What is Evergreen Content?

Evergreen Content is search-optimised content that is continually relevant and stays “fresh” for readers over a long period of time - as the name implies. You may think that all online content is sustainable; after all, a blog post doesn’t just disappear after you publish it. Evergreen content is different - it continues to be relevant long past its publication date, with search traffic growing over time.

While the specifics may vary by industry or audience, some common formats include:
• How-to guides and tutorials
• Frequently asked questions (FAQs)
• Glossaries or encyclopaedic entries
• Historical overviews
• Principles or techniques

Producing content in these formats does not automatically make your piece Evergreen. These types of content tend to lend themselves to Evergreen writing more than other formats. Instructional videos providing useful information, like how to change a tire, have more longevity than a less practical video.

What isn’t Evergreen Content

To better clarify what kind of writing is considered “Evergreen” we can examine what types of pieces are specifically not Evergreen.
• News articles
• Statistics or reports that will quickly go out of date
• Articles focused on pop culture or a current trend
• Current clothing and fashion trends

Remember, Evergreen Content has no real expiration date and retains its value long-term, so an article about a government election or this year’s marketing trends may be popular content for now but it won't make the cut as Evergreen Content.

Evergreen Content isn’t the only way to success

Evergreen Content is great, but don’t think that everything you create needs to be (or should be) Evergreen. Timely and topical pieces are also important. These pieces are perfect for short-term marketing campaigns when you want to drive a lot of traffic and leads in a small amount of time. The best content marketing strategy includes a mix of long-lasting Evergreen posts and more topical articles.

Evergreen Content in summary

Evergreen content is a valuable asset in any content marketing strategy. By creating high-quality, enduring pieces, you can build a library of resources that continue to attract and engage your audience long after publication.

As you plan your content calendar, consider how these pieces can complement your time-sensitive content, providing a strong foundation for your overall digital marketing presence. Remember, the goal is to create lasting value for your audience.

With careful planning and execution, your Evergreen content can become a cornerstone of your content marketing efforts. Evergreen content can drive traffic, establish authority, and serve your readers for years to come. By investing in it you’re not just creating for today, you’re building a resource that will continue to work for you well into the future.

More Evergreen Content ideas

Still racking your brain for some Evergreen formats that will work as part of your marketing strategy? Here’s a comprehensive list that may help. Refer back to this list when you get stuck. Creating Evergreen content should be an ongoing goal for your business, so it’s likely you’ll use most of these formats at some point in time.

Need a little help or advice?