What Is Evergreen Content?
Content creation is vital to most businesses online as it can increase traffic, engagement and leads, however, it can often take lots of time which could be spent better elsewhere. This is where evergreen content comes in. Evergreen content is content that essentially stays fresh for your readers. Named aptly after the evergreen tree, which is a symbol of everlasting life as they don’t shed their leaves, evergreen content works in the same way. It is content that will always be relevant to your audience.
For instance, we could write “What is Web Design?” and this would stay relevant, this is because the meaning of the term will never change. However, the blog we wrote Predicted Web Design Trends In 2016 would only be relevant for this year.
Examples of evergreen content include;
- How to
- A History Of….
- List Posts
What isn’t evergreen content?
News articles and reports this statistics are not evergreen as the information is likely to get outdated. This is the same for pieces of specific holidays (think Christmas or Easter), as you wouldn’t want to read something about Christmas in the middle of July.
However, it’s not just content with times or statistics, it can also include articles focusing on the latest trends. Most of these articles would only be searched for within a 6 month or so time-frame, after that it’s unlikely you would get any organic readers or it may not be relevant anymore.
Why should I be writing evergreen content?
Publishing evergreen content reduces the workload on blog managers as older content can still be enjoyed by readers, and so there is less of a demand for new content all the time. As evergreen content never goes “out of date” it brings in more traffic, not just because you have ranked higher in the search engines but because you can keep posting it out and it stays relevant throughout the year. This allows your content to keep generating leads. Evergreen content can also get you a lot of backlinks, especially if you are covering the basics of something. This will then give you more of an authority in Google’s eyes and you will rank higher, so make sure it has plenty of keywords in it.
Most of your readers will be beginners, and evergreen content is popular with beginners in any industry as experts will not be searching for How To posts. The best evergreen content is aimed at beginners of your industry and is clear to read without using too many complicated words unless you have the time to write a definition post for each one. Remember when you started something new and searched how to do it online? You probably read some evergreen content.
Evergreen content also accumulates a lot of shares and comments which can act as social proof. Not only that, it can also urge your readers into commenting and joining the conversation.
If that’s not enough, it can also be reused!
Taking care of your evergreen content
Much like it’s tree counterpart, evergreen content must see the light to be truly valuable. Try to update your evergreen every time there is something new to be added as nobody can 100% predict the future. Even the best posts of evergreen content need to be updated every once in a while. If you don’t have time to update it every now and then, try to create content that won’t need updating as much.
Don’t bury your evergreen posts so nobody sees them two months after you post them. Continue posting it out on social media and try to link to the posts from another page, ie resources. This will stop them getting lost and will help continue generating leads.
Try to narrow down your topic as much as possible and then link the posts together as if in a series. If your readers start at number 1 and enjoy your content they would be much more likely to stay on your website and read the rest.
Try to link your relevant evergreen content together, this gives your audience guidance in what to do next and can increase the time spent on your website. If you can’t do that, create a resources page and link to your evergreen posts. Try to keep everything within two clicks from your front page.
If you have a call to action on your blogs (which you should!) then you should make sure you update these regularly otherwise you could be missing out on a lot of leads.
Instead of letting your content lose its color and shed it’s leaves, create evergreen content!