Evergreen: What is it and how important is it?

evergreen-content

If you’re a marketer, you know the importance of content through your marketing strategy.

Content can be used to bring new website visitors and convert them into paying customers. The better your content, the better their results.

Evergreen content is a type of website content you create for your digital marketing that remains interesting and relevant over time. People will be interested in this type of content for many years to come. This helps you take advantage of content and use it to continuously attract new website visitors.

Anyone running a content marketing campaign should plan content that will always generate interest from their target audience. In most cases, evergreen content refers to blog content. However, it can be used throughout your marketing strategy to attract more customers. 

What is evergreen content?

evergreen-content
Evergreen content discusses topics that are always interesting to the audience.

Evergreen content is any content, whether a blog, infographic, or video, that retains its relevancy over time. This type of content discusses topics that are always interesting to the audience.

For example, anyone who wants to learn how to build a website might read evergreen content in 2022 or 2025 since the same tips will still apply.

The same is true for many different topics, including pet care, child care, and other topics that allow you to create informational and valuable content for readers to digest. Evergreen content stays fresh no matter the year or season. It can help readers answer a question or learn about a topic.

Evergreen content does not discuss seasonal topics tied to a time of year or trendy events in the news. For example, an article about consumer trends in 2022 is not evergreen content because it discusses a particular year, and consumer trends are subject to change over time.

Importance of evergreen content

Evergreen content stays relevant long after it’s created, and because it’s not tied to a specific time period or trends, it continues to attract traffic to your business website. A few benefits of evergreen content include:

  • Future-proofing your website and blog: Evergreen content is always interesting to your audience, allowing your blog to stay relevant no matter what’s going on in the world. This can have a growing impact over time, continuing to attract new visitors. 
  • SEO Improvements: Evergreen topics are searched for more often than seasonal or trendy topics. With other types of content, the search volume for keywords and clicks on articles typically dies down after a few months or when the topic is no longer trendy. However, evergreen topics can help you improve your SEO efforts to rank higher on search engines and promote growing traffic to your site. 
  • Increases website traffic: We’ve already mentioned this a few times, but one of the main reasons you produce content is to increase your website traffic. Evergreen content is better at increasing traffic than other types of content because it’s always reluctant. 
  • Provides value: Evergreen content is always valuable and addresses a common question your visitors have. You can position yourself as a trusted resource and thought leader in your industry by providing customers with continuously valuable content. 
  • Generating leads: Evergreen content can improve your lead generation efforts by helping you demonstrate your expertise and build customer trust. The more you educate and provide valuable content, the more your audience will trust you, encouraging them to take action on your site and convert into leads.
  • Easier promotion: Evergreen content can be promoted over and over again on social media and through other digital channels. With minimal changes to the original content, you can continue to push content every so often to generate more interest. This can be especially beneficial after updating old content. 

What types of content can be evergreen?

Any content can be evergreen; remember, it’s not the type of content that matters. Instead, you should focus on the content topic to ensure that it’ll stay relevant over time. The best types of evergreen content include:

  • How-to guides: Guides are a great way to generate leads because it allows you to offer something in exchange for potential customers’ personal information. E-guides and how-to guides can always be relevant depending on the topic. For example, you can write a guide for feeding your pet, and new pet parents will continue to read it. However, if you write a how-to article for something that’s seasonal or trendy, you won’t get regular visitors or leads from it. For example, a guide on how to make Christmas ornaments will likely only get visits during the holiday season. 
  • Frequently Asked Questions (FAQs): The FAQ section of a website or web page is essential if you want to improve user experience (UX). However, it can also be used as evergreen content. Asking the most asked questions about your brand, business, or industry can make for good evergreen content, especially if you can help customers easily answer common questions without leaving your website. 
  • Videos: Videos can also be evergreen, depending on the topic. Of course, you should have a good mix of different types of content on your website to attract all types of visitors. Video topics can include everything from how to use your product to general topics about your industry. 

Start creating evergreen content

Evergreen content relies on your topic’s ability to stay relevant over time. So, you should always start by brainstorming different topics.

Think about your audience and niche to determine what types of topics they might be most interested in learning about. You can also consult search engines and look at the People Also Ask (PAA) section for similar topics. For example, if you’re a pet company, someone might be interested in how often they should walk their dogs. In this case, you could write an article about how often to walk a dog based on several factors. You can even use experts to help you create more valuable and trustworthy content.

Of course, remember to check the performance of your content regularly. You can use various tools to learn more about top-performing content. This will help you determine which topics your audience is most interested in.

Level up your overall content marketing with our seven tips.

While you’re evaluating your evergreen content marketing strategy, consider leveling up your digital marketing strategy. DailyStory specializes in automation, email marketing, audience segmentation and more. Level up your process, and schedule a free demo with us today.

Want more great tips and articles?

Subscribe to our newsletter to get best practices, recommendations, and tips for digital marketers