How to Create Evergreen Content

Most likely, you’ve heard the term, “evergreen content,” before. But, you may be wondering what EXACTLY it means and how your business could benefit from it.

In this blog, I break down the following:

What it is
Why you need it
How to create it

Simply put, evergreen content is content that will be just as relevant in six months as it is today. Like a tree that holds its foliage all year long, evergreen content focuses on topics that are always in style, on trend, or important to people on an ongoing basis.

For example, a fashion blogger looking for evergreen content might create a post about denim styles for every body type. A post like this has the potential to drive consistent traffic over an extended period of time because a) denim never goes out of fashion and b) neither does looking your best. An example of non-evergreen content, on the other hand, could be something like, “Top 10 Looks for Spring.” This topic is most likely to generate interest for only a few months of the year.

Need some more Examples of Evergreen Content?

How to cook perfect pasta every time
10 ways to improve your metabolism
The secrets to an organized pantry

And examples of non-evergreen content include:

Best holiday décor ideas
Last week’s news stories
Where to go for summer vacation

Is this making sense so far?

Now that we know what evergreen content is and isn’t, let’s talk about why you need it…

There are obviously many occasions when non-evergreen content is necessary. When something newsworthy happens in your industry, or when a product is going on sale and the world really needs to hear about it.

However, there are many other times that evergreen content is the way to go.

First, content that stands the test of time saves YOU time. This is important to all business owners and entrepreneurs. You are most likely always looking for additional hours in the day to accomplish a seemingly never-ending array of tasks. Once evergreen content is created, it is done. You have the opportunity to get off the perpetual hamster wheel of content creation for a while and take a much-needed breather.

Second, if you are looking to create content that consistently generates new, organic traffic, then evergreen is the way to go. If your content is out of date (i.e. past its prime), Google won’t rank it the same. In order to drive steady and ongoing traffic to your site, I highly encourage you to think about posts with no expiration date!

And finally, now that you know the WHAT and WHY, let’s discuss the HOW.

All good content creation begins with some research. Spend a bit of time investigating topics that have long-standing interest with your target audience. Tools like Google Trends can help you to see if your topic of interest is gaining or waning in popularity over time.

Next, quality is better than quantity when it comes to content that will have staying power. Don’t just write and dump. Instead, create content that really serves your audience by answering any of these questions:

What are they looking for?
How can I help them?
Is this content self-serving or OTHER-serving?
Will people still be interested in reading about this topic six months from now?
Is this content unique to me and does it represent my brand?

Once you have answers to the questions above, it is time to start creating. If you have questions or queries that haven’t been answered here, please reach out. I’d love to chat about how to make your content creation process more streamlined and successful.

Oh, one more thing…

Periodically revisit your content to ensure that it is still performing well and tweak any parts that may need updating. And definitely check out this FREE download on repurposing your content across multiple platforms.

Happy creating!

Oh! And make sure you’ve grabbed your 2021 Publicity Calendar as well to amplify your content!