Evergreen Content: Why You Need It

3 min readMar 28, 2021

Trends come and go. Something might be “in” one day and out the next. Brands need to create content that will remain when trends go away. This is where evergreen content comes into play!

What is Evergreen Content?

Evergreen content ultimately is “content that stays relevant for a long time and does not have to be updated as regularly as other types of content (Freberg, 2019, pg. 189).” Just like evergreen trees which remain green through multiple seasons, evergreen content remains relevant for multiple seasons or even years.

Trends come and go, and these posts for your brand are ones that remain relevant and can be thought of as timeless, since they really can be shared anytime.

Image from The Tree Center, graphic created by Keely Krueger

Crafting Evergreen Posts

When creating evergreen posts, you want to create content that will deliver value and aligns with your audience. You also want to make sure it is a relevant and useful resource. This ensures the post has extra longevity.

Some tips from Econsultancy includes keeping content interesting and useful to readers, which provides value and a reason for readers to interact with content (Charlton, 2014). Also, writing a good post and paying attention to details helps make content shareable. Shareable content can then be seen by more and more people, including those who don’t yet follow the brand.

Additionally, “a few things to remember when crafting an evergreen content strategy: choose topics that are relevant for your brand, do your research, and include relevant keywords (M., 2020).” Another key thing to keep in mind when crafting these posts is the power of SEO; search engine optimization. When it comes to SEO, you need to include relevant keywords and phrases to increase the likelihood of your post appearing when these words are searched.

Types of Evergreen Posts

Not all content can be considered evergreen. Posts that are only relevant for one trend certainly are not. Even posts with statistics and news articles can expire, so they too are not evergreen posts. If you need some examples for your brand or organization, take a look at this list:

Instructional videos
Useful information, including information about your brand/organization
Answering FAQs
“How to” or walkthrough infographics and guides
Testimonials from real customers
“Explain common industry concepts that can be confusing for readers (The beginner’s guide to Evergreen Content, 2017)”

In an article from the Digital Marketing Institute, the last example may prove to be difficult as “popular industry topics have already been covered, maybe even hundreds of times (2017).” This is where making content unique is so important.

Importance of Evergreen Content

Evergreen content ultimately is a valuable resource to use. It can help keep your brand relevant as these posts are considered timeless. They will also continue to receive views as they pop up in Google searches from search engine optimization. Content that is “less likely to become dated and irrelevant, it’s more likely to stay high up on search engine radars (M., 2020).”

Summary

Preparing evergreen content ahead of time will help your brand share posts when they are not jumping on trends or are just unsure of what to post. This kind of content can be very helpful and important to brands to keep their name relevant. Additionally, since this information won’t have an expiration date, they can continue to be shared multiple times. If you don’t have evergreen posts created already, you may want to!