When a piece of content can stand the test of time and remain relevant for years it’s called evergreen content. This type of content is a sound investment because it will always be of interest to your target market no matter what’s happening in the industry.
Why You Want Evergreen Content
We’ve all heard the saying “content is king” in terms of getting a website to rank in search engines and convert users. A lot of strategy goes into creating content that’s going to draw attention and boost ranking, which is exactly what evergreen content does.
Evergreen content is not time-sensitive. It’s not centered on a trending topic, seasonality or what’s happening in the news. You can take your time to research the best topics for your audience and build out long-form content pieces that provide full coverage. The best evergreen content is in-depth, covering all facets of a topic. They serve to educate the reader and provide foundational information that’s timeless.
It may take longer to write evergreen content, but the longevity of the article makes it worth the time.
For example, our content on What is A/B Testing is evergreen content. The basic principles and practices of A/B testing have been the same for years and won’t likely change anytime soon. The information is as useful now as when it was first written and will remain so for years.
However, if we were to write a piece on the latest software tools for A/B testing that wouldn’t necessarily be evergreen content. That article would be a timely piece highlighting new tools that are currently gaining interest, some of which may not still be around in a year or two.
Evergreen content won’t become outdated any time soon. You get a lot of mileage out of these content pieces even if they don’t get a ton of views soon after publication. The views will add up over time delivering long-term results.
As you may imagine, evergreen content helps relieve the pressure of constant content generation. After publishing a number of evergreen content pieces you should be able to count on a certain level of monthly traffic even if you aren’t releasing a lot of new content.
Search engines also love evergreen content. Do keyword research to discover terms you’d like to rank for that can be made into an evergreen article. Once you start writing use on-page SEO best practices to optimize the content as much as possible. Pretty soon you could see your evergreen articles getting top page rank for the keywords you choose.
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How Evergreen Pieces Fit Into an Overall Content Strategy
Evergreen content is an anchor for your blog or website. It’s the content that can generate traffic year-round, year after year when it’s done right. Time-sensitive content pieces that are based on what users are currently looking for and trending topics can get a lot of attention. The problem is they don’t usually garner attention for very long or they may be seasonal.
While it’s highly beneficial to have evergreen content, you want to balance it with fresh content that’s of the moment and generating a lot of interest. These non-evergreen pieces include news articles, annual reports, statistics that change regularly, seasonal topics, trending topics and pop culture analysis.
Having a mix allows you to capitalize on what people are searching for at the moment before the interest dies and the trending search terms drop off while still remaining relevant over the long-term.
Need to fill a content gap? You can also reuse evergreen content. Simply find a quick way to update the content and re-run it on your blog. This will also give you an opportunity to revisit the piece and make sure it’s up-to-date.
Use Evergreen Content as a Conversion Booster
A thorough, well-written evergreen piece shouldn’t be buried on a blog. That’s the type of content that can help boost email signups, send the message that you’re a valuable resource and build trust when it’s used in the right way.
- Offer users a free download of a particularly good evergreen article to help boost your conversion rate.
- Use it on landing pages as an example of all the other amazingly valuable things you have to offer.
- Add a “most viewed” sidebar to your blog to draw more readers to the evergreen content.
- Use your evergreen content to create a resources section on your website.
- Use an evergreen piece as the basis for a webinar, seminar or online tutorial.
As you can see, evergreen content can play a few roles in your content marketing strategy.
Types of Evergreen Content
There are a lot of ways to incorporate evergreen content. We’ve highlighted seven types of evergreen content that almost any business can create to boost the long-term value of a blog or website.
Introductory Overview Guide
An in-depth content piece that explains a concept is a common type of evergreen content. It introduces readers to a topic and gives them the basic understanding that’s needed to delve deeper.
Example: Moz has put together a great introduction that explains what is SEO in simple terms that will remain relevant even as algorithms change.
If your company has gathered data and measured results of in-house testing it can be used to create an evergreen content piece. The results aren’t going to change, and even better, it’s proprietary information that only you can publish.
Example: Here’s one of our own case studies on the Economic Impact of Mixpanel from our Resources section.
How to Guide
People love how to guides. “How to” is a very common search phrase, which is why these evergreen pieces are great for SEO. Just make sure you share techniques and solutions that aren’t likely to change in the near future.
Example: We also have an amazing Guide to Product Metrics in the Mixpanel content library that’s still just as relevant now as when it was written two years ago. Notice how we use the evergreen content to make a connection with our users.
A checklist can be a great complimentary piece to a guide.
Example: A bride-to-be has a lot of things to keep track of before the big day and that’s a lot easier to do with Brides Magazine’s Ultimate Wedding-Planning Checklist.
History isn’t changing so it’s perfect for evergreen content.
Example: History.com has this type of evergreen content covered. Their article on the history of the Internet never gets old. *Note – as you can see the article was first published in 2013 but last updated in 2019.
Even if a topic evolves over time best practices tend to stay the same. Focus on the fundamentals and you’ll have an evergreen piece.
Example: Parents Magazine online has a great piece that any new mom or dad will search for – best ways to soothe a fussy newborn.
Definitions also remain the same. A comprehensive glossary with a number of terms and industry jargon can attract a lot of readers. It’s also easy to update from time to time with new terms.
Example: Copyblogger’s Content Marketing Glossary is one of the best glossaries on the Internet.
Want to get extra mileage out of your evergreen content? Create videos or infographs as companion pieces. That’s exactly what Better Homes and Gardens did for their overview on the steps to buying a home.
Evergreen content is a powerful tool for both you and your readers. The return on your investment can be incredible when you choose the right topics for your business and make a point to leverage the evergreen content you create.
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