What is Evergreen Content?

Evergreen content is any written content that is always relevant, encouraging readers to share it repeatedly. You’ve undoubtedly heard the term buzzing in the digital marketing and content industries, but what exactly is evergreen material, and how do you produce it?

We’ll answer these questions and more in this section, as we’ve explained what evergreen content is, why it’s essential, and how you may use it to your advantage in your content development.

evergreen trees

Evergreen content definition

But like trees that never lose their leaves, it’s an evergreen subject. It has a long-term value and is content that never loses organic traffic over a period of time. Evergreen material generates curiosity in people for months, years, even decades after it is published.

But, wait, what makes it evergreen? The apparent explanation is that the subject isn’t time-sensitive. Furthermore, the material isn’t confined to our company, such as an update or a pat on the back blog post. Instead, it’s a resource for digital marketing practitioners throughout many businesses. And most significantly, it’s a high-quality piece of content.

Evergreen topic examples

As we said, evergreen themes have held people’s attention for a long time. This also implies that they are not seasonal, so while elections occur regularly, “Halley’s comet” is not a seasonally recurring subject. Instead, it’s a topic that picks up every 75 years. So, what exactly is evergreen content? Here are a few examples:

How-to guides are typically evergreen since the procedures do not alter. For example, “How to create code” may change over time as new technology and trends emerge. Over time, definitions and lists tend to perform well.

What is the opposite of evergreen content?

Time-sensitive or current material is content that is no longer relevant. In the world of Internet search, time-sensitive content refers to any type of content that demands immediate action to be helpful. News articles are an excellent illustration of publishers producing time-sensitive material.

Time-sensitive material is also used by various other businesses and brands, including fashion labels. A popular summer fashion trend article will be out of date a few months after publication.

On the other hand, evergreen content allows you to grow traffic while producing new content regularly, as the approach we’ll look at later demonstrates.

Time-Sensitive topics:

Time-sensitive topics are those that lose relevance after a certain amount of time. They either become less necessary or outdated rapidly. Temporaneous content is time-sensitive because it contains dates and data points that may expire soon. Here are a few more examples of evergreen content:

  • Election candidates
  • sporting events
  • weather disasters

The benefits of creating evergreen content

Increased traffic and lead potential

When you establish a long-term strategy for producing evergreen content, it begins to layer the traffic from many distinct pieces on top of one another. This is also known as compound interest. 

Self-sustaining articles

This isn’t to say that evergreen content is an easy win. It, like other material, must be watched, updated, and optimized over time. On the other hand, Evergreen material is considerably easier to manage in the long run.

Requires less output

The most significant issues facing firms that solely use time-sensitive material are scarcity of resources and competition. To increase site traffic while relying only on current topics, you must create great content faster. And the type of newsworthy information that will capture people’s attention is likely to be widely covered. 

How to create evergreen content

You now understand the advantages of evergreen content, so you’re ready to begin, but how do you go about producing it? That’s a great question! Follow the guidelines below before diving in to ensure that your material is valuable and continues to be relevant, and get traffic over time.

1. Search for evergreen content topics

We previously spoke about a few content types that usually do well as evergreen pieces, but that isn’t the whole story. To figure out which subjects are most valuable, conduct some research:

Keyword research

  • Look for the topics that your target audience is searching for. Create a strategy that incorporates a range of terms with varying search volumes.
  • Look for an increase in monthly searches. Time-sensitive keywords are more likely to have volatile rankings, so do your homework first.
  • Examine the competition. Look at the competition for evergreen content ideas. Also, look for areas where they fall behind or have gaps in their content creation (content gap analysis) that you can capitalize on.

2. Create evergreen material that is worth reading.

After choosing your keywords, it’s time to get down to business. Quality, trustworthiness, and originality are the three most important criteria when determining whether the content is high-quality.

Take the time to read through your content and get a fresh pair of eyes on it. Replace any popular topics and references that may quickly go out of date.

Create something useful that will stand the test of time.

3. Check the Search Engine Result Pages (SERPs)

Search engines use analytics data to determine which pages are engaging and which aren’t. The activities of your competitors and the top-ranking sites can provide valuable information on what people and search engine crawlers are searching for in evergreen articles. Are they giving more thorough information? Consider adding further detail and examples to your content. Is their language clearer? Use tools like Grammarly and Hemmingway to optimize the text. So keep an eye on Google Search Results and Google Trends.

4. Understand your target audience.

When you’re trying to produce evergreen content, it’s easy to try and write a super-sized work that tries to be everything for everyone. And that’s assuming you ever complete it. So narrow your scope and create something useful, meaningful, and appealing to a specific audience.

5. Proofread, then optimize

When you’re generating new material, keep in mind the adage “Don’t let perfect be the enemy of good,” which means make an effort to get it out there as soon as possible. Then, study how much traffic and interaction your first visitors had. Concentrate on improving and reusing–and we’ll talk more about that later.

6. Reuse material for new purposes.

Despite its best efforts, Evergreen content will begin to become outdated and provide subtle signals to readers that it is old or out-of-date, which will result in a drop in traffic. Is there any indication on the blog that the post was published? If so, consider replacing the article when it’s updated so that it returns to the top. This is especially useful when you have a lot of material to publish; it’s unrealistic to expect visitors to your blog/resources section and scroll down to the end of the blog posts.

There’s also a chance to modify the evergreen posts to reflect changes. These adjustments might be made by adding new information and statistics or simply updating existing content to make it more relevant to a changing/new search intent. Users may not be seeking the same thing years down the road.

There are many more possibilities for monetizing a blog. For example, you might expand a blog entry into an infographic, podcast, case study, tutorial videos, webinar, or email series. When you create a great piece of evergreen content, look for ways to “spin” or repurpose it into other formats that will drive traffic.

Tip: If you’re going to replace the old content with the new one, make sure it has the same URL or that you 301 redirect it to the recent article.

7. Use time-sensitive articles to assist in the discovery process.

While we’ve discussed some of the drawbacks of using time-sensitive content to create long-term traffic, it may help promote your brand and other content when it goes viral.

To make this strategy work, include a proper CTA on each piece of timely content. That CTA should lead the reader to an evergreen piece within the same topic. This should keep your visitors on your site for longer while also increasing the traffic to relevant content.

8. Utilize a content calendar

Regardless of your particular content marketing strategy, a content calendar is required to plan and ensure that your content team is on schedule. You may use the tool to manage your repurposing/reuse activities to maintain a constant stream of content production on your site.

Types of Evergreen Content

The following list includes some examples:

  • “How To” Guides
  • Frequently Asked Questions (FAQs)
  • Tutorials
  • Testimonials
  • Listicles on specific topics
  • Industry Resources (Templates)
  • Glossaries of Terms and Phrases
  • “History of” Articles

How to Make the Most of Your Evergreen Content

Even content that is continually fresh declines over time. One reason for this is the efforts of your competition. You can’t prevent other people from competing with your Search Engine Optimization (SEO) efforts; you will almost certainly lose some traffic to it no matter what you do. 

Additionally, as you improve at producing quality content, especially if you discover a unique topic, you’ll find that themes overlap (keyword cannibalization). With this in mind, here are a few pointers for generating and retaining more traffic with an evergreen mindset:

1. Keep track of your traffic and ranks.

Keep an eye on the keywords you’re aiming for and how your material performs (Ahrefs is a great tool for tracking keywords). This way, when you see sections or entire content groups beginning to fall in the SERPs, you’ll be able to make adjustments your SEO strategy as needed quickly.

2. Update and refresh your content.

Fresh material is essential to a successful evergreen content plan. Keeping your brand’s voice and content current should be a regular aspect of your whole strategy and procedure.

3. Develop a solid link-building plan that will help you achieve your goal.

Backlinks signal to search engine crawlers that a page is popular. When developing and updating your evergreen content, make sure each page is internally linked so that visitors (and crawlers) may find it.

The Takeaway

It’s both simple and tough to implement. Evergreen material is simple to understand and difficult to put into practice. You now have a more excellent grasp of the importance of evergreen content and a starting point to develop your own or improve what you already have with this guide. While the plan will never be 100% bulletproof, seeing the final result of compounding returns as you turn a collection of specific items into a traffic-generating machine.

Published on: 2021-12-18
Updated on: 2023-01-14

Avatar for Isaac Adams-Hands

Isaac Adams-Hands

Isaac Adams-Hands is the SEO Director at SEO North, a company that provides Search Engine Optimization services. As an SEO Professional, Isaac has considerable expertise in On-page SEO, Off-page SEO, and Technical SEO, which gives him a leg up against the competition.