Evergreen content is a fantastic resource you have for making your life easier and ensuring the hard work you put into content is used over and over. It is something every business owner will most likely have a bank of, and it can be put to work with very little effort. Knowing how to use evergreen content will revolutionise the way you create content, and how you plan your marketing calendar.
What Is Evergreen Content
Simply put, evergreen content is content that always stays fresh. It’s not time-sensitive and it is relevant long after it is first published. This type of content is exceptional for driving traffic and it requires very little effort to make sure it is still relevant.
Content that is put onto the internet is always available, but it’s not always relevant. A sale you post about tomorrow won’t be relevant in 6 months’ time, but a post about the materials you use is more than likely to still be relevant. By making sure you have an even mix of evergreen and time-sensitive content, you’re saving yourself time in the future.
Examples Of Evergreen Content
This post is a prime example of evergreen content because evergreen content is unlikely to change in any form. What I’m writing about today will still be relevant in the future and more importantly still valuable. I do list a few examples of software below that will help you to maximise your evergreen content, these may need updating periodically as time passes, but fundamentally the post remains the same.
The key to remembering what is evergreen and what isn’t is to think about resharing it in the future. In a year’s time if you share a post from 2 years ago about how everybody loves the bacon trend (remember that!?), you’re going to look outdated because the latest trend is *insert latest trend here*!
I cover the formats that lend themselves well to evergreen below, but it’s things that never change.
- How to boil an egg
- The benefits of eating fruit and vegetables
- 10 tips to sleeping better
These topics are all unlikely to change (at least in the near future!). Whereas topics such as politics, trends, statistics, pop culture and news are all fast-moving subjects that lose relevance very quickly.
How To Write Evergreen Content
When you’re writing evergreen content, remember it’s probably already been written. The nature of evergreen means that it’s likely a popular topic, so make sure you make it relevant to your business and put your own twist on it.
Create content around things that do not change, answer FAQs your customers ask, explain how to use your product – give readers something to refer to again and again.
A great example of this that I refer to all the time is this blog post by Purl Soho. It’s a blog post that is a guide to doing a specific technique in knitting. It requires a set of steps done in a specific order to achieve something and if you get it wrong, it’s ruined your knitting. So I always refer to this blog post. It’s well written, it’s clear and it’s easy to refer to everytime I need to use that method.
Know Your Audience
Know your audience when you’re creating content. How do they like to consume what they want to know? In the example I gave above, Purl Soho has 3 different ways of getting the content across. They use pictures, text and video. They can be used in conjunction or solo, I personally use a mix of the images and the text so I don’t have to keep pausing the video. Some people may prefer to follow along with a video so their content is catered to everybody.
Keep It Fresh
Check it for updates. Inevitably even evergreen content may age slightly as the world evolves and your content can evolve too. Perhaps you’ve written about how to boil an egg but in 2 years time maybe a new method is discovered – you can update your content to reference this new method. Adding *Update* to the top of your post keeps it fresh and relevant to your users. Your content shouldn’t be something that needs updating too frequently but make sure you schedule in to re-read it periodically.
Avoid phrases like “last month” or specific dates as these can date a piece very easily and quickly. Ideally you want the reader to feel like you wrote it yesterday, even if it was a year ago!
The following formats tend to lend themselves well to evergreen, although just because content is in this specific format doesn’t automatically make it evergreen – and there will be exceptions!
Know Its place
Evergreen is a fantastic tool to know how to implement but time-sensitive and topical pieces have their place for short-term marketing campaigns. Make sure you use a mix of content types in order to best serve your business.
You can also use timely pieces to leverage evergreen content. If you’re creating content about how to use your products, you can link to your “new products” category, which is somewhere you update regularly anyway. You can also link hot pieces to evergreen content. For example, this post is linked in a post about social media tips, those tips will change often as social media evolves, but evergreen content is… evergreen!
Reusing and Repurposing Evergreen Content
When you’ve created your content, don’t just leave it to fester – reuse and repurpose it to further extend its longevity.
- If you have written a blog post, can you turn it into a video, and vice versa?
- Make sure you have a regular posting schedule to ensure the content gets promoted on a regular basis – use something like RecurPost to make that process easier.
- Feature the content in prominent places on your website
Evergreen content is king so use it wisely.
Let me know how you get on in the comments below or email me!