Evergreen Content

Evergreen content is SEO content on topics that always stay relevant and “fresh” for readers. It helps generate top search engine ranking, attracts leads, connects a brand with its existing customers, and only requires regular updates.

Check out the video below to develop great evergreen content ideas for your company.

In this article, we’ll explore the importance, benefits, and types of evergreen content. Next, we’ll learn how to create relevant content and get inspired by some great examples.

Why is evergreen content important?

Companies leverage step-by-step guides, tutorials, videos, how-tos, checklists, and podcasts for beginners and professionals to drive traffic to their websites, convert visitors into leads, and establish authority. However, writing ordinary articles that correspond to the realities of a certain time can’t guarantee the future success of a business. Much lies in a marketer’s ability to write blog posts that will always be in demand — useful content that isn’t subject to time.

A blog’s team of professionals who create such masterpieces brings knowledge to their readers. They consequently reward this company with organic traffic, high search engine rankings, backlinks, and higher ROI. Helpful, clear, and approachable blog posts can easily reach target audiences and attract more prospects. By providing customers with informative and up-to-date information, you’ll also be able to retain your readers and acquire loyal customers.

With valuable and clear content, brands can reduce their websites’ bounce rates. Using keywords and links also allows companies to support their SEO strategy and stay in the lead.

There are even more reasons why brands consider creating “fresh” blog posts. Read on to unveil more advantages of this marketing technique.

Benefits of Evergreen Content

Leveraging quality articles that comply with key SEO principles brings value to your business. There are several pros evergreen content brings, and they are as follows:

• high search rankings;
• a steady stream of readers;
• a high level of traffic driven to a website;
• strong relationships with existing customers;
• more value for visitors (skills and knowledge);
• a high number of shares;
• more backlinks;
• customer loyalty;
• more authority in the industry;
• lead generation.

Now that you know about the pros, let’s review the types of evergreen content.

If you aim to rank higher and drive more traffic, be ready to use different forms of content: how-to instructions, guides, interviews, product overviews, infographics, and more. They will help you engage your audience and make them stay loyal to your company. It’s time to jump into the types.

Step-by-step guides

To learn something new or solve a problem, people go to Google to find answers. That’s why you should get ready to provide them with the most informative and detailed guides on various topics in your niche. By creating evergreen step-by-step guides for your blog, you’ll be able to drive more traffic to your website.

Let’s take one of the most popular topics, how to fry an egg, for example. Food Network’s how-to article will be relevant and rank high on Google because people will always need to know how to cook an egg. The article doesn’t even require any updates since the process stays the same.

Cornerstone content

It’s the main content on your website, and it can be presented in the form of an article, single page, blog post, or several posts. These are informative and relatively long articles that combine information from reliable sources and cover the essential ideas on a specific topic. It’s a great approach to welcome visitors to your sales funnel.

For example, PC World offers visitors to read its article before purchasing a laptop.

Articles supported by statistical proof

If claims in your posts are supported by evidence, people are more inclined to believe this information. You can search for results from surveys on reliable websites to prove your words.

For example, the article “Why Does 1% of Content Marketing Articles Receive 30% of All Shares?” on Buzzsumo’s site makes its statements and proves them with statistical evidence.

Lists of useful tools

Recommending your clients some useful tools to be at hand is also a great idea. Show your readers some tools that can be helpful in their professional or personal life. Try to compile a long list of services that suit businesses with different budgets to bring the most value.

With its blog, SendPulse strives to provide value and knowledge to its readers. For example, in the blog post below, you can find the best online form builders.

Infographics

According to one of Visme’s surveys, 32% of marketers inform that visual images are an essential form of content for their companies. It’s always a great way to convey important facts, statistics, short guides, or examples through infographics. They are visually appealing, and customers perceive such information faster. Besides, infographics are easy to download and check without the need to google anything or read long articles.

For example, let’s take a look at this great infographic from Entrepreneur. It contains 12 rules about startups from Mark Cuban.

Now that you know the types, you can easily bring your evergreen content ideas to life. However, to do everything perfectly, check out the next section to find out how to create search-optimized articles, blog posts, tutorials, and step-by-step guides.

Every brand tries to regularly create this type of content because of the advantages it brings. If you are interested, start here to develop it for your company.

Select a topic

You need to search for topics that are relevant to your website and can drive great traffic. To select an appropriate topic, you should distinguish trending (have a great search volume at the beginning but lose it quickly) and evergreen posts (continue driving high traffic for a long time).

Firstly, look for the topics that can be an excellent fit for your website and will stay relevant for your customers at the same time. Secondly, check the articles you already have in your blog to figure out which of them retain the most readers. Thirdly, check out similar blogs, identify the content you need, and check it with a special tool.

For example, SendPulse, a service that helps send email campaigns, create chatbots, and design landing pages, also educates leads and customers about internet marketing through its blog and glossary.

Choose the right keywords.

If you want to make your posts rank higher, use appropriate keywords. To identify these keywords, you can leverage one of the keyword research tools (Term Explorer, Ahrefs, SEMrush, or Moz’s Keyword Difficulty Tool) or just type a search query in Google.

For example, let’s type “internet marketing” in Google search and see some related keywords people search for.

Avoid dates and events

If you don’t want to shorten the lifespan of your content, ensure it doesn’t contain any specific dates or events. It’s advisable not to stick to the events that happen during the time you create your articles. If some of your blog posts require dates, use them wisely.

Let’s take the article “2021 Marketing Guide” from business.com, for example. The company’s editor can easily update the post’s title to “2022 Marketing Guide”.

Write case studies

Case studies imply in-depth research of events, people, or communities and aim at analyzing specific issues, situations, or companies. They are popular in business areas but appropriate only for certain types of situations and target audiences. However, if you know that your readers prefer in-depth analytical content, a case study is a great choice. By using it, you can build credibility, increase authenticity, and provide your readers with new knowledge.

For example, the Buffer blog enables readers to access its collection of 47 posts with case studies.

Create informative guides and tutorials

All people need advice in different life situations, and they often use Google to receive it. Users search for guides, tutorials, and videos to find answers to their questions and choose articles that rank higher. If you want to establish authority, try your best to create informative and relatively long step-by-step guides so that readers can use them to their benefit.

For example, an owner of a small business who wants to know more about email marketing can receive value and comprehensive knowledge from SendPulse’s blog post “The Ultimate Guide to Small Business Email Marketing.”

Make sure your articles are up-to-date

At this stage, it’s no longer important how hard you worked on your blog posts and how high-quality they are. The key task here is to update them regularly since strategies and tools change, which results in your content becoming less relevant and “fresh” over time.

Let’s take SendPulse, for example. We regularly update our blog posts and glossary articles to stay relevant and provide users with the most up-to-date content. You can see the date when our article about Instagram tools was updated below.

Now that you know the steps, let’s review several websites that offer evergreen articles.

We can encounter evergreen content on Google and social media on a routine basis. The number of examples is huge, but we’ve prepared the most popular and successful websites.

Dotdash

The company and its brands like Investopedia, The Balance, and Verywell help millions of people worldwide by publishing articles on some of the topics users search for most often. Readers can obtain information on health and wellness, finances, beauty, and many more.

Let’s take a closer look at Investopedia. The website provides people with a dictionary and academy aimed at teaching visitors everything related to finances.

Wikipedia

With its 1.9 edits every second and 18 billion monthly page views, Wikipedia is an excellent example of an evergreen website since it allows people worldwide to update its articles if some facts are missing or need editing. Because of this, Wikipedia’s information is constantly updated and remains relevant.

Buffer

Buffer blog is a treasure trove of materials for marketers. It involves blog posts about social media and online marketing and contains materials in various forms: tutorials, guides, courses, case studies, etc.

You can see Buffer’s blog post on how to leverage Facebook for your company below.

Companies that create non-time-sensitive and always relevant evergreen articles will be able to easily receive their reward in the form of high rankings, more leads, loyal readers, and increased traffic. Therefore, you should not waste your time and leverage the gained knowledge when developing your content strategy instead.

Resources:

1. This article defines the term and provides readers with examples and tips.
2. This article uncovers the importance of evergreen content.
3. In this article, you’ll find the definition of the term, several ideas, examples, and tips for writing evergreen articles.

Last Updated: 22.03.2023