What Is Evergreen Content… and Why Do I Need It?

Picture your content marketing strategy as a vast, fertile farmland. Amongst the trendier crops that come and go with the seasons, there lies the evergreen pastures – fields of lush, unyielding grass that thrive year-round, continually providing nourishment. This pasture is your evergreen content: timeless, reliable and always valuable.

We live in a digital world dominated by fleeting trends, viral sensations and flavour-of-the-month topics of discussion, and while it’s beneficial to react to those, evergreen content is your steadfast field. Done right, it will continue to generate traffic, build trust and support your brand long after trendier crops have withered away. But what makes this type of content so indispensable? Let’s dig deeper.

Evergreen content is defined by its longevity. Like a dependable crop, its value remains consistent over time. The hallmark of evergreen content is its ability to remain relevant, educational and actionable for years to come, not weeks.

Consider it the antidote to the fast-paced digital cycle. While other strategies depend on rapid turnover and temporary buzz, evergreen content grows steadily and can be promoted in a variety of ways long after initial publication.

Not to toot our own horn, but we have several sterling examples of evergreen content – the digital equivalent of a hardy perennial. In our blog about building trust through your eCommerce website, we exhibit a number of the core tenets of evergreen content, including:

• Timeless Themes: It highlights universal strategies like offering clear contact details, displaying customer reviews and maintaining transparent policies. These are permanent requirements for building trust in eCommerce, no matter the technological changes.
• Actionable Insights: The blog includes specific recommendations such as providing security badges and ensuring a professional website design. These tactics are not tied to fleeting trends but are enduring best practices.
• Audience Relevance: Trust is a critical factor for any online transaction. Whether someone reads this blog now or five years from now, the core advice will still apply to any eCommerce business aiming to improve conversions.

Another excellent example is our blog about “About” pages, and how to construct them to a high standard. It’s not just the topic, but the content inside that is evergreen, meaning its foundational knowledge will remain reference points for beginners and professionals alike. Here’s why:

• Everlasting Relevance: The advice to use storytelling and humanise the business reflects a universal truth, as people will always connect with authentic and relatable brands.
• Practical Steps: The blog breaks down actionable advice, such as structuring the content around what customers care about, including team photos and showing milestones.
• Applies to All Businesses: Every organisation, whether a start-up or a large corporation, needs an “About” page. This makes the content widely applicable and evergreen.

Evergreen content is a cornerstone of a successful blog strategy, offering numerous benefits that will be there for you when the trending content doesn’t land as well as you’d hoped. 

Investing time in creating evergreen content yields long-term returns, perhaps reducing the need for consistent content creation. Unlike time-sensitive posts, evergreen articles continue to attract readers long after their publication, so you’ll enjoy a steady flow of visitors to your site.

It’s not just users, but search engines that also love content that stays relevant. Sites like Google and Bing favour blogs that focus on timeless topics, meaning you’re more likely to rank higher in search results if you put in the work to make the blog truly sing with unique, well-referenced ideas. If you consistently provide valuable information, your blog – and by extension, your brand – becomes known and viewed as a trusted resource in your niche, building credibility with your audience.

Building your evergreen pasture starts with the right seeds. Firstly, the topics you cover should be timeless and won’t become obsolete, such as “how to tie your shoelace” and “how to remember the order of the planets in our solar system”. Look to solve common problems with content such as FAQs, how-to guides and beginner tutorials that cater to ongoing needs, and use tools like SEMrush or Ahrefs to identify keywords with consistent search volume over time.

To generate ideas, consider the following strategies:

• Identify Common Questions: Engage with your audience through surveys or social media to discover recurring questions or challenges they face.
• Analyse Competitor Content: Examine what evergreen topics competitors have covered and identify gaps or opportunities to provide more comprehensive or updated information.
• Leverage Keyword Research: Utilise keyword research tools to find topics with sustained interest and search volume.
• Look Within: Think about what information or how-to guide you personally have needed in the past, and write the blog that answers your question,

Evergreen content must be comprehensive, well-researched pieces that readers will return to as a trusted resource. Doing this will not only require in-depth knowledge the first time you’re writing it, but updating high-performing pieces with fresh examples or data to extend their lifespan.

You may think it’s a struggle to promote evergreen content in a social media landscape that thrives on what’s trending, but the value of evergreen content is how it can be promoted and re-promoted, applying to multiple trends over time.

Regularly share your evergreen posts across social media platforms. Since the content remains relevant, periodic sharing can attract new readers who may have missed it previously. Opportunities can present themselves to use a trending topic of discussion to promote the article should the right opportunity arise. Say if a thought leader on LinkedIn talks about how businesses have lost the art of building trust with their customers in the wake of a business’ downfall, we could quote them with a screenshot of a particularly punchy part of our “Building Trust” blog to further the discussion or lead it to an answer. You can promote it years after the fact and users will be none the wiser should you present it in a new way on socials.

Equally as important, you can promote evergreen content within newer blog posts, linking back where relevant. This not only drives traffic to those posts, but enhances your website’s SEO by creating a cohesive content network. Finally, think about transforming your evergreen articles into different formats, such as videos, infographics or podcasts, to reach a broader audience and extend the content’s lifespan.

Even the most resilient fields benefit from TLC. Maintaining your evergreen content, updating it as needed and planting new ideas based on new information will benefit it immensely. As your brand grows, so will the breadth and depth of your evergreen content. Our content marketing services can help you to showcase your knowledge and expertise through these mainstay pieces.

At Brave, we specialise in building thriving digital ecosystems for businesses of all sizes. Whether you’re launching your first Shopify store or refining an established eCommerce strategy, we’re here to help. Contact Brave today and let us cultivate a sustainable future for your online presence.