Evergreen content is a core part of content marketing – a strategy which uses media to educate, inform and entertain your potential customers.

It’s different to normal content in the way that it always stays fresh. Evergreen content remains relevant and useful for an extended period of time. Sure, your content might need a bit of a refresh now and again as new information or data comes out. But, evergreen trees need a bit of upkeep to stay alive and at a manageable size.

What Makes Content Evergreen?

Evergreen content is a blog post, infographic, podcast or other medium that isn’t time-specific.

Evergreen content is not:

  • News Articles
  • Seasonal pieces that relate to a particular year
  • Statistical data that’s likely to change
  • Information on products with a run of a few months

Evergreen Content is:

  • Information about long-term products
  • How-tos, tutorials or walkthroughs
  • Customer case studies
  • Staff Interviews
  • Ultimate guides

Why Is Evergreen Content Effective?

Evergreen content helps your content in a multitude of areas and has long-lasting effects.

As it lasts the distance, you have the opportunity to continue to promote, improve and optimise your post for success.

Social Media

Evergreen content is an easy win for social media. It’s a content piece that you can post over and over again, and it will always be relevant.

If you have a social media scheduler with a content queue feature, you can add your evergreen content to post multiple times over a set period. We recommend sharing it once a month as a maximum to avoid audience fatigue.

Email Marketing

Evergreen content is great for putting into broadcast emails. It gives a less sales-y promotion piece to keep your subscribers engaged.

Evergreen content is also perfect for automation emails. As the media stays fresh, it’s ideal for your “set and forget” emails, such as welcome campaigns.

How To Create Evergreen Content

Creating evergreen content that gets results can take time. But, as the results are longterm, it’s worth putting in the extra time.

  1. Define Your Audience

First, you need to decide on who you are creating for. Do you want to create something for an expert in the field? Or a newcomer?

Then you need to look at their wants, needs and desires. What problems are they having that are stopping them from getting what they want or need? What does your audience struggle with that you need to solve.

So, if you sell partyware, you might want to write about:

  • Organising birthday parties for 10-year-olds
  • How to make helium balloons last for a long time
  • How to create a Castle Cake from scratch

2. Decide On Your Medium

You need to pick what medium your evergreen content is going to be. 

Are you going to do a:

  • Podcast
  • Blog Post
  • Infographic
  • Video
  • Case Study
  • eBook
  • Something else?

3. Create A Content Outline

Create a basic framework for your post. You need to cover all the areas your audience needs to know about the subject. A simple framework might look like this:

  • Introduction
  • Paragraph 1 – What is X and why is it important
  • Paragraph 2 – How does X lead to Y?
  • List – 5 reasons X is key to your success
  • Paragraph 3 – Next steps to start doing X
  • Conclusion – Round up subject

4. Promote Your Content

Once your content is live, you need to start telling people about it. There are a huge amount of tactics to bring traffic to your website, like sharing content on social media, paid adverts, email marketing and more.

How Often Should You Update Evergreen Content?

While evergreen content stays fresh, there’s nothing wrong with polishing it now and again.

Every six months, you should:

  • Check all the links are still working,
  • The information is still correct, and the products are still valid.
  • You can also expand on any information you think is missing,
  • Add any new information that may have come up.

Evergreen content is vital to your marketing success. A piece of content with a long-term return-on-investment is a brilliant use of your time and budget. If you find yourself struggling with putting together content for your brand, we can help. Contact thrive@418group.com to find out more.

Emily Woffindin

Author Emily Woffindin

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