Creating content that retains value over time is a challenge for any marketer. Yet, evergreen content is energy-efficient. For instance, a one-time blog post can still generate leads and engagements years after it was first posted — making the effort all worth it.
It’s never a bad idea to start creating such type of content. At first look, evergreen content raises eyebrows for its notorious difficulty. But that’s not true. With the right insight into your keywords and content ideas, evergreen posts are ever so easy to create. You’ll get them incorporated into your content marketing strategy in no time.
We’re here to help. In fact, consider this article as your go-to guide for your evergreen content needs.
Let’s understand, first, what’s the big deal about this type of content.
Evergreen means staying fresh all throughout the year. No winter and fall. That stays true to a particular type of content that remains updated, valuable, and relevant for many years.
This includes how-to articles like “How to fry a chicken” or “How to keep your room clean”. If you come around to this article months after it was posted, you’ll still find it interesting because its value remains important.
But if you’re looking for an update on the iOS 14, you’ll want to see the latest articles because years-late posts won’t provide the right information you’re looking for. That speaks true to news articles, sports posts, research essays, and more.
One of Google’s criteria for ranking a page on top of results pages is its relevance and backlink profile. Some online posts are relevant only for a specific time frame, aka viral posts or news articles. Although they may become relevant and get on top of search pages, they have a small window of time to get enough backlinks to remain on top.
Evergreen content works differently. At first, it is incredibly difficult to rank high with newer posts. Still, because the nature of evergreen content is that it remains relevant, you now have the time to build backlinks and increase its attractiveness for Google. Through time, it can garner enough backlinks that Google may view as worthy of the top spot. Another reason is because it’s still relevant after many years.
There’s a catch to evergreen content, and that is the difficulty of ranking. While it is very attractive to secure a top spot with your evergreen content, too many have already been there. Meaning Google has already viewed it as a valuable resource in the past year and in many years to come. Replacing those spots will take immense amounts of time and resources.
According to Ahrefs, you need 10x content to rank on evergreen topics. 10x is a term used by content marketers as an ideal level of your content to be even worthy of getting published. Because of the massive amount of content circulating online and most of the keywords have already been clinched by top websites, you need ten times better to steal those placements. And if it is already difficult in normal keywords, how much more in evergreen topics and concepts?
So if it is very difficult to create evergreen content that even ranks on the first page of Google, why do you still need to pay attention to this type of content? Why does evergreen content matter? There are so many benefits to evergreen content, here are some:
Although it takes time to create one evergreen content, the traffic it gets is long-lasting, sometimes even years after it was first published.
The traffic can also increase through time making it more valuable in the eyes of search engines.
Evergreen content, by its nature, delves deep into topics. No other type of content can provide comprehensive and timeless insights that readers can rely on time and time again.
If you manage to create good evergreen content, this depth and reliability build your site's reputation as an authoritative source in your niche. When readers and search engines see that your content remains relevant and useful over time, it enhances your credibility and fosters trust with your audience.
For instance, a well-researched guide on "The Basics of Personal Finance" will continue to attract readers seeking trustworthy advice, establishing your site as a go-to resource for financial education.
Investing in evergreen content may seem resource-intensive at first, but it's incredibly cost-effective in the long run.
Since evergreen pieces continue to draw in traffic over the years, they offer a better return on investment compared to time-sensitive posts that might only be relevant for a short period.
This continuous traffic reduces the need for constant content creation and allows for one-time spending of your marketing dollars. However, do note that you still need to spend just a bit above average because once your content is out, you cannot drastically change it, only modify or edit parts of it. Therefore, make it a standout already in the publication.
Repurposing, or recycling content, is one of many ways you can maximize the effort, time, and money it takes to create content. For example, this blog post on the anatomy of a logo design are presented in two ways: article and infographics. Because evergreen content is usually research-intensive, it offers a great deal of information that can be divided into many different formats aka, image carousels, audio, blog posts, YouTube videos, Facebook posts, interviews, infographics, video series, a podcast episode, and a lot more.
Not only do you create more posts, but they also extend their reach to different audiences across various platforms. This adaptability not only maximizes the content's exposure but also reinforces your messages across your marketing channels.
Evergreen content is immensely challenging to create and it takes a lot of trial and error to get one that ranks. To make your process smoother and more fun, we’ve rounded up some tips on how to write evergreen content.
Start by identifying the fundamental issues or questions in your niche that are likely to remain relevant.
These could range from basic how-to guides, such as "How to Tie a Tie," to foundational knowledge pieces, like "Understanding the Basics of Healthy Eating."
By addressing these core issues, you ensure that your content continues to attract readers regardless of changing trends.
When writing your content, avoid phrases that anchor it to a specific point in time unless absolutely necessary.
Avoid incorporating words like the following: latest, trends, this year, last year, recent, last month. If you need to put a time, set a specific date, for instance, “In 2023, Harvard published a research about…” This approach helps keep your content applicable in the future.
While the core of your evergreen content should remain relevant over time, some aspects may need updates to reflect the latest data or research.
Regularly reviewing and updating your content not only keeps it current but also demonstrates to Google and readers that you dedicated to sharing valuable and accurate information.
Evergreen content often serves as an introduction to a topic for many readers, so it's important to write in a clear, understandable manner.
Avoid jargon and complex language that might alienate beginners. Instead, aim for simple and universal words, phrases, and sentences. This ensures that your content is helpful to a wide, diverse audience.
The goal of your evergreen content is to stay on top of SERPs. Without a proper SEO strategy, no matter how good it is written, it won’t likely be seen by your target audience. To ensure your evergreen content reaches its intended audience, incorporate SEO best practices.
Research and include relevant keywords, optimize your meta tags and structure your content for readability with headers and bullet points.
High-quality, SEO-friendly, evergreen content is more likely to rank well in search engine results, driving consistent traffic over time. But remember the rule to make it organically written to match people’s actual queries and not just SEO’s criteria.
Most evergreen content online is written posts, but it doesn’t have to be just that. Nowadays, YouTube videos and infographics are garnering the interest of search engines too.
Look at videos on “How To Tie a Tie'' or “How to Cook Rice''. Most of the content that ranks well in these SERPs are videos that were created decades ago. So in diversifying your content format, take note of these popular materials: videos, infographics, podcasts, scripts, pdfs.
Ensure your evergreen content thoroughly covers the topic at hand. Comprehensive guides, detailed explanations, and step-by-step tutorials are more likely to satisfy readers' curiosity and answer their questions fully.
This depth not only aids in reader retention but also positions your content as an authoritative source on the topic.
Examples of Evergreen Content
Here we explore different kinds of evergreen content. These are types of content that stay relevant and keep drawing in readers over time. Create one or more of these content, and you’re on track!
Listicles, or articles formatted as lists, are easy to read and share. They work for almost any topic. Examples include "10 Essential Kitchen Tools for Beginners" or "5 Timeless Books Everyone Should Read."
These lists remain relevant because they focus on topics with long-term interest.
Tips are quick, actionable pieces of advice that readers can easily apply. They're great for evergreen content because people are always looking for ways to improve or solve problems.
For instance, "Tips for Staying Hydrated" or "Ways to Improve Your Sleep Quality" are topics that will always attract readers.
How-to guides are step-by-step articles that are beginner-friendly. They are invaluable because they address common problems or needs.
Examples include "How to Change a Tire" or "How to Start a Vegetable Garden." These guides remain useful over time, as the basic methods for these tasks change very little.
In-depth product reviews can serve as evergreen content, especially for products that are not frequently updated or are considered classics in their category.
For example, reviews for a timeless piece of kitchen equipment or a classic novel provide lasting value to readers. However, it's important to choose products that are likely to remain in use or discussion for many years.
FAQs about general topics can be a goldmine of evergreen content. They address common questions in a straightforward manner. Examples could be "FAQs About Basic Car Maintenance" or "Everything You Need to Know About Managing Personal Finances."
Glossaries that define terms within a specific field or interest area are always useful, especially to newcomers. A glossary on cooking terms or digital marketing jargon, for instance, provides timeless value.
Case studies that tell the story of how a problem was solved or a goal was achieved can also be evergreen, especially if they focus on universal challenges and solutions. Try such phrases: "Increasing Productivity in Remote Teams: A Case Study" or "Sustainable Farming Success Stories."
We've walked through the essentials of creating evergreen content. It's clear that focusing on timeless topics not only secures ongoing interest but also solidifies your authority in your niche.
With the strategies and examples provided, you're well-equipped to craft content that continues to engage and benefit your audience for years to come.
Now, it's time to put these insights into action and elevate your content strategy to the next level.
Janella Malapad is an outreach specialist at BrandCrowd and DesignCrowd. She spends her free time playing volleyball on the court, carrying enthusiasm, and embracing the love of the sport when she's not lost in the captivating landscapes of poetry. You can reach her through Linkedin or her email [email protected]