What is Evergreen Content in Digital Marketing?

If you have experience in the marketing industry, then you’ll likely have heard of evergreen content and know exactly what it is and the benefits it has to offer when it comes to SEO and everything in between. 

However, if you’re new to the game, or are simply looking to broaden your content knowledge, then you’ll probably be wondering what evergreen content is and why it’s such a big deal when it comes to content marketing. 

In this article, we’ll be going through what evergreen content is and what the different types of evergreen content are, along with a few tips for writing your very own evergreen content. With this in mind, let’s delve deeper into the topic:

What is evergreen content?

Evergreen content is considered to be high-quality website content, usually in article form, that stays fresh and relevant regardless of how old it gets. Think about evergreen plants; they stay lush and green all year round, much like evergreen content. Although usually associated with articles and blog posts, evergreen content takes various different forms, something which we’ll get onto in just a moment. For now, let me take you through everything that evergreen content isn’t so that you don’t become confused.

What isn’t evergreen content?

You might think that there isn’t much that evergreen content doesn’t cover, but you’d be mistaken. Instead, there are several examples of where content is not considered to be evergreen content. A way of making sure that you understand what evergreen content is, is to explain, clearly, what it isn’t. So what type of content isn’t considered to be evergreen? Let’s take a closer look: 

• News articles
• Content concerning current events
• Content containing statistics and recent figures
• Reports that are current as of now, but that won’t be in the future
• Current trends, whether it be fashion or otherwise
• Any content that would be considered old, outdated and irrelevant in the near future

What are the different types of evergreen content?

As already touched upon, evergreen content is something that normally takes the form of a blog post or article. However, there are several other types of evergreen content that can make a huge, positive impact on your website marketing and SEO. In fact, the more diverse and varied the type of evergreen content is, the more website visitors you’re likely to acquire and retain, therefore establishing a solid target audience and, subsequently, a great customer base. In addition to evergreen articles and blog posts, some of the other types of evergreen content you can create includes, but is not limited to, the following:

• Listicles – articles that list everything the reader wants to know, such as ‘8 Reasons Why You Need a Content Audit for Your Website’
• Tips and tricks – not to be mistaken for listicles, tips and tricks are great for evergreen content, with titles like ‘Tips for Increasing Organic Traffic to Your Site’
• Guides – in-depth content that gives someone a detailed run-down of the topic at hand, such as ‘A Beginner’s Guide to Content Outreach’
• How-to content – content that tells someone how to do something is a great example of evergreen content, with articles like ‘How to Produce An Effective Customer Journey Map’
• Product reviews – reviews, depending on what it is you’re reviewing, can be considered evergreen content. Choose something timeless to review, however, to ensure it remains relevant 
• Podcasts – fun to make and easy to distribute, podcasts are the perfect platform to discuss evergreen ideas and discussions
• Videos – YouTube is a huge video platform with a massive audience, so why not use it to showcase your visual evergreen content?
• Infographics – get creative with your evergreen content by producing an infographic. It can be used to go alongside a longer article you have written for a funky edge
• Leaflets/brochures – if you have a physical shop or store, then a leaflet or brochure would be a great thing to make by way of evergreen content. Instead of viewing it digitally, your customers will see it all in the flesh

4 tips for writing evergreen content in digital marketing

Both generating the evergreen content ideas and writing them up is the challenge here, but now you know why it’s worth spending the extra time and effort on it. So how can you write and publish evergreen content for the purposes of digital marketing? Below are a few tips to help you get started, especially if you’re a beginner in the field:

1. Choose the right keywords – choosing the right keywords to include in your evergreen content is essential, so do some thorough keyword research to make sure that your content appears and becomes exposed to as many people as possible, for as long as possible
2. Optimise the content for SEO – there’s no point writing your evergreen content if you’re not going to do your best to optimise it for SEO. Putting in the right keywords is a big part of this, but you should do other things to make sure it ranks as highly as possible in the search engine results pages (SERPs). Take a look at this article for some more information on that
3. Write it in a tone that is ideal for beginners, avoiding jargon – it is essential that you’re writing evergreen content in a form that is simple and easy-to-understand. Write it as if you’re talking to an alien who has just crash-landed on Earth and avoid using technical words, or jargon as it’s also referred to
4. Repurpose old content – a great thing to do if you’re struggling to find some new evergreen content ideas, you should take a look back through your portfolio and see what could be repurposed and moulded into evergreen content for continued use by website users

Kumo is a dedicated digital marketing agency with over three decades of experience in the industry. If you’re looking for help in propelling your business into the spotlight and setting you apart from your competitors, then look no further than our specialist team. We are able to provide a wide range of digital marketing services, including content writing, SEO, PPC, website design and more. For further information about the marketing services we have available that will give you the edge, get in touch with a member of our friendly, professional team today – we’re always pleased to hear from you.