Evergreen content is gaining importance in marketing strategies, given that unlike other types of content, it stays relevant for longer. But what is it exactly and what is its secret magic? In this article I will tell you more about it and I will give you some tips on how you can create it.
What is evergreen content?
It is the content that maintains its relevance and value over time, no matter when it was created. It responds to lasting needs that are not linked to temporary events or fashions.
To understand this, let’s think about a piece of news and its perishable nature. A journalist could write a story titled: “Quebec weather: January 1, 2024.” This news will be relevant perhaps for people who plan to travel to the city on that specific date. Like other news, this information will mostly have value when it is first published. Its goal is to inform the audience about a specific event that took place or will take place in time and space. As the days pass, this content will lose relevance and people’s interest will focus on the new information.
For its part, evergreen content is timeless and can be useful to readers for months or even years after it is published. But does this mean the news isn’t important? This depends on the media, if it is a newspaper or a news page this will continue to be the most relevant content. However, evergreen content is of particular importance for brands and companies that seek web positioning as experts on a certain topic or with keywords related to their products and services.
Evergreen Content Example
As a counterexample to a news website, let’s think about a travel agency. The editor of this company’s blog could create a note titled: “Weather in Quebec during the year: tips for your trip.” In such a way that when an Internet user searches: “weather in Quebec”, they find the information generated in this note relevant.
This note could contain other important keywords, for example, regarding the weather in different seasons or answers to the most common questions and concerns of travelers. Some of your subtitles could be “Spring in Quebec: Climate and Ecotourism” or “Winter in Quebec: What to Pack.”
Advantages of evergreen content
Evergreen content is important for companies and their brands for multiple reasons. In this section I will go into more detail about the benefits of having this type of content in your communication channels.
Generate organic traffic
There are different types of advertising on search engines. One of them is SEO or organic positioning. This means that when a potential customer searches on an engine, they will click on the first results that appear. It will rarely go to the second page of the SERP or results page. As you can imagine, for companies to be positioned with the name of the products and services they offer is of great importance because these leads could become customers.
Creates interest from potential customers
We have seen before that customers have a path to purchase, which begins when they discover a new product or service that can satisfy one of their needs. In this way, in addition to being positioned for keywords related to their products and services, companies can also talk in their media about adjacent topics that are interesting to their potential customers.
Returning to the travel agency example, perhaps some topics that may interest your potential clients could be related to:
- Destinations you can visit
- Packing tips
- Romantic getaways
- Cultural activities
- Gastronomic experiences
Among many others. From all these topics you can make content in formats such as videos, blog notes, infographics, among others. With what purpose? Gain space in the minds of potential consumers for when they are ready to make a purchase.
Good content helps us gain page and domain authority, as it contributes to creating links to our site. In another entry we talked about linkbulding, and how when content is linked, shared and referenced by other sites and users, it contributes to authority and credibility.
In addition, our website or social networks become a long-term reference for people who are interested in our industry and the topics we talk about.
Features of evergreen content
These are some of the reasons why evergreen content is long-lasting. You can take note of these features to create your digital content plan.
It is relevant
It is based on issues in which people have shown a constant interest over time and provides fundamental information about these topics.
Long-lived in searches
Since people make queries related to the topics that evergreen content addresses, they tend to stay in searches and it is even very possible that you will find snippets with frequently asked questions related to a certain query.
Responds to lasting needs
It focuses on topics that have continuing relevance and are not tied to temporary events or fads. It responds to problems inherent to the human condition, related to certain moments of life. It also answers questions related to the demand for products and services and the most frequent questions about them.
It is based on proven knowledge
It focuses on information supported by solid data and commonly accepted by the scientific community or by specialists on a given topic. It is supported on concepts, theories and practices that have proven their validity over the years.
Can be updated
Evergreen content can be updated when necessary. For example, imagine that a software company like Adobe makes tutorials for using its programs and publishes them in written form on its website. Related questions (for example, “how to select a subject in Photoshop?”) will always be the same, however, as versions of the program change, the answer may vary. Evergreen content has the possibility of adapting. A practice that some media outlets apply is to place a note to the reader indicating the last update date of content.
How to create evergreen content?
You can create evergreen content through an exercise in empathy and considering the Customer Journey of your potential clients. Some companies consider that you should only focus on the first stages of the conversion funnel. However, if your products and services remain constant over time and do not undergo major modifications, it may be useful to provide information for those in the other stages of the conversion funnel. You do the empathy exercise by putting yourself in your audience’s shoes and thinking about what problems they face at each stage of their purchasing journey.
Discovery stage
The person discovers the existence of products, services or a company that can satisfy some of their needs. For example, a video editing software company may have a post titled “The 10 Best Video Editing Software” on its corporate blog.
Consideration stage
At this stage the customer considers making a purchase, but before doing so, they check their options. The content of this stage can be an infographic in which your product and its benefits are compared to those of competitors. An example could be “”What is the best web browser?”” or following the example of the software company “Differences between Adobe Premier Pro and Final Cut”.
Conversion stage
At this stage the customer has already decided on your offer and has bought from you. You may be interested in frequently asked questions related to the use and functioning of what you purchased. Following the example of video editing software, an example of content for this stage could be “How to use Final Cut? A beginner’s guide.”
Loyalty stage
Since the purchase is not the end but the beginning of a long-term relationship with your customers, you can stay close to those who have already made a purchase by providing ongoing support or by providing information on complementary products or services to what they have already purchased. For example, a person who recently purchased Final Cut might be interested in content titled “Audio Libraries for Final Cut.”
In conclusion…
Evergreen content is the secret asset of any successful content marketing strategy. Its ability to stay relevant and attract traffic over time makes it an invaluable investment. By creating high-quality evergreen content, you not only provide ongoing value to your audience, but you also build a lasting asset for your online brand. At Letras Laetas we help you create content that lasts over time and continues generating positive results. ¡Contact us!
Evergreen content infographic
