- Evergreen content stays relevant over time, continually attracting traffic and engaging your readers.
- Jumping on trends can boost visibility, but the popularity is often short-lived—focus on evergreen content for lasting impact.
- Creating evergreen content is crucial because it consistently contributes value to your site and maintains your brand’s relevance.
- Key strategies for crafting evergreen content include choosing relevant topics, conducting thorough research, and regularly updating content to keep it fresh.
“Yeet!” Sound familiar? You probably tried to remember the last time someone said that. That’s how your brand can come across when it jumps on the latest trendy saying. Just like every other fleeting trend, meme, or catchphrase, these fads disappear before you can blink twice.
But that often doesn’t stop marketers from trying to ride the wave, squeezing every drop out of the summer trend. We get it—content marketing is tough, and those engagement spikes are hard to resist. But remember, the popularity won’t last. However, one way to maintain your relevance as trends come and go is to create evergreen content.
What is evergreen content?
Evergreen content is a type of content that’s less likely to become dated quickly and should always stay relevant to your readers. Named after the evergreen trees that keep their leaves throughout every season, evergreen content is optimized to keep viewers returning to your page. This type of content is designed to remain valuable and informative over a long period, continually attracting traffic.
Some examples of evergreen content are FAQs, industry tips, common concerns, or how-to posts. Not all evergreen content has to be one of those specific types of posts, but those types tend to maintain their relevance with time.
Why is evergreen content so important?
Creating evergreen content is very important because of its value to your site (and readers!). We like to think of content as the way you “pay” Google for organic performance. In paid search, your ads require a budget. In organic search, content is how you show Google your knowledge and expertise. So, you give users quality, people-first content and Google rewards you with stronger rank signals.
Since the content is less likely to become dated and irrelevant, it’s more likely to stay high up on search engine radars. This means that as long as you’re writing about relevant topics, you’re always going to get views to your site because they will pop up on Google searches.
For example, if you’re a fashion blogger blogging about Fashion Week 2024, it might get you a decent amount of views around Fashion Week 2024. If you write about Fashion Week throughout the years, you might get views of every Fashion Week for years to come. However, if you write about how to get the best deals on designer brands at consignment shops, that blog’s relevance won’t change over time.
By consistently creating evergreen content, some of your content will always be relevant and easily searchable, and it will help keep your brand relevant. It will also help your search engine rankings months or even years after the article was written. To maximize the benefits, we recommend that at least 75% of your blog content be evergreen.
Why brands jump on trends: The power of FOMO
Why brands jump on trends: FOMO
Brands jump on trends because of FOMO—fear of missing out. In today’s fast-paced world, trends can quickly grab public attention, and brands don’t want to be left behind. By tapping into a trend, brands can boost visibility and connect with their audience at the moment. The key is acting fast while ensuring the trend aligns with the brand’s values and message.
However, the traffic and attention often amount to little because it does not match your target audience. Depending on the trend, it’s best to put your efforts into long-term content.
Tips for creating evergreen content
Now that you understand what evergreen content is and how valuable it is to your brand, it’s time to understand how to create evergreen content. It just takes a little bit of legwork, but before you know it, you will get more eyeballs on your content.
A few things to remember when creating evergreen content are:
- Choose topics that are relevant to your brand: Once you know your brand’s niche, choose topics that fit that niche that will help your reader. For example, if your brand sells yoga mats, your content would likely be about yoga. Then, come up with topics that are relevant to yoga that aren’t likely to change quickly. An example of this would be a list of the best yoga poses to do when you first wake up. This article would be relevant to a yoga mat brand because it’s about yoga and would likely maintain its relevance since stretches mostly stay the same as time passes.
- Do your research: Even if you know the content your brand is writing about very well, adding research helps make your brand seem trustworthy and reliable. Plus, you never know. You can always learn something new! Not only that, but you should do research into common article topics within your brand’s niche and common problems you can help your readers with.
- Include keywords: Since one of the main goals of creating evergreen content is to attract more viewers to your site through search engines, you need to make sure your blog includes keywords that are easily searchable.
- Update your content if necessary: Using our example from above, if you write a fashion blog about Fashion Week over the years, update it with the most current year’s fashion week so it maintains relevance. If your blog includes statistics, they will need to be periodically updated to contain up-to-date information.
- Use relevant imagery: Since we are visual creatures, adding pictures or even videos to your blogs will help break up the written content. Just make sure it’s content that won’t easily become dated!
How often should you update evergreen content?
Evergreen content is meant to last, but it still needs to be updated every so often. It should be fine to do a quick check every six to twelve months. This ensures that any facts, figures, or trends stated are still correct. You can also update your SEO keywords to keep up with changes in how people look. Updating your content often helps it stay useful and work well over time.
Measuring the success of evergreen content
Gauging the effectiveness of your evergreen content is no different from gauging the effectiveness of any other page on your website. But here are some key performance indicators (KPIs) you might want to monitor.
- Organic traffic: Monitor the steady flow of visitors from search engines using tools like Google Analytics. Your traffic should climb high, then taper down, and plateau. The goal is a steady plateau over time.
- Search engine rankings: Check how your content ranks for target keywords over time.
Evergreen content helps with link building
Evergreen content naturally attracts backlinks, which boosts your site’s authority and SEO. High-quality, timeless content becomes a go-to resource that others want to link to, mainly if it establishes your site as an authority in your niche. Over time, these links help improve your search rankings, keeping your content visible and valuable.0
Ask the pros for help!
Evergreen content is one of the simplest and most effective strategies when it comes to crafting content. If you aren’t sure where to start, don’t stress out just yet. Reach out to the pros at Redefine Marketing Group, and we’ll help you create a sustainable content strategy that drives long-term results!
