it may not attract a large number of views, but it remains relevant indefinitely.
The same topic can be treated from both perspectives, for example:
- Temporary content : “The best-selling products on Amazon for Christmas 2021”.
- Evergreen content : “The best products to give to a friend or teenager.”
The first is only relevant during one season: Christmas. While the other can be for any event.
Advantages of evergreen content
Evergreen content represents many advantages for companies or businesses. Next, we list the most relevant ones.
1. Source of constant traffic
Creating evergreen content takes more time and effort, but once you have a fair amount of this material, you can start to consistently drive traffic to your website.
If you use a good strategy, as time goes by, the visits will increase and you will only go up, so it is one hundred percent worth it.
2. Generate more links
The contents that do not expire are the best to generate links or be cited by other pages in your sector or others because they are of interest to more people.
This, without a doubt, is very useful for your off-page SEO. Not only do you generate more traffic, but you are gaining authority and turning your site into one that serves as a reference within your sector.
3. It’s easy to share
As it is content that answers frequent or common questions from users, it is much more feasible that, if it is useful, it is shared through social networks.
To have a higher probability, it is important that you create attractive evergreen content, that is, that it contains quality images, that it is easy to read or remember, and that it includes resources such as videos, lists, etc.
4. Helps segment leads
Evergreen content is usually more useful for detecting the interests of the people who visit your website.
In this way, it is much easier to offer content that you know they may be interested in based on their interactions and actions within your website.
With this information, you can segment them according to their topics of interest and start nurturing them in a personalized way, so that they advance through the sales funnel.
Most used formats for evergreen content
Evergreen content can cover many formats, depending on the specific objective you have and the strategy you want to follow.
Based on the topic and previous research, you will be able to decide which of the following is a best fit for the keyword you want to target.
Some of the most used formats for evergreen content are:
- practical guides
- Buying guides
- pillar pages
- Success stories
How to create evergreen content
If you want to start creating evergreen content, this little guide will help you achieve it more easily and successfully. So pay attention.
Step 1. Research evergreen topics
You have to focus on topics with good web traffic potential and not on topics that are only in vogue for a while.
The first thing, then, is to perform a keyword search. To do this, brainstorm some topics that you would like to address and with the help of SEO tools investigate the search volume, the trend should be upwards in searches and search intention.
Step 2. Create evergreen content
Creating evergreen content is the easy part, once you’ve done the research beforehand.
Now you just have to focus on creating useful materials that will stand the test of time: timelessness is the key.
To achieve this, keep in mind that:
You must create 10X content , that is, that is 10 times better than what is currently on that topic, because Google always wants to offer the best result in search queries.
And for that, you have to create high-quality materials. If your content is like that of others, you will hardly be able to compete for a long time; but if it’s a good piece of evergreen content, you’ll likely climb the ranks and stay high for a long time.
Also, try not to create content based on fashion examples or popular series in a moment, as everything tends to pass and stop being relevant and that would affect your evergreen content.
Also, take into account that the writing should be for beginners or suitable for the majority of the public that does not know about certain topics. And keep in mind that the content that generates the most traffic is the one that solves the most basic questions in a simple way.
Finally, another key point is that you do not use blocks of text that are too large, as this tends to bore or tire readers.
Step 3. Show your authority
All evergreen content you post must be original.
You can look for references in other sources, but you must not copy anything or simply paraphrase. Give it a unique touch, a different vision if you really want to be successful.
Google is more and more astute and is able to detect when there is plagiarism or when the information is only made up, so you do not want to receive penalties for it.
Step 4. Use calls to action
Evergreen content does serve to generate traffic, but you have to take advantage of it using calls to action (CTA), which leads users to perform a specific action, such as giving you their information, registering, buying, etc.
You just have to be skilled to know how to enter that CTA correctly so that users see it and fully understand what it is about. If it’s too direct, it might not work, so figure it out.
Step 5. Constantly update your content
You already know that evergreen content does not expire, but you do need to update it from time to time.
You have to keep an eye out for changes to a theme and update or expand on them as needed. This will help you continue to rank well in Google.
Always study carefully the changes that you will make and make sure that they will help to improve the article. If not, better not do it.
Evergreen Content: Top 5 Examples
As we have already seen, there are many formats to build evergreen content, but now I am going to focus on the top 5 so that you take them into account and work on them if you think they can help your strategy.
1. Frequently asked questions
Evergreen content stands out for being useful and responding to common and frequent user queries.
Therefore, it is important that you are able to identify their needs or problems and try to solve them. Always do it from the niche of your business, that is, focus on the problems or the most frequent questions about your sector.
Once you identify some of those questions, it’s time to write a post to give all the answers on that topic in a clear and concise way.
For example :
- What are social networks?
- What is advertising for?
- What is Inbound Marketing?
2. Guides or tutorials
With the help of the internet, it is becoming easier to solve problems. Think… what do you do when you don’t know how to put something together, how something works or perform some other action? Search in Google!
Guides and tutorials can be about almost anything: objects, pet care, gadgets, etc.
Choose some topics related to your business and explain to users everything they need to know to solve their problems.
If they sell products, you could make tutorials on how to use them to get the most out of them. That adds up to a lot of points.
For example :
- How to write effective smart goals
- Mailchimp How-To Guide
- The Ultimate Guide to SEO
The lists are the preferred ones in the contents and the evergreens are no exception.
Just keep in mind that, as in the rest, you will have to update the lists from time to time so that they do not become obsolete.
The best part about this type of evergreen content is that you can list almost anything, so it’s just a matter of researching what might work and getting to work.
For example :
- 20 digital marketing tools for your strategy
- 4 Mistakes to Avoid When Purchasing a HubSpot License
- 10 examples of effective teamwork
Most sectors or industries have certain specific terms that are worth defining so that people who have a first approach can have it easier.
The best thing you can do is create a complete glossary with all the terms that are important to understand your business and thus answer any questions or concerns they might have.
For example :
- 50 marketing terms you should know
- 30 credit terms liquidity
Ebooks are excellent for conversions or getting leads. And the best thing is that it is not that complicated to make them.
The ebook is a digital book that you can do on topics relevant to your industry, but in a much more expert way. In general, this is longer and more specialized evergreen content, so you should look for topics that could work in this format.
For example :
- SEO audit: what it is, how to do it step by step + checklist
- How to increase conversions online
evergreen content on social media
Evergreen content can not only be used on a website, but also on social media.
It is ideal that you have a content strategy for your social network profiles and that you publish more or less constantly.
In this way, there are more possibilities to create a community, since profiles that never publish are abandoned and it is difficult for them to grow or generate engagement.
Just keep in mind that social networks work differently in terms of content and the way users interact with it, but it is always a good idea to have a posting calendar to be present.
In the case of evergreen content, being timeless, you can publish and republish it from time to time and it will always work. Try different times and days to see how they work best.
So you can get more visits to your page. Just take care that the content is not so repetitive, that is, do not publish the same article 4 times a week because it will be strange and you will tire your audience.
How to have ideas to create evergreen content
It may seem complicated to have an idea about what evergreen content is, but the reality is that it is very simple.
There are two main sources of content of this type: those related to concepts and those related to the practical.
Some evergreen contents of concepts can be:
- What is it…?
- Everything you need to know about…
- The Definitive Guide to…
Here you just have to take into account that some themes tend to change in certain aspects. For example, some positioning algorithms, although what is essentially important to position is maintained: link building, keywords, authority, etc.
Regarding the practical contents, some examples are:
- How to get…
- Practical Guide to…
- How to do… in 5 steps
In our blog you can find many evergreen contents because they are the ones that help the most to position a brand, but it never hurts to complement with current content or news. It all depends on your company and its line of business.
Conclusion on evergreen content
Evergreen content is a key element in any content marketing strategy.
You don’t have to be the only one. You can make a combination between content that can go viral because it is trending and timeless content, so your strategy can be more powerful.
It is only important that you spend enough time and effort to really build quality material that adds value to your company and your customers.
Do you need help with your blog or your content strategy? You can schedule an appointment with one of Media Source’s advisors so that you know what is not working and how you can boost your results.
With a good strategy, your results can be really good, so stop wasting time and spend time on what will really work for your company.