The goal of evergreen content is to create a piece of writing that stands the test of time. The benefit of evergreen content is that it can remain a credible and visible portion of your online presence. It can do this without needing to be updated on a regular basis. If someone stumbles upon evergreen content years after it’s written, they’ll still be able to learn something valuable from it. Although not every piece of content can be evergreen, striving to create some evergreen content connected to your brand is a good idea.
It’s hard to define exactly what makes a good piece of evergreen content; let’s begin by identifying what is not evergreen content. Content that would not be considered evergreen would include:
Time-sensitive writing: Examples include, “What to look forward to in the year____,” or “Why the month of ____ is the best for email campaigns!”
Reactionary content: Content that reacts to current events or news articles can draw in a lot of interested readers. However, they’ll leave as quickly as they come and they likely won’t be back. This type of content needs to be re-created on a regular basis.
Statistics-heavy content: Like reactionary content, this can draw in a lot of readers very quickly. However, if you’re looking to produce a piece of content that stands the test of time, don’t use statistics that will be irrelevant in a matter of months. (Hint: If you’re fond of including statistics in your content, make sure to provide updates at least yearly).
Pop Culture references: As entertaining as these may be, they come and go with the wind. We’d provide an example, but that would disqualify this blog post as evergreen content!
Remember to avoid topics or ideas that have a foreseeable expiration date and you’ll be well on your way to producing a solid piece of evergreen content.
For more about creating content of any kind, check out our easy tips for creating original content!