Creating quality content consistently is a real challenge. And in today’s volatile information world, it’s easy to fill your website with information that quickly expires. Evergreen content is the solution to this problem.
But what is evergreen content? Why is it so important to implement it in your digital strategy? Find out in this post where I will also show you some examples that will serve as inspiration to start using this versatile and long-lasting type of content.
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What is evergreen content?
Evergreen content is content that remains relevant and useful over time, and is not affected by current or seasonal trends.
This type of content continues to attract traffic and maintain its value, regardless of when it was published.
It is precisely its longevity that makes it so valuable
Especially when we take into account the challenge of creating relevant content in terms of time, creativity , design, dissemination… There are many resources dedicated to it.
Seen this way, it seems like a panacea, and that the ideal would be to create as much evergreen content as possible and then go to sleep. But no. Because this format has many advantages, but also disadvantages, as we will see below.
It makes a lot of sense to call it evergreen, because what you want to convey is that the content will continue to fulfill its function long after it is published.
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Evergreen content in your Content Marketing strategy
There are two types of content you should have in your content marketing strategy :
Current content : necessary and unavoidable, but with an expiration date
Evergreen content : content that has no expiration date, but must be relevant so that it lasts over time and meets the objectives for which it was created.
Ideally, you should work with both formats and thus balance your strategic balance.
Keeping up with current events is an unavoidable requirement
Especially in an environment that moves at breakneck speed. However, there are certain insights that are inherent to the human condition, and it is these recurring levers that you must discover and activate.
What are the benefits of creating evergreen content?
It’s very easy to fall into the temptation of creating content that’s trending, and there’s nothing wrong with that. In fact, it’s a great way to attract certain segments of your target audience.
However, there are reasons why it is worth working on evergreen content as well. Let’s look at the most important ones.
1. Helps bring constant and quality traffic
Since evergreen content focuses on topics or concerns that vary very little, user interest is constant, and the volume of traffic it brings is also very stable.
Nobody is bitter about a sweet treat, and even less so about a recurring flow of leads and visits.
You may help your readers feel a feeling of connection and belonging by providing them specially curated information, such as behind-the-scenes looks at your product development or exclusive tips on natural skincare. Imagine Sarah writing sincere emails outlining her experiences as an entrepreneur, such as the difficulties she had finding components in an ethical manner or the ways in which the beauty of nature served as inspiration.
Provides credibility and authority
As users see that your website appears frequently when they search for topics of interest, they will understand that you are a reliable source. Additionally, other content creators will want to link to your site, meaning you will get backlinks.
Therefore, your authority, credibility and brand awareness will grow and strengthen, facilitating the path to converting visitors into customers.
3. Favors SEO
This type of content helps your website rank in search engines because it focuses on strategic keywords. Plus, most evergreen topics are informative.
So if you pay close attention to search intent , you will gain organic positioning, the most stable of all.
4. Easy to share
Good evergreen content encourages users to share it with their acquaintances or on their social networks.
The consequence is that the same users will leaders want more valuable data become promoters of your website and you will get more qualified audiences.
In addition, it will boost link baiting : evergreen content will be the excuse for external media to link to you and mention you.
Welcome backlinks.
All your content needs to be updated at
some point, but evergreen requires very few changes over time.
So you won’t have to keep an eye on it as much, and when you do need to make an update, it will be minor.
6. Improve engagement
Since users see that you are offering them useful and valuable information, they will want to keep coming back. They will also be more willing to take conversion actions, such as subscribing to the newsletter or downloading lead magnets.
7. Promotes internal linking
General content provides a basis for canada email lead linking to more specific content within your website.
This makes it easier to crawl and index the entire site and gives authority to the target content, which is also always fresh for the public.
8. Improve CTR and dwell time
General topics tend to attract a lot of traffic, so your website will receive more clicks.
Plus, if you explain the content well, users will stick around and consume it. As a result, you get a high CTR and dwell time, and a low bounce rate.
Types of evergreen content with examples
There are many types of evergreen content, so we’re going to classify them into two categories: by distribution channel and by format.
I will also show you some examples of evergreen content so that you have a clearer idea and can start implementing it on your website.
According to the distribution channel
Evergreen content can be shared on almost all of today’s information distribution channels. However, here are some of the most prominent ones.
Content posted on YouTube often receives a lot of traffic because it is audiovisual content.
This makes it easier to understand and therefore share. The most commonly used format is tutorials and tips or advice on a topic.
Email marketing offers direct communication with each prospect.
You can share text, images or videos. Among the most common types of content on this medium are stories , guides and news .
3. Social networks
On social media, it is possible to work with evergreen content in multiple formats.
For example, on Instagram and Pinterest you can post infographics and other images that address a search intent.
While on Facebook and Twitter (X), text is better as lists or short posts that explain a topic.
This is the most important medium for publishing evergreen content because it has the most influence on your website’s ranking.
It doesn’t matter what the main topic is, as long as you
publish content focused on an informative purpose. This is easy to do if you have a corporate blog .
For example, if you sell school supplies on your website, you can post guides on what to consider when choosing notebooks based on grade level. But if you sell car parts, one idea is to create posts like “Fun facts about Ford.”
According to the format
Format is another factor to consider when working with evergreen content. Let’s look at what they are along with some examples.
5. Information guides
In some cases they are similar to tutorials, but the main difference is that in this case it is possible to combine explanations of how to perform a certain task with other informative data.
For example, if you explain “How to straighten hair,” include a step-by-step guide and offer suggestions on which synthetic and organic products to use to make the effect long-lasting.
Interviews with experts or well-known people in
The sector generate a lot of engagement , in addition to attracting followers to your site.
On the other hand, it greatly encourages reading and staying on the web. You can work in both written and audiovisual format and share it on any of the dissemination channels.
7. Step-by-step tutorials
This type of format is one of the most sought after in practical topics, that is, to solve a real-life problem.Many themes are supported with step-by-step tutorials.
