What’s the first thing that comes to mind when you read the word ‘evergreen?’ It’s probably not related to digital marketing, but to ideas and things that never go out of style. What ‘evergreen’ describes is something that is timeless, something that never withers, that is fresh and that holds true for a very long time.
So how does the concept of ‘evergreen’ apply to content marketing, and why should you care? Well, as it turns out, it’s a pretty useful tool that can seriously boost your digital marketing efforts in the long run. Let’s dive into some detail on what evergreen content means, and what it implies.
What Is Evergreen Content – and What Isn’t
Evergreen content is content that doesn’t ‘expire;’ in other words, content that’s universally true and will be so for a long, long time. Evergreen content brings answers to frequently asked questions, so it’s meant to be informative, educational, useful, and last but not least, accessible. What this means is that, in order for content to be evergreen, it needs to answer questions that will continue to be asked, like ‘How to install a printer’ or ‘What is SEO?’ This type of content should answer questions that are sure to keep popping up month after month, year after year, and beyond. Let’s dive into more detail.
What’s Evergreen Content?
Evergreen content has to be timeless, untied to particular dates, years or events, and it also has to be informative and helpful to users. Below are a few examples.
- Guides (The Ultimate Guide to SEO for Content Writers)
- ‘How to’ type articles (How to Create a Content Strategy for Your Blog)
- Listicles and checklists (10 Crucial Things to Know About Content Marketing)
- Some types of product reviews (Ahrefs: A Copywriter’s Review)
What’s Not Evergreen Content?
Any type of content that has an expiration date, so to speak, is not evergreen content. This includes, but is not limited to, the following:
- News stories (Michelle Obama Wins the 2024 US Presidential Election)
- Content that covers current trends, events, updates or launches (Google algorithm updates or new product features)
- Reports that cover a certain timeframe (First Quarter 2020 Residential Real Estate Report)
Why is Evergreen Content Important?
There are, believe or not, many technical marketers out there who are still not convinced that content marketing can be a powerful tool for SEO. But even non-believers can’t deny that evergreen content can seriously impact SEO in the long run and help sustain any other digital marketing efforts.
Evergreen content, when it’s written well, can drive long-term organic traffic. If your content manages to answer users’ questions and help them solve a problem, then Google will see that your content is useful and will keep showing it to users who conduct a similar search.
This way, a particular piece of content will reach more and more users and will keep popping up in search results whenever someone posts a question on the subject. If your content is well-written and well-optimized, it might even show up in a search snippet, which obviously boosts visibility and makes your website seem trustworthy.
Let’s go over a few of the reasons why you should consider crafting evergreen content for your blog.
- To drive organic traffic to your website on a regular, continuous basis;
- To position your website and brand as a trustworthy, leading resource in your industry;
- To help boost your search engine rankings;
- To gain backlinks and improve your backlinks profile;
- To raise brand awareness;
- To engage followers on social media.
10 Steps to Follow When Creating Evergreen Content
It all sounds pretty straightforward so far, but writing evergreen content can be harder than it sounds. Even if you’ve carefully selected a topic and have thought about what you’re going to write, it doesn’t mean that your content will automatically become evergreen. It takes more than just clever, skilful writing to propel a piece of content in the top search results over and over again. Below we’ll go over some of the most important steps and tips to keep in mind when attempting to create evergreen content for your blog.
1. Narrow it down
When trying to create evergreen content for your website or blog, you don’t want to be too vague. Narrow down your topic of choice, as this will make things a lot easier for the writer, and it will also be easier to rank for specific keywords and key-phrases. For instance, don’t just write ‘the ultimate guide to content marketing,’ but try to come up with a series of articles instead that all tie into the main topic of content marketing – ‘how to write for SEO,’ ‘how to write content that search engines love,’ and so on.
2. Keep it out of context
If you want your content to be timeless, then you’ll obviously want to avoid tying it down to a specific time. For instance, if you’re writing a beginner’s guide to digital marketing, you might be tempted to mention the current situation in your introduction; e.g. ‘the pandemic has led to increased interest in digital marketing (…).’ You want your content to rank in search results and be relevant for users who find it years from now, and by then, the context might no longer apply and your content will seem outdated. So try not to mention years, events, holidays, or anything that will link your content piece to a particular time, as you want it to be, well, timeless.
3. Make it educational
Probably the most important aspect you want to cover when attempting to craft evergreen content is the purpose. You don’t just want to write stuff willy nilly. You want your content to educate users, to answer their questions and to help them solve a problem. If you manage to do that, then users might be inclined to spend more time on your website, they might share your content with other people, and they might think of your blog as a reliable resource that they return to.
4. Use your (key)words carefully
Like we said before, impeccable and compelling writing isn’t enough to get your content up there in the search results. You’ll need to make sure that your content is optimized for search engines, and that it targets keywords and phrases that might lead users to your website. Consequently, you might want to run a keyword research on the topic you’re writing about, and tweak your content to include relevant keywords with a high search volume and a clear intent.
5. Do go into detail, but keep it simple
Another important thing to remember when writing evergreen content is that you don’t want to be overly technical. Yes, you want to tackle a certain topic in-depth, but you’re also targeting beginners, or ‘newbies,’ in a certain field. These are the types of users who usually search for in-depth guides, so you want to make your content is easy to understand for those who aren’t familiar with the topic. So, make sure you use terms that everyone is familiar with and will understand, and avoid using convoluted industry slang that users will need a dictionary for.
6. Answer frequently asked questions
When doing your research on a certain topic that you plan to write about, it helps to see what questions users have concerning that topic, and try to answer them. You can use Google search for this and check out the ‘People also ask’ section at the top of your search results page, and the ‘Related Search’ and ‘Searches related to’ sections at the bottom of the page. This way you’ll cover most of the questions that users ask online on the particular topic or issue you’re writing about.
7. Make it readable, but also scannable
While it’s important to write reader-friendly content that is easily readable and understandable, you want to remember that blogs are not news publications. What we mean is that people read very differently on the web than they do in print, especially when it comes to blogs, listicles and guides. When reading online, users tend to scan, which means they might not go through every single paragraph, but they will look for the most important points and the shortest way to get answers to their problem. That’s why you’ll want to use headings, bullet points, numbered lists, and other tools to separate huge blocks of text that people might not have time to read in full.
8. Use visual aids if you can
Another way to make your content easier to go through for readers is to use visuals to support your writing. Ideas presented in visual form are much easier to remember, so try to incorporate images, screenshots or any other visual aids that will help a reader understand what you’re trying to convey. What’s more, you can make a blog post seem more fresh, more modern and more user-friendly by inserting images to break up the text and support the ideas and topics presented.
9. Don’t forget internal links
Let’s say you’ve written a great piece of content that you just know will become evergreen and will climb to the top of the search results. If that’s the case, you’ll want users to stay on your website, so you’ll want to add internal links throughout your article that lead to similar content. You’ll also want to help your evergreen content by linking to it from other webpages and blog posts, to make sure as many users as possible find it. Don’t forget about linking to important lead-generating pages on your website, too, when appropriate.
10. Update regularly
If you want your content to be truly evergreen, then you’ll want to make sure that it remains relevant over the years. Tools, trends and technologies change over time, and you want to make sure that your content still answers timely and relevant questions. Every once in a while, go through your evergreen content pieces and check for broken links, broken images, outdated information, and spruce it up a bit to keep it fresh.
What Comes After Writing Evergreen Content?
Now that you’ve gone through all the crucial steps and created awesome evergreen content for your blog, it’s time to make the best of it. Below are two surefire ways to further boost your evergreen content.
Promote and re-promote on social media
Fresh blog content is extremely useful if you have social media channels for your brand (which you should, by the way). It’s always good to have your own content to post on your social media channels and get followers to engage with it and give comments and feedback. The good part about evergreen content is that it comes in handy when you don’t have anything new to post. Evergreen content will still be relevant months from now, and you’ll be able to repost it on social media and keep traffic flowing to your website.
Evergreen content can be used and reused whenever you’re low on fresh content. You can split it into short paragraphs and create some cool slides to share on social media. You could also create a short video to go with it, kind of like a synthesis that is also interactive and highly shareable. What’s more, you can use your evergreen content as a starting point, and follow it up with a series (part two, part three) of articles that tackle the same topic in depth.
Conclusion – Creating Timeless Content Takes Time
As you can see, there’s no quick recipe for creating useful and relevant evergreen content. Instead, it takes a bit of planning, some research and just a bit of SEO knowledge to make sure that your content will become a go-to for users searching for answers online. Try keeping in mind all the things we’ve gone over, keep track of your content’s performance, and constantly tweak it to make sure it’s relevant. Good luck and keep creating awesome content!