Do you work on content marketing, copywriting,
SEO, or designing your digital marketing strategy? You've probably heard the
word evergreen content before.
Or someone told you that your site must have
evergreen content. Today we want to explain to you what we mean when we talk
about an evergreen article for a company blog or website.
How can evergreen content help you target your
product or service? But above all, how is evergreen content created and
Are you ready to learn and deepen your knowledge
of evergreen marketing? Let's get started!
Evergreen content is a publication that deals
with trending topics for a longer period of time or for a specific period of
Evergreen content is web content - often
optimized for online search engines - that is consistently relevant to a
specific topic. It stays "fresh" for users who read it for an
extended period of time, unlike any other standard web content.
Periodic updates on evergreen content data or
dates are required.
We already know what you're thinking.
Do you think that, after all, all online content
can be considered evergreen and therefore "evergreen"? After all, a
blog does not disappear after publishing an article. Just update it with a
In reality, evergreen content is different.
Evergreen content tends to be relevant long after the release date. And the
amount of web traffic increases over time.
Features of an Evergreen Item:
It contains macro-topics (s) that
are always present or searched
It answers a simple, clear, and
It can be easily updated and
Why it is
called "evergreen content"
Like an evergreen tree, in content marketing,
evergreen content means an article, page, or blog post that uses sustainable
and lasting ideas and strategies.
The evergreen tree retains its leaves throughout
the season or at least does not lose them completely. Like trees, evergreen
content is considered to be sustainable and long-lasting for the digital
marketing of a company or brand.
Now you're thinking: OK, so it's true that all
online content is sustainable! Articles and blog posts don't go away! But when
we talk about an "indefinite" or "evergreen" blog article,
we're referring to the subject matter.
What it contains is something that becomes
relevant as soon as it is published. Because of this, the view increases over
Should Create Evergreen Content
Where does the need for evergreen content
for your digital marketing strategy come from? And why should an SEO
copywriter consider such blog articles?
A big part of your content marketing strategy is tied to evergreen articles. These are
content that is capable of tackling a problem through a method designed to
never get old.
Evergreen content never goes out of style and,
above all, never gets old. You are publishing something that has no fashion and
no time. And users will continue to search for information on this subject over
We hope the biblical reference is clearer and
What you are doing is building a house on stone,
not a house on sand. The information you share in an evergreen article is -
roughly - always the same.
These are rarely modified or easily upgradable.
Here are some common evergreen layouts you might
want to consider:
Listicles - articles in the form
of a list or ranking
Writing this type of web format will not
automatically make your content evergreen or "evergreen".
Undoubtedly, although I have been able to experiment with my work, such
articles, posts, and content easily lend themselves to evergreen writing.
Much more than other formats. For example,
instructional videos - so-called how-tos - that provide useful information,
such as how to replace a part of a washing machine, have a longer lifespan than
a less practical video.
Evergreen Content is NOT
It is always best not to confuse evergreen
content with this type of web content:
Numerical statistics or ratios
that may change over time and become obsolete
Details about a specific vacation,
tour, or travel activity
Articles focusing on a current
trend or pop culture fad
Clothing and fashion latest trends
Again, there are exceptions. We have personally
experienced in some articles on my blog that despite working on pop or rather
"temporary" topics, they generate traffic over time.
That's true. Evergreen content has no expiration
date (probably). And ideally, they will maintain their value in the long run.
For example, any article on the US presidential
election is not indefinite.
There will always be someone looking for
information on this topic. Maybe in a certain way, because it requires certain
information (probably of a chrono-historical nature).
But after a few months, the article will become
obsolete. The post will be outclassed by many keywords and more targeted and
updated content related to that topic. And the article could end up in Google's
graveyard soon. No more web traffic.
make and update Evergreen Content
Now that you understand some of the key issues
that characterize evergreen content, here's how to get your hands on it.
What might be missing from an evergreen article:
Answer frequently asked questions
of your users/customers
Offer art tips, explanations, or
Explain general art concepts that
may be confusing to readers
creating evergreen content
Of course, it's important that you address
evergreen topics that are relevant to what you do and the audience you talk to.
For example, if you sell office supplies, the
relevant evergreen content might be "how to organize your desk" or
"all kinds of fountain pens and how to use them".
If you want to lead the generation for your
landscaping firm, a blog post about what kind of plants are best suited to the
indoor climate will be valuable evergreen content.
Evergreen Article Block
The problem with finding good evergreen ideas is
that it is often assumed that the best topics for evergreen content are already
covered. Maybe too much.
Didn't say enough!
No one can say enough about a subject. There will
always be something for your competitors to add something better than what they
are already doing, highlighting, sharing, and presenting to the public in a new
& Tricks for Writing Evergreen Content
1. Don't write for the experts
How many times have you thought: Now I am writing
a technically complete article to show how experienced I am in this subject. If
you want to write evergreen content that works, ignore your indomitable desire!
Writing a super-technical blog post can be a big
mistake if you have an evergreen article in mind.
Because? An experienced person is less likely to
seek help on the web. Your target audience is mostly new and wants to find
content to help solve problems or retrieve information.
2. Narrow your topic
If you write about a very broad subject, your
part will be too long and it will probably lose the interest of the readers.
Common topics use short keywords or dry keywords.
These types of keywords usually have high competition. Also, writing an article
dedicated to a larger macro-topic is increasingly complex for a copywriter or
3. Link one evergreen content to
If you create a complete guide to a specific
topic, for example, "Final Guide to Bike Care", divide the main topic
into a few sub-topics or evergreen content.
This is a great SEO strategy - it allows readers
to fulfill an informative search intent while driving to more relevant
articles. This increases user time on your company's website or blog.
4. Use facts or events to create
new evergreen content
The best way to get inspired to create evergreen
content is to tap into reality.
Always keep the pulse of the situation,
constantly checking what people (even better, your goal) are happy to discuss.
Both online and offline. From these discussions, related evergreen issues often
come up. Why update Evergreen content
Also, in order to highlight your content, you
must make sure that they are up to date over time.
Even if you feel you don't have much work to do
to update your evergreen content, there will always be new discoveries, new
posts, or blog articles that you can link to and hyperlink with new
developments in the topic.
Also, you should know that content updates and
evergreen article publication dates help your site rank in search engines.
Many case studies show how updating evergreen
content can increase the SEO ranking of your blog post or site.
Of course, after updating your evergreen content,
let your social community know that you have important updates for them!
Promote your refreshed article as if it were full of new unexpected
Why is it
important to update your evergreen content?
Very easy! Because if they remain obsolete and
old, they will soon be outclassed by much more updated and new content. Which
will satisfy your users' search intentions much better than you do.
Many companies create their blogs with quality
evergreen content but are buried by publishing new blog articles. Go out of
your way to refresh the evergreen posts so that they are immediately noticeable
to new visitors.