Content Marketing: The Importance of Evergreen Content

In the world of marketing, you will hear the term “evergreen content” often. Evergreen content is essential when thinking about your digital footprint, and especially in regard to search engine optimization, as well as your social media profiles. Although trending topics can be important, they do have a “time limit” with relevancy, so it’s important to prioritize content that will always be relevant and related to your business. Evergreen content has a lasting impact on your site’s traffic, so it’s important to think of it as a core part of your digital marketing plan.

What is Evergreen Content?

Evergreen content is a term that describes either copy or images that can be used consistently or overtime. Evergreen content is content (usually a blog) that is relevant to your target audiences for an extended period of time, well past the time it is posted. For example, in the digital marketing world, search engine optimization is a topic that most marketers are always looking to learn more about. Content about SEO, it’s fundamentals, what it is and how to “do it” will continue to get attention as months and years pass. Content that lasts is what makes it evergreen.

How Can You Create Evergreen Content?

The good news is that you probably already have! A great example of evergreen content is frequently asked questions (FAQs). These are topics you can get started on if you haven’t already. No what industry or business you’re in, there are probably a certain questions that you receive more often than others from potential customers or clients. Take time to think about what these questions are, talk to your salespeople, customer service teams, product managers and others about what they get asked about ALL THE TIME, then build out content from those questions. Whether you turn answers into a blog, lists of top tips, instructional “how to” pieces or  create an FAQ page on your website, you’ll start implementing evergreen content.

You’re answering questions people have all the time. They look for answers to their questions in search, most of which begin with what is…, how to…, top tips to…, how does x compare to y…, etc.

Key Points When Creating Evergreen Content

  • Use Visuals (Images & Infographics): Make sure your main blog image or page image is eye catching and relevant to the information or article you’ve written. Take it a step further by creating infographics that summarize your topic or give an outline for a process relevant to your business. Make sure images have relevant alt tags and descriptions as these can be a great part of your SEO efforts, too.
  • Universal Approach: with evergreen content, often times you’re engaging with someone who is looking for details, not overarching statements and broad suggestions. Make sure your content is easy to understand and does a good job of drawing the whole picture, not just a snippet of it.
  • Remember, It Isn’t Written in Stone: It may be evergreen but it isn’t permanent. You can and should review old content and add updates or tweaks to it as time passes.
  • Incorporate Keywords: Evergreen content should be part of your SEO strategy. Keywords are important to understand and incorporate into your content since you’re writing content your target audiences will be searching for and learning more about consistently. If you’re not sure what a keyword is, learn more about search engine optimization here.

Does your company struggle in generating content ideas or keeping your content marketing consistent? We get it. It can be hard to write about your business, services or products on a regular basis. How often can you say new things, right? (You’d be surprised, really!)  If you’re looking for help in creating content plans or a content marketing strategy, contact our team. We’d be happy to talk through ideas with you and see if we might be able to help!