Evergreen content – sounds self-explanatory, right? Like its namesake, this type of content is designed to endure whatever the season or climate, providing long-term value for your site visitors and customers.
But publishing evergreen content isn’t as simple as knocking out the odd blog post or news article. Careful research and planning, as well as a strategic approach, are necessary to ensure your content retains its relevancy and continues to be an authoritative resource for users.
Here, we provide a complete guide to building and maintaining evergreen content.
- What is Evergreen Content?
- Evergreen Content Examples
- Content Examples that Aren’t Evergreen
- Why You Should Create Evergreen Content
- How to Make Content Evergreen
- Tips on Writing, Publishing and Maintaining Evergreen Content
Evergreen content is content which retains its relevancy for a long period, providing continuous value to site visitors. For content to be evergreen, the topic or message of the piece shouldn’t be time sensitive and should continue to hold its relevancy and drive traffic to your site long after its initial publication date.
Evergreen content takes many different forms, and the format is often governed by the topic. Any content which continues to drive traffic, retain relevancy and be of value to the user can be described as evergreen, with common examples including:
- How-to guides and instructional content
One of the most common types of evergreen content, how-to guides drive interest by focusing on an evergreen topic, such as How to Change a Car Tyre or 5 Ways to Cook an Egg.
Some listicles which contain non-time-sensitive content and focus on a continuously relevant topic make for valuable evergreen content. Travel firms often use listicles to promote specific destinations, which will continue to be of interest for those searching for holidays – for example: 5 of the Most Enriching Heritage Sites to Visit in Portugal.
- Product/service advice and FAQ content
FAQ content can be a highly valuable form of evergreen content, particularly for visitors further along the conversion funnel who are looking for information on your products and services.
These are just some of the key examples of evergreen content, with others being tips and advice, product reviews, video and explanatory interactive content. Brands in different sectors should utilise the right type of evergreen content format for their audience and conversion objectives.
To add further clarity to the definition of evergreen content, here are some content examples which aren’t evergreen:
- News articles
- Statistics which go out of date quickly
- Blogs and articles focused on current trends or trending topics
- Instructional information or advice on a topic which could go out of date or require regular updating
Publishing evergreen content on your site can bring a range of benefits, from bolstering your organic search performance to helping move visitors further along the conversion funnel. Here, we take a closer look at some of the reasons why you should create evergreen content:
- Drive continuous traffic to your site – evergreen content is a valuable long-term source of traffic, with visitor volumes normally increasing over time for well-optimised content which directly answers user search queries.
- Improve rankings and performance in organic search – by publishing authoritative, high-quality evergreen content on your site, the traffic and clickthrough benefits will bring consistent improvements in organic search – establishing your site as a trusted resource.
- Encourage visitors on the sales funnel – evergreen content presents the opportunity to capture visitors at various stages of the sales funnel. For example, an authoritative and useful how-to guide could encourage visitors to click through to your product pages, increasing the likelihood of conversion even if they came to your site from an upper funnel channel.
- Position your brand as an authority and thought leader – publishing evergreen content in the form of guides, articles and instructional content can help to build advocacy and establish your brand as a leader in its field, and one that consumers can rely on for detailed and reliable information and advice.
- Form deeper connections with your audience – continuing from the last point, sites which publish evergreen content stand to develop a deeper connection with their audience – particularly when the content adds value and is innately shareable.
Not all evergreen content is created equal, and even the content you’d expect to exist in the evergreen category can often fall short of the mark. There are, however, a handful of tactics you can use to ensure the content you produce and publish ticks all the evergreen boxes:
- Lean on Google search data to answer user queries – what do users want to know about key topics in your area of business? By utilising user search data, you can directly target user search intent and aim to answer these key questions – establishing your brand as an industry leader with valuable evergreen resources.
- Provide advice, explanations and tips – the more content you publish which adds value to your site and proposition, the greater the impact this will have on visibility, brand awareness and organic search performance. Think about how you can improve aspects of your site and make things simpler for the user. For example, would a glossary help to explain different aspects of your business to potential customers?
- Be aware of what makes a topic evergreen – some topics are evergreen, others aren’t. Be sure to leverage the topics attached to your industry which are appropriate to build evergreen content off the back of.
Writing and publishing evergreen content isn’t as simple as knocking out basic blogs or news articles. Such content should be carefully researched, planned and optimised to ensure it offers exceptional, long-lasting value for the user. You’ll also need to maintain and update it regularly to ensure that the content remains up-to-date and in-line with current best practices.
Here, we share a handful of tips which can help you make a success of evergreen content.
Optimise for Relevant Keywords
Before you put pen to page, consider the keywords you want to target through a piece of evergreen content. What user queries are you hoping to target, and what questions do you want to answer through the piece?
Utilise existing search data to discover the key areas of focus, and build out your piece based on these valuable long-tail keywords. Keyword research is the cornerstone of any successful evergreen content, providing essential guidance on the terms to hit to help steer and optimise your content.
Use Simple Language and Remember Your Audience
Given that you’re looking to capture traffic and clicks from every stage of the conversion cycle, it’s important to use simple and concise language which appeals to every type of user. Keep in mind your customer personas and the types of queries your audience typically searches.
Evergreen content exists to add value, targeting long-tail keywords which relate to highly specialised user queries. By simplifying your language, your content will resonate more effectively with a large and recurring audience.
Optimise for Organic Search
Evergreen content should be carefully optimised for organic search, with on-page SEO elements in place to make it more likely that your content will rank for its targeted keywords. Remember to use keywords strategically, both in headings and sparingly throughout the body of the piece; this ensures relevancy which can help to improve organic search ranking.
Given that evergreen content resources will likely become some of the most valuable pages on your site, it’s highly advised that you add links to other pages. This will make your site more navigable for users visiting at the top of the sales funnel.
Host Evergreen Content Apart from Your Blog
Given the time and resource you’ve spent creating evergreen content and guides, don’t bury it on your blog, where it can easily go forgotten alongside other, lesser content. Instead, create a separate section of your site where evergreen guides can sit – providing a reliable portal where users can continuously access your most important guides, information and resources.
Update Evergreen Content Regularly
Evergreen content doesn’t always stay evergreen. Depending on the topic, you may need to update evergreen content periodically to ensure that the information it provides remains relevant and follows industry best practice.
Monitor the performance of your evergreen content over time, ensuring there are no notable dips in traffic or rankings which could indicate that it’s out of date or lacking relevancy. Keep abreast of current trends, best practices and news from your industry so you can implement necessary updates and amends.
Looking to build successful evergreen content that drives clicks and visitors to your site? The organic search team at Banc can help. Our SEO and content marketing specialists use the latest tools and industry best practice to develop effective evergreen content for your site, whatever your industry or sector. For more information, visit the homepage or contact our team today on 0345 459 0558.