Evergreen content is the Crème de la crème: it lives forever, it doesn’t necessarily need to be updated, and it can be repurposed over and over again. So, are you incorporating evergreen content into your marketing strategy?
Unlike other forms of content, evergreen content remains relevant – even if weeks, months, and years have passed. And what better way to maximize your time and efforts than to create content that will live on forever?!
Over at The Quirky Pineapple Studio HQ, we’re big fans of evergreen content – like this blog post you’re about to read! – because it’s a fantastic way to drive traffic without the need to constantly update it.
Want to learn how to make the most of an evergreen content strategy? Read on for some of our favorite tips!
What is evergreen content?
Let’s start with the basics: what even is evergreen content?
In short, evergreen content is any type of content – from written blog posts to videos, social media graphics, etc. – that holds the power to remain relevant and ongoing for a long period of time. It’s not tied to a current event or trend, it doesn’t require constant updating, and it can be read and understood the same way one day, four weeks, seven months, and even two years from when it was first published.
And because it continues to be relevant, the piece of content consistently drives traffic – which is always a win if you’re running a business that’s looking to scale!
A few examples of evergreen content:
– Explain a concept that you’re familiar with
– Answer FAQs that your customers will find helpful
– Share a testimonial from a past client
– Write a “How to” guide on a topic that interests you
– Create a glossary of terms with their definitions
Any of the examples outlined above, when properly optimized, are a great way to continuously drive people to your website (and keep them there) because the content will always be relevant, interesting, educational, and helpful.
Whereas “topical content” might seem fun and engaging in the moment, the truth is… most of it is very short-lived.
Think of the rise of the meme for example. It almost seems like there’s a new trend popping up weekly, right? Yeah, we’re overwhelmed, too!
And while jumping on a trend might get you all the attention when that trend is hot, it’s pretty much a given that, once the moment passes, so will that short-lived boost to the top.
How an evergreen content strategy boosts your brand
When it comes to planning and executing a marketing strategy, there’s no denying that evergreen content should be included as one of the most essential parts of said strategy.
When done right – and we’ll get to that in just a moment! – evergreen content can help you save time, escalate your efforts, and stay relevant as a brand or business.
How does it help you save time and double (if not triple) your efforts? Because the fact that it lives on “forever” means you can dedicate less time to, say, updating it and more time on everything else that matters when you’re a busy, busy, busy business owner!
Creating evergreen content is, in short, the best use of your time if content marketing (and creation) sometimes gets the best of you.
Plus, evergreen content also helps your business constantly and consistently rank higher on websites like Google and even generate more ad revenue.
4 tips to help you create a bangin’ evergreen content strategy
Now, you might be saying: “Ok, that’s all great! But where do I start with an evergreen content strategy?!”
No need to worry! You know we always have your back…
Here are our top 4 tips to help you start planning for a well-rounded evergreen content strategy:
1. SEO optimization is key
You know how we said that evergreen content can help you rank better on Google? Well, that’s only possible with a little SEO magic.
Search engine optimization (SEO) is the process of optimizing a written piece of content to help it rank better (as in, show up higher at the top) on websites like Google & other search engines.
There’s a lot that goes into SEO: keywords, relevancy, format, linking, mobile friendly-ness, readability, backlinks… the list goes on and on.
When you create evergreen content that’s SEO friendly, more and more people will start to read it. Then, more people will share it or link to it.
And, finally, Google will slowly but surely begin to creep it up to the very top of the page…
2. Repurpose your content on social media
We’ve said it before and we’ll say it again: there’s nothing that makes us happier than repurposing a great piece of content.
And the beauty of evergreen content is that… it can be repurposed multiple times, in many different ways!
When you create a great piece of evergreen content, don’t be afraid to use it to your advantage and make more out of it. Not everyone consumes content the same way, so there’s no need to worry about seeming “repetitive” – not everyone is seeing your content all the time, at the same time, and with the same level of attention.
Plus, since it’s very probable that evergreen content will be some of your top-performing pieces, why not take advantage of the fact that they’re already written?
A few ways to repurpose a longer piece of evergreen content are:
– Create social media graphics
– Turn it into social media captions
– Film a quick video
– Use it to write up a Twitter thread
– Turn it into an ebook (which can then become a lead magnet!)
3. Combine evergreen & topical content
We know, we know: you’re all about evergreen content now!
But the truth is… you can’t rely on evergreen content to carry your strategy alone. People like to read about relevant topics and current events, they enjoy being part of these conversations, and they like to hear others’ takes on hot topics.
That’s why, while evergreen content helps you stay relevant and rank better, topical content brings in people who are on the hunt for current trends.
So make that time-sensitive meme, but also feel free to share that infographic about a “concept” or “term” that you created last month – the more of each of these, the merrier!
READ MORE: 6 Ways to Repurpose Your Content for Longer Shelf-Life
At the end of the day, a strong marketing strategy includes a mix of evergreen and topical content that educates, entertains, and inspires your audience.
4. Write simply, clearly, and informatively
Because evergreen content is meant to remain “forever relevant”, there’s no way of telling when or how people will get to it. So, while someone who’s already familiar with your brand and your work can see it… someone who has no effin’ clue what you’re talking about can also find it on their quest to learn.
That’s why it’s so important that your evergreen content strategy takes into account simplicity: never take anyone’s knowledge for granted.
Plus, writing simply and clearly will also help you rank better on Google (hello, readability!) which is a win-win if you’re trying to continue to drive traffic to your website.
The lowdown on an evergreen content strategy
For all the TL;DR crowd who scrolled past and want to know if an evergreen content strategy is worth it:
The answer is a resounding “YES!”
A well-rounded evergreen content strategy can help boost your business, save you time, help you rank better, and keep your audience engaged.
But it’s about more than just writing a blog or article and setting it loose: there’s a lot of planning and research that goes into creating evergreen content that audiences will find worthwhile.
That said, here are 4 things to keep in mind when planning your evergreen content strategy:
1. SEO optimization is key
2. Make sure to repurpose your content on social media
3. Combine evergreen & topical content
4. Write simply, clearly, and informatively
It’s a fact of life that everything changes – luckily, though, evergreen content doesn’t have to. And there’s magic in that, too!
Have you set in place a strong evergreen content strategy? What are some of the tips you’ve found most helpful?
