Evergreen Content to Make Your Marketing Last Forever

In nature, an evergreen is a plant with foliage that remains green and functional throughout the seasons. Evergreen content is designed to work all-year-round, and is considered to be sustainable and lasting. 

This type of content is often referred to as ‘always on’, as it’s always of interest and always relevant to your brand. What’s more, evergreen topics are constantly searched for, so you can count on this content to welcome frequent traffic to your site.

Contents

• What is Evergreen Content?
• Types of Evergreen Content
• How Important is Evergreen Content?
• How to Create Evergreen Content
  
• Evergreen Content Ideas

What is Evergreen Content?

Regardless of the season, or what’s currently happening in the world, evergreen content is search-optimised content that’s always relevant to your audience and brand. This type of content is long lasting, and with the right execution will prove an effective investment in your content marketing strategy. As the topics remain relevant well past their publishing date, page traffic will continue to grow over time as users continue to search for your content.

Types of Evergreen Content

Here are some common examples of the types of evergreen content you could include in your SEO strategy:

• How-to guides
• FAQs (Frequently Asked Questions)
• Top tips
• Explanation articles
• Product/ service category pages
• Tutorials
• Purchase guides
• Listicles
• 10x Pillar pages
• Checklists
• Free tools
• ‘History of’ pages
• Glossaries
• Case studies and testimonials

How Important is Evergreen Content?

Evergreen content answers the questions and provides the information your audience is actively seeking. It’s incredibly important to ensure that when your audience heads to a search engine to solve their problems, increase their knowledge or find answers, your brand shows up with all the juicy info. Optimising your content for search will help them find you, and making the content evergreen will ensure that it continues to be relevant no matter when the content is viewed. 

Not only will readers be happy that your content isn’t outdated, search engines will love it too, Google wants to deliver the best possible result for each search and if your content remains fresh it has a much better chance of being the top pick.

How to Create Evergreen Content

A lot of the content we write for our blog is evergreen, answering questions like ‘What is digital PR’ or sharing helpful guides like ‘How to create a digital PR strategy’.

Here are nine tips to consider when creating your own: 

• Think with the mind of your reader – what are they searching for?
• Select a keyword to optimise for – long-tail tends to have less competition 
• Focus on providing helpful/ useful information 
• Create evergreen content for each stage of the buyer’s journey
• Stay away from short-lived trends and pop culture fads 
• Avoid jargon and complex language 
• Update your content regularly 
• Promote your content on social channels
• Repurpose your content e.g. turn a ‘how to guide’ into a tutorial video, set of social tiles or podcast

Evergreen Content Ideas

Now you know what evergreen content is, how powerful the return on investment can be for your brand, and what to keep in mind when creating it, here’s some inspiration to get started:

• ‘How to clean white trainers’ – Everyone knows white trainers are super tricky to keep looking box fresh. They’re a staple in many wardrobes, show no signs of disappearing from shelves, and so the need for cleaning will always be there. This is a great one for fashion brands, and cleaning product brands alike.
• ‘10 tips for first-home buyers’ – A listicle with tips that every first time buyer will be looking for. If you’re in the world of fintech, this is a great example of what you could be writing for your site, helping you stay top of mind when it comes to decision time on selecting a loan provider.
• ‘How I went from design intern to full-time employee’ – This case study idea shares tips from someone who’s been there and done that, and would encourage the reader to consider interning for your business.
• ‘What to pack for a festival’ – A checklist is a great way to offer advice and recommend your products/ services at the same time. This type of content could be relevant for a fashion, beauty, food, outdoor, insurance, or even a travel brand.
• ‘The history of football’ –  Create an infographic with a timeline to help readers increase their knowledge of football history.
• ‘DIY Glossary’ – Like a good paint, this one says exactly what it is on the tin. Create a helpful resource that shows your audience you know what you’re talking about.
• ‘The best spaghetti bolognese recipe’ – Traditional recipes are timeless. If someone knows what they want to eat, but doesn’t know how to cook it, they’ll likely turn to Google for the answers. If you’re in food, drink, kitchenware, or hospitality, then this is relevant content for you.

If you need support building your own evergreen content, get in touch with us today. Still unsure? Take a look at our SEO case studies to see how the content we create attracts traffic.