Imagine creating something once that keeps working for you, bringing in visitors and engagement, for months or even years to come. That’s the magic of evergreen content. It’s like planting a tree that bears fruit season after season.
What Exactly is Evergreen Content?
Evergreen content is content that stays relevant and useful to readers for a long time. Unlike news articles or trend-based posts that have a short lifespan, evergreen content remains “fresh” and continues to attract traffic and attention over an extended period. Think of it as the opposite of “newsjacking” or viral trends.
Some great examples of evergreen content include:
- “How-to” guides (e.g., How to Change a Tire)
- Tutorials (e.g., Beginner’s Guide to Photography)
- Checklists (e.g., Ultimate SEO Checklist)
- Glossaries (e.g., Marketing Terms Defined)
- Case Studies (e.g., How We Increased Conversions by 200%)
- List posts (“listicles”) (e.g., 5 Ways to Improve Your Sleep)
Why Does Evergreen Content Work Long-Term?
Several factors contribute to the enduring effectiveness of evergreen content:
Timeless Topics
Evergreen content addresses topics that are consistently relevant to people. Basic human needs and interests, fundamental skills, and core concepts rarely go out of style.
Consistent Search Traffic
Because the topics are always in demand, people are constantly searching for information related to them. When your evergreen content is well-optimized for search engines (SEO), it can attract a steady stream of organic traffic over time. It targets keywords with consistent search volume.
Authority and Trust
High-quality evergreen content positions you as an authority in your field. When you consistently provide valuable and accurate information, you build trust with your audience. This can lead to increased brand loyalty and conversions.
Shareability
Evergreen content is often highly shareable. People are more likely to share resources that they find useful and that will continue to be helpful to others in the future.
Link Building
Other websites are more likely to link to evergreen content because it provides lasting value to their readers. These backlinks can improve your website’s search engine ranking and drive even more traffic to your content.
How to Create Effective Evergreen Content
Creating successful evergreen content requires careful planning and execution:
- Choose the Right Topics: Focus on topics that are relevant to your audience and that will remain valuable for years to come. Keyword research is crucial here.
- Conduct Thorough Research: Ensure your content is accurate, up-to-date, and comprehensive.
- Write in a Clear and Concise Style: Use language that is easy to understand and avoid jargon.
- Optimize for SEO: Use relevant keywords, optimize your title tags and meta descriptions, and build internal links.
- Keep it Updated: While evergreen content is designed to last, it’s important to periodically review and update it to ensure its accuracy and relevance.
The Difference Between Evergreen and “Trending” Content
Trending content is very of-the-moment, focuses on current events, and sees big spikes in traffic… that quickly fade. Evergreen content is the opposite: slow and steady growth that lasts. While trending content can bring a lot of attention quickly, evergreen content is a marathon, not a sprint.
Examples of Businesses Using Evergreen Content Successfully
Many businesses leverage evergreen content to grow their online presence. Here are a couple of quick examples:
- A financial planning company might create a guide on “How to Budget and Save Money.” This is a topic that is always relevant to people of all ages and backgrounds.
- A software company could develop a glossary of terms related to their industry. This can be a valuable resource for new users and can help to establish the company as a thought leader.
Evergreen content isn’t a “set it and forget it” strategy. You’ll need to monitor your content’s performance, update it regularly, and promote it consistently. However, the long-term benefits of evergreen content make it a worthwhile investment for any business that wants to build a strong online presence. You’re building a foundation that will continue to pay off for years to come.