In botany, evergreen plants are considered to remain fresh and functional for more than one growing season. As climates change, evergreen plants stay green for longer periods of time than other plants. I know you’re probably wondering what plants have to do with marketing. Keep reading to find out.
What is Evergreen Content?
Just like the evergreen plant, evergreen content is marketing content that stays relevant and never becomes outdated. As implied, evergreen content remains fresh and functional for more than just a short period of time.
While coming up with a marketing strategy, evergreen content includes two things: content and topic.
Some topics will never go out of style simply because of the very nature of the topic and some remain consistent in both interest and search volume. They are topics that everyone is always talking about and will continue to talk about in the future. Some examples of evergreen topics are:
How to Make a Paper Airplane
This is a timeless craft that our parents and grandparents have done, and classrooms will still have paper airplane competitions. There are many different ways to make a paper airplane, and people always find themselves trying to refresh their memory.
How to Lose Weight
Let’s be honest; people will always be looking for solutions to conquer their weight gain. This has been a hot topic in the past and will continue to be a hot topic in the future.
How to Cook Rice
No matter what year it is, somebody needs to know how to cook rice. Rice is in enough popular dishes to make this topic evergreen.
Obviously, some topics would not be considered evergreen. These are topics that are only relevant to specific times of the year or events that happen once in a lifetime. Some examples of non-evergreen topics are:
Fashion Trends for Fall 2020
This might be easy to figure out why this doesn’t qualify as an evergreen topic. The content may be popular for a short amount of time, but it will become obsolete once Fall 2020 is over.
Although the Olympics are a recurring event, the Olympics only happen every four years. You might have some repeating traffic the next time the Olympics are featured, but that won’t happen until four years later. There are better topics that are more evergreen.
Donald Trump vs. Joe Biden
The presidential debates are a hot topic across the internet. Your brand may receive many views or search-engine traffic, but it will fall on its face once the political campaigns are over.
Evergreen content highlights evergreen topics that remain fresh and functional, no matter what year the content was uploaded to the internet.
Why Does Evergreen Content Matter for Your Business?
Evergreen content makes marketing easier for just about everyone. Why?
Whoever is in charge of your brand’s digital marketing content, spend less time, effort, and stress over trying to develop the next hot topic for internet traffic.
We all know that time is money, so this phrase becomes quite literal when you pay your marketing employees for their time.
When it comes to Google, content that has become outdated will not rank at the top of its search engine results. When your content is evergreen, your brand will receive consistent and organic traffic, no matter what is happening or trending in pop culture.
Tip: As a general rule of thumb, companies should avoid using content from trending news, fads, or controversies. Brands should try to create content that is as evergreen as possible.
How do You Find Evergreen Topics?
If you would prefer not to pay for SEO tools, there are plenty of different keyword tool options that are free. Some free keyword tools are:
- Google Trends
- Answer the Public
- Keyword Generator
- Keyword Sheeter
- Bulk Keyword Generator
- Google Search Console
- Keyword Surfer
Brainstorm Potential Evergreen Topics
Have your marketing team come up with a list of potential topics you would like to post about on your brand’s blog or social media account. Next, enter the potential topics into the SEO tool of your choice.
Compare the Search Engine Volumes of the Keywords
Which topics have the most SEO potential?
Double-Check That the Topic is an Evergreen Topic
What do the trends look like over time? This means that the keyword isn’t declining in popularity or that it’s only popular during a specific season or around a holiday.
Create Your Evergreen Content
This is the fun and easy part of the marketing strategy. However, your brand will need to be consistent in Google’s best content today and in the future. There are three categories to consider while creating your content to make sure that it is top-notch:
- Quality. What does the company’s website look like? Is it professional, aesthetically attractive, and easy to read? Is it entertaining or useful?
- Uniqueness. Does your brand’s content stand out from the rest? Does the content have innovation?
- Authority. How well educated or experienced are you in this specific field or topic?
Don’t Be Afraid to Refresh Your Content
After a while, you may need to go back and edit or refresh some of your blog or social media content. It is perfectly OK to rewrite, republish, and repost something that your brand has written in the past.
In Conclusion on Evergreen Content
Evergreen content can make all the difference in creating consistent and organic traffic to your brand. Being strategic with evergreen topics can save you plenty of time and money with strong benefits.