A Complete Guide On Evergreen Content: 4 Tips and Examples

If you want to establish your reputation as a master of digital marketing and content creation, evergreen content is one way to accomplish that. Evergreen content should be a go-to tool in any marketer’s toolbox, as it can make a meaningful difference in visibility, lead generation, and brand reputation and even help you save on costs. You stand to gain so much by investing in evergreen content.

To make this process easier, we’ve put together this helpful guide to content marketing with tips on how you can use it to your advantage. With a firm command of the basics, you can up the ante on your content strategy to boost traffic, improve SEO ranking, and support increased engagement. All of those markers can help you hit sales goals.

What is evergreen content?

Evergreen content is a catch-all term that encompasses a blog post or other content deliverable that’s helpful and useful to readers regardless of when they consume it. It contrasts with trending content, which often has a short shelf life. Evergreen content is relevant and valuable no matter what’s going on in the world. It’s a great resource readers can revisit whenever and still find value in the topic.

Much like how an evergreen tree keeps its leaves year-round, an evergreen blog will also have a sense of permanence and resilience. Think of an evergreen blog like a classic shade of lipstick or a song that still captivates hearts and minds generations later.

On a practical level, evergreen content can help with SEO efforts because it tends to draw backlinks. Evergreen content’s focus on relatable topics and needs means its readership can be far and wide. Readers can span demographic profiles and geographic locations. Both factors can lead to ongoing traffic to your content and website.

Other hallmarks of evergreen content are accuracy, depth of information, and exploring topics or ideas not tethered to dates or current events. Examples of evergreen content in the wild include timeless how-to articles, product reviews, and tutorials that offer practical insights and tips no matter how much time has passed since the original posting on your website.

Marketers also enjoy evergreen content because it can push traffic to their website in a slow drip manner. News coverage can drive an influx of clicks, but evergreen pieces can be a slow burn. Readers can stumble upon the material months or years later and still engage with it. This feature is why marketers and content creators consider evergreen content a worthy investment. It can produce steady leads on search engines and organic traffic without a lot of effort.

Evergreen content is viewed favorably because it can improve website user experience. Readers who find well-constructed, detailed, and factual information will associate your brand as the authority and a trusted expert. When the topic, article, or blog post satisfies their curiosity or answers a question, they’re more likely to come back. They’re also more likely to share your content on social media, helping to expand reach and amplify impact.

4 Evergreen Content Formats

How-to Guides

You likely have encountered this form of evergreen content online. This format offers detailed instructions on how to complete a specific task or explore new skills. For example, a guide on “How to start a workout plan” will present tips and insights that won’t get stale. How-to guides are in contrast to a topic like “5 protein shakes to try today.” The contents of the latter topic will and should change every few months.

Evergreen guides can be particularly helpful for niche brands. You can use them to command authority and establish a reputation as the go-to source on a particular topic or discipline. However, not all published guides will produce the same results. The best content written is done in an accessible tone, contains helpful visuals, and presents actionable insights.

It’s best practice to use videos or infographics to further add to the educational journey by making complex tasks seem within reach. Plus, you can always update how-to guides, both in terms of content and design, to keep things fresh. Both new and returning readers might be interested in what you have to offer when you create content of this type.

FAQs

Frequently Asked Questions (FAQs) are low-hanging fruit when it comes to evergreen content because of their broad appeal. By developing thoughtful answers to popular customer questions, you can help the customer get answers faster and remove some of the friction from the buying journey.

It’s a good idea to update the FAQ section when it makes sense to add new questions. You can still keep some of the older questions on there, but sprinkling in new ones as they become prevalent will show the customer you’re paying attention to their needs. For example, a furniture store might produce a list of questions about how to clean your couch. This type of content marketing can help current readers, customers, and those in the market for your products.

Also, it’s well worth your time to include a search function and glossary with keywords within the FAQ section. This content can help readers quickly find what they need, which creates a positive association with your brand. This tool will help both current customers and readers in the consideration phase who might be candidates for conversion.

Case Studies

Case studies are another type of evergreen content that offers social proof and are great additions to your marketing strategy. They document a specific use case or success story. Case studies remain relevant because the lessons can be applied to various contexts. The most effective ones explain how a product or service produced a favorable outcome. This evergreen content usually pulls in data, testimonials, and examples and outcomes to further drive home the point. Success stories can be great fodder, especially if they’re relatable. Readers want to imagine themselves in the same winning position.

Listicles

Listicles, facts presented in list form, can help you connect with your audience even if they lack long attention spans. Content topics like “10 home maintenance tasks to do this fall” or “top-5 apps to help you save money” present advice in a visually appealing manner that doesn’t require much effort for readers to absorb.

Listicles are popular tools because they lend themselves to easy sharing on social media. They can also help lead people who are doing research your way. Positioning yourself as a helpful guide will serve you well as you try to inspire confidence in your offerings. Another way to leverage listicles is to ask readers to add to the list. These content marketing ideas build community and interest in your brand while elevating your search rankings.

True or False: Evergreen Content Stays Relevant to Its Readers

The belief that evergreen content doesn’t lose its appeal is generally true in content marketing, with a few caveats. Though it retains its value, it’s not immune from factors like industry trends, shifts in cultural norms, and best practices in content marketing.

For example, a piece of content that explores the topic of “5 smart home technologies to know about” can have staying power for a year or so. However, innovations will likely come to market, and you might need to revise the post to account for that. You don’t want to seem out of touch with consumer trends, topics, and keywords that matter to them.

Also, keep in mind that evergreen content is defined by more than just the copy. The format and presentation matter, too. For example, a clean layout with easily scannable content will likely still have appeal long after the initial release. All things being equal, using infographics, videos, or other means to capture and hold attention will do better than static content alone.

Last, don’t discount how evergreen content’s reach can be impacted by how it’s promoted and shared. Following best practices in SEO can come into play in terms of how and to what extent evergreen content gets to the intended audience through organic traffic. For example, you might have a blog post with an impressive engagement rate. If you don’t optimize it when you want to repurpose it, you might fall short, and it would be wasted time.

When and How to Update Evergreen Content

Certain situations will dictate when and how to modify types of evergreen content. We’ve highlighted a few of them below.

Declining Search Rankings

A dip in search rankings can be one sign that you need to invest resources in updating content. Search engines change their algorithms, which can mean that an evergreen post that was once a hot commodity could lose a lot of traction. The only way to know this is to check your search rankings so you can make the call about which posts are candidates for freshening up. You don’t have to shoot in the dark. Tools like Google Analytics and Search Console can shed some light on where you should place your energy. These marketing strategy resources can present analytics about which niche keywords are falling in ranking so you can make adjustments to regain ground in your content marketing strategy.

Outdated Information

Outdated information is another reason to update your blog and website presence in general. The business world changes and so do customer norms and expectations. For example, an evergreen blog that doesn’t mention AI and related keywords in the context of smart home technology would miss the mark. It’s smart to take inventory of your content marketing and analyze it through the lens of relevance. Taking this step is one way to ensure you remain a relevant niche, valuable thought leader, and trusted source of information. Failing to act could make you appear out of touch or not with the times. Both could result in a loss of business.

Changes in Industry Standards

Regulatory pressures can also make evergreen content updates necessary. It can be contentious if your company and industry are being closely watched by the government to protect consumers. You can stay current on trends and important matters and find content ideas by combing through industry newsletters, attending webinars, or aligning with professional associations. Being mindful of such developments when creating content can protect you from a legal perspective while also protecting your reputation.

Company Updates

Last, any internal changes should trigger a review of the relevant evergreen content and articles in your content marketing library. For instance, perhaps you used to offer a service, but you’ve since decided to scale back and focus on a different niche. This change would be a good reason to modify the post if it mentioned the offering. The same goes for awards, community involvement, or other developments that shape your brand identity and overall marketing strategy. Updates can also deliver value because some consumers or readers will want to discern whether their values align with yours.

In short, evergreen content can help strengthen your content strategy. When done correctly the first time and updating when warranted, you can create various types of evergreen content that connect with audiences today and well into the future.

Use Podium to Connect with More Customers

Evergreen content is just one piece of the puzzle in a holistic content marketing strategy. Podium can help you close more deals, get more reviews, elevate your reputation, and stand out in a crowded marketplace for improved SEO results. Podium’s AI-powered lead conversion platform gives you a competitive advantage by offering 24-hour support to customers wherever they are. With Podium, your business can accept payments, communicate with leads, schedule new leads, and sell products at all hours of the day. Watch a demo to see how Podium’s AI-powered platform can help you grow your business and hit your sales goals in 2024 and beyond.