“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- Statistics or numerical reports which are likely to change and go out of date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.
How to Write Great Evergreen Content
If you’re just starting out with evergreen content, start with the basics. That’s a straightforward process: understand what topics to write on and put the effort into the content to make it worth reading. Before you start, it is necessary for you to understand exactly what goals you have for your content as well as how you can attract new prospects.
Different goals require different kinds of evergreen content. Introductory pieces may build brand awareness, while prospective buyers could be more interested in advanced research or data. When you have your goals in place, you’ll be required to find out what type of demographics you’re working with. Understand the kinds of people you’re writing for.
Do some research in order to understand what kinds of content these prospects are most interested in:
- What problems are they attempting to solve?
- What issues are they facing?
- How are you able to help them?
A great way to find wonderful topics is to research what’s popular in BuzzSumo. This tool allows you to see the total shares for different articles on a topic and also gives you a good feel for which content might be most popular.
You are able to test content ahead of time using Twitter or another social network. Put together a simple post about a topic you’re interested in covering in more depth and see what kind of response you get. Also, you can share a related article that is written by someone else and test the reaction before writing your own piece.
Do you want to learn additional information about content marketing? If you do then you need to do our Digital Copywriting and Content Marketing Course. Follow this link.
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