“Evergreen” is a term which is used by digital marketers in order to describe content which will always be of interest to readers. The term was created as a nod to evergreen trees, which retain their leaves all year long. Evergreen content contains information that will stay relevant over a long period of time and continue to drive traffic long after it’s published.
Evergreen content could include:
- Frequently asked questions
- Historical information
- Lists of resources
- Case studies
What evergreen content is definitely not:
- News articles
- Statistics or numerical reports which are likely to change and go out of date
- Pieces about a specific holiday or season
- Articles focused on a current trend or pop culture fad
- Latest clothing and fashion
So Why Is It Called “Evergreen”?
The term “evergreen” sounds quite familiar even to the non-marketing ear as evergreen trees (usually the pine or fir variety) are often utilised to decorate homes at Christmas. The evergreen tree is an emblem of perpetual life as they retain their leaves during the seasons, as opposed to shedding. Like the trees, evergreen content is seen as sustainable and lasting.
Perhaps you are thinking, “Hey, wait a minute. All content online is sustainable; the articles, as well as blog posts, don’t ever disappear”. When we speak about a piece of content being “evergreen,” we mean that evergreen content is that which continues to be very relevant long past its publication, so traffic grows over time.