Evergreen content is content on topics that always stay relevant and “fresh” for readers. It complies with the SEO principles and helps generate top search engine ranking, attract leads, and connect with existing customers and only requires regular updates.
Check out the video below to figure out great evergreen content ideas for your company.
In this article, we’ll explore the importance, benefits, and types of evergreen content. Next, we’ll find how to create relevant content and get inspired by some great examples.
Why is evergreen content important?
To drive traffic to websites, better convert visitors into leads, and establish authority, companies leverage step-by-step guides, tutorials, videos, how-tos, checklists, and podcasts for beginners and professionals. 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 the 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 that manages to create such masterpieces brings knowledge to readers and they consequently reward this company with organic traffic, high search engine rankings, backlinks, and higher ROI. Useful, clear, and approachable blog posts can easily reach target audiences and attract prospects. By providing customers with informative and up-to-date information, you’ll also be able to retain readers and acquire loyal customers.
With useful and clear content, brands can reduce bounce rates of their websites. 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 SEO principles brings value to your business. There are several pros evergreen content brings, they are as follows:
- high search ranking;
- a steady stream of readers;
- high level of traffic to a website;
- strong relationships with existing customers;
- value for visitors (skills and knowledge);
- a high number of shares;
- more backlinks;
- customer loyalty;
- authority in the industry;
- lead generation.
Now that you know about the pros, let’s review the types.
Types of Evergreen Content
- Step-by-step guides
- Cornerstone content
- Articles supported by statistical proof
- Lists of useful tools
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. So, it’s time to jump into the types.
To learn something new or solve a problem, people go to Google to find answers. That’s why 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 traffic to your website.
Let’s take one of the most popular topics, “How to fry an egg”, for example. The how-to article published by Food Network will be relevant and rank high in Google. This is 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.
It’s the main content on your website and 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 most important things of a certain 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 of 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 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 tools that can be helpful in their professional or personal life. To bring the most value, try to compile a long list of services that suit businesses with different budgets.
With its blog, SendPulse strives to provide value and knowledge to its readers. For example, in the blog post below you can find 10 best online form builders.
It’s always a great way to convey some 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 at any time without any need to Google or read long articles. According to one of Visme’s surveys, 32% of marketers inform that visual images are the most important form of content for their companies.
For example, a great infographic from Entrepreneur. It contains 12 rules about startups from Mark Cuban.
Now that you know the types, you can easily make your evergreen content ideas real. Yet, 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.
How to Create Evergreen Content?
- Select a topic
- Choose the right keywords
- Avoid dates and events
- Write case studies
- Create informative guides and tutorials
- Make sure your articles are up-to-date
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 relate to your website and can drive great traffic. Leverage one of the necessary tools. To select an appropriate topic, you need to distinguish trending (have great search volume at the beginning but lose it quickly) and evergreen posts (have high traffic for a long time).
Firstly, look for the topics that can be a great fit for your website and at the same time will stay relevant for your customers. 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.
Choose the right keywords
To make your posts rank higher, use the 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 the 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 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 certain 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 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 a piece of advice in different life situations and they often use Google to receive it. Users search for guides, tutorials, and videos to answer their questions and choose articles that rank higher. So, if you want to establish authority, try your best in creating informative, 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 article “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 main thing is to update them regularly. This is since strategies and tools change which results in content becoming less relevant and “fresh” over time.
Let’s take SendPulse, for example. We regularly update blog posts and glossary articles to stay relevant and provide users with the most up-to-date content. Below, you can see the date when our article about Instagram tools was updated.
Now that you know the steps, let’s review several websites that offer evergreen articles.
Examples of Evergreen Content
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.
The company and its brands like Investopedia, The Balance, Verywell help millions of people worldwide by publishing articles on topics users search for. 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 1.9 edits every second and 18 billion page views monthly is a great 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 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.
Below, you can see Buffer's blog post on how to leverage Facebook for your company.
Companies that create not time-sensitive and always relevant evergreen articles will be able to easily receive their reward in the form of high ranking, more leads, loyal readers, and high traffic. So, don’t waste your time and leverage the gained knowledge when developing your content strategy.
- This article defines the term and provides readers with examples and tips.
- This article uncovers the importance of evergreen content
- In this article, you’ll find the definition of the term, several ideas, examples, and tips for writing evergreen articles.
Last Updated: 11.06.2021