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Evergreen: Sustaining Your Business

April 27, 2018

Just as an evergreen tree has leaves every season, an evergreen story has relevance year round.  Evergreen content is a term used by editors and writing professionals to describe certain kinds of stories or information that is always of interest to readers. When there is no innovative product or breaking news, having an evergreen story in your back pocket is the perfect way to keep your business or organization on the public’s radar.

 

Evergreen content can be in the form of articles, blog posts, or other content stored in the archives of your organization’s website. Chances are you already have some evergreen material, whether intended or not. The idea behind evergreen content is to provide quality, useful information that is meaningful to a visitor who read the post the day it was published, or a visitor who stumbled upon it months later. There is no specific time limit for how long evergreen content can remain relevant; it can last years, or even forever.

 

Some benefits of having evergreen content are increased engagement, brand awareness, and traffic to your website that can generate sales and conversions. These benefits grow over time, which is why incorporating evergreen posts into your content strategy is extremely valuable. 

Here is a graph* of what website visits look like when a typical blog post is published—an initial peak before dwindling over the span of the next few days.

 

 

 

The graph* below, however, demonstrates what website traffic looks like when evergreen content is incorporated.  Growth and visits can be achieved long after evergreen content is posted, which will ultimately improve SEO rankings for your business.

 

 

 

When creating evergreen content, consider the following: In a year from now, will people still read this post and think it’s interesting? The piece should be thorough and specific, yet able to be understood by those who are not experts in your field. The best ways to share evergreen content is by sharing on social media, linking the evergreen post to new pieces (that also gives an SEO boost from internal linking), and creating an evergreen hub on your website, such as a sidebar widget that says “Most popular posts.”

Here are a few ideas of topics for evergreen content:

  • How-to posts and tutorials

  • -Historical posts and origin stories

  • -Informational/ encyclopedic  posts

  • -Answers to Industry FAQs

  • -Resource list of curated content

  • -Top tips

Here are examples that are not evergreen content:

  • Data and Statistics

  • Opinion pieces

  • Event-specific content

  • Breaking news

 

Takeaway:

The timelessness of evergreen content ensures that it will stay relevant and draw traffic to your site over the long run, which will, in turn, increase conversions and brand recognition. What are some examples of evergreen content that have worked well for your company? We’d love to hear your thoughts!

 

*Source: Kevan Lee, Buffer Social

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