Tips on Evergreen Content
Companies that use evergreen content can reach consumers at the exact stage of the buying journey where they need that content.
When companies are able to devote a percentage of all of their content to evergreen topics, they can improve their content marketing efforts.
Evergreen content can also generate subscriber, follower, and customer growth by serving guidance and instructions that website visitors are looking for.
Evergreen Content
Any content that has no expiration date, and that can be constantly referred back to, is evergreen content.
The term itself derives from trees and bushes that keep their green needles throughout every season. In a similar fashion, evergreen content maintains its value over a long time because it’s always relevant even if it’s not timely.
Content marketing efforts are all about providing the right content to the right customer, and at the right time of their buying journey.
However, choosing the precise moment a specific customer needs a particular piece of content isn’t always easy for companies.
When businesses include evergreen content such as videos, blog posts, and articles, in their content marketing strategy, they can achieve a lot of success.
With a decent percentage of evergreen content available to them, consumers can always find valuable information whenever they need it.
Choosing Topics
Most companies already include a lot of potentially evergreen content in their content marketing efforts. The headlines of evergreen pieces don’t need to tie the article or blog post to any specific holiday, event, or trend.
A great example of a piece of evergreen content is the content that the popular cake mixes and frosting brand, Betty Crocker, creates.
Some of the content pieces created by the brand involve topics like easy cake decorating techniques, which can be published at any time because cake decorating tips don’t drastically change over time.
Additionally, by including timeless images in the content, companies can also signal to their customers that the content is still relevant.
Timely Information
Evergreen content can still include a timely element without mentioning a specific time inside the article itself.
A great example of this is the content created by NerdWallet, the personal finance company.
The brand has created content pieces that include linked bullet points with information that can lead website visitors to other articles that might be more timely and informational.
These bullet points can change throughout the year, but the article itself will remain as part of the company’s evergreen content strategy.
This is simply because the details of the article itself aren’t changing. The only thing that’s going to change is the linked bullet points, which is where the content that’s more frequently updated is linked.
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Companies that use evergreen content can reach consumers at the exact stage of the buying journey where they need that content. When companies are able to devote a percentage of all of their content to evergreen topics, they can improve their content marketing efforts. Evergreen content can also generate subscriber, follower, and customer growth by serving guidance and instructions that website visitors are looking for. Evergreen Content Any content that has no expiration date, and that can be constantly referred back to, is evergreen content. The term itself derives from trees and bushes that keep their green needles throughout every season. In a similar fashion, evergreen content maintains its value over a long time because it’s always relevant even if…