Small Business Guide: The importance of evergreen content

9th May 2022

Evergreen content is the lifeblood of your online business. It engages and inspires your target audience for a long time.

Above all, it has the potential to grow your sales and revenue. Here’s proof:

Brian Clark, founder of Copyblogger leveraged evergreen content topics to grow his blog. Since then, the site has transformed into a multimillion-dollar media company worth around $7 million.

To give you an example, an article on ‘how to lose weight’ will always remain relevant and useful compared to content on the richest celebrity in the US.

The second example is time-sensitive, and will definitely change. It’s just a matter of time. When a new celebrity makes a lot more money, that content isn’t accurate anymore. Or is it?

Creating evergreen content is an art. This article will guide you.

Using relatable examples, we’ll show you how to turn every article, video, tutorial, white paper, or podcast into a ‘timeless’ piece that will remain relevant for years to come.

What is evergreen content?

“It’s what people come for every single day. It’s what search engines love and prioritize on search results,” says Ellen McRae.

Evergreen content focuses on topics that will stay relevant and useful for a long time. 

Just like evergreen trees, evergreen topics are sustainable. They’re a symbol of perpetual life for generating consistent traffic, leads, and sales for businesses.

Your readers will find evergreen content valuable months after it’s published.

Here are some evergreen topics to inspire you, regardless of your niche or industry:

  • How to build a chicken coop
  • The best email marketing tools
  • Steps to get six pack abs
  • The ultimate guide to watering a garden
  • How to write an article

As you can see, these evergreen topics are a mix of how-to guides, ultimate guides, and a list. Also, any of these can be in the form of a video walkthrough, an eBook, a podcast, or even an infographic. 

Find what works with your audience and just double down on it.

So what about time-sensitive topics? 

Here’s a table that shows evergreen and time-sensitive topics compared side by side.

Evergreen topicsTime-sensitive topics
How to live a healthy lifeThanksgiving gift ideas
Investing guide 101Hotel bookings
Teaching a kid to ride a bicycleThe richest man in 2022
What is butterfly gardening?Football players transfer

We hope this has given you some ideas for your next post. Of course, there’s nothing wrong with publishing time-sensitive content. You can get massive results for the time being. However, they do have an expiration date. Readers can lose interest over time. Here are some examples:

Evergreen content, on the other hand, may or not require any updates whatsoever, yet readers will get value from it for years to come. 

Why is evergreen content important?

There are some obvious reasons why you should focus on creating evergreen content, without neglecting time-sensitive topics. Let’s go through a few of these reasons:

1. It stands the test of time

Evergreen content is the kind of content that stays relevant in the digital space.

It can appeal to a wide range of audiences. It doesn’t have an expiration date, so it doesn’t go out of style or date. 

So if you wrote a post about the ‘Best email marketing platforms [2021], to stay relevant, simply change the data to 2022. Make up your mind to update this type of post yearly. More on this later.

You’ll often see bloggers doing this with their ‘best of’ guides. Here’s a quick search on Google for two popular terms:

Best landing page builder:

Best project management software:

Funnily enough, the above guides were created years ago but have remained valuable and relevant every year.

When creating evergreen content, be sure to choose a topic that’s going to be relevant to your target audience. 

It’s a good idea to choose topics that you have some expertise in. Topics that will be of interest to your audience. 

Once you have created your evergreen content, make sure to update it regularly. It may lose its freshness if it’s not updated when necessary. 

2. Evergreen content drives consistent traffic

The key to evergreen content is having an evergreen topic. While it might be time-consuming to create one, the traffic it will generate will more than pay for the work. 

In a 14-month period, Wallaroo increased organic traffic from 400 per week to over 8,000 per week, thanks to evergreen blog posts. That’s a growth rate of 1,800%.

Whether you’re trying to improve your SEO or boost your website’s overall traffic, evergreen content is an excellent option. 

This type of content will remain valuable for years to come, meaning it will keep on generating traffic. 

It will also help boost your overall SEO and increase your authority. These are some of the advantages of creating this type of content. 

3. Evergreen content helps you rank on Google 

Evergreen content also ranks high in search results, which means they will remain relevant for years to come. It boosts your E-A-T, which stands for Expertise, Authoritativeness, Trustworthiness

Google uses this ranking factor to determine whose content should rank higher in the SERPs. The higher your E-A-T score, the greater your opportunities to rank better on Google.

In addition, evergreen content generates new leads if it’s optimized correctly. 

Evergreen content is one of the best SEO strategies you can use. It’s useful not only for search engines, but for your readers too. 

Your own research can be turned into evergreen content to get links from trusted websites with authority. No need to invest a ton of money on research, use what you’ve got.

Andy Crestodina generates original data through his yearly Blogger Research Survey. He uses a Google form.

This type of research-based evergreen content will be cited and linked to by trusted websites with authority. 

In turn, this will also help you acquire more links and get ‘real’ traffic to your website.

4. Evergreen content generates targeted leads

Evergreen content can be incredibly valuable for your online business. Ultimately, you want to generate leads and sales for your business.

Groove, a company that offers Help Desk solutions, grew a $5 million per year business in three years by leveraging ‘evergreen’ content marketing.

One of their evergreen articles that generated a lot of traffic and leads was titled ‘How We Got 1,000+ Subscribers From a Single Blog Post in 24 Hours’ 

By telling a story, the post engaged the readers even more. And Average Time on Page grew by 520%.

Make sure your timeless content is aimed at a clear audience demographic and target market and solves a common pain point of your ideal customers. 

Often, these pain points are not the topic of your content, but rather the deeper reason why the audience is interested.

If you’re selling an online course on how to master Microsoft Excel, for example, your audience’s pain point may be that they don’t know how to organize and compute in Excel. 

By using this as a reference, you can capitalize on it to promote your product more effectively.

How to write evergreen content

It’s important to keep abreast of current trends in your industry and take advantage of them. 

But for the long-term sustainable growth of your business, you should be creating evergreen content, and here’s how we do it at Metigy:

1). Target the right keywords

We’ve established that evergreen content is the by-product of a timeless idea or topic. Once you have identified your topic, it’s time to get some keywords.

Here’s why:

An evergreen content strategy must be targeted to the right user.

It should answer questions and drive traffic to your website. To achieve success in search engine marketing, you must target the right keywords for your content. 

To get your content ranked on Google organic results pages, make sure you’re targeting high-intent keywords. If your articles are indexed by Google, your visitors will be more likely to take action after reading them. 

Depending on what kind of content you have, you can use keyword tools like Ahrefs or Google Keyword Planner. 

With these tools, you can discover which keywords are most relevant to your audience. 

You can also use the Answer The Public tool to see what your audience is searching for.

2). Experiment with different forms of content

Not all types of content are created equal.

You might think videos are the Holy Grail (because you’re getting results from videos), another business might be dominating its industry through blog posts that are ranking on the first page of Google.

To get the best of both worlds, make sure you’re experimenting with different types of content.

There are various ways you can use new media in your marketing efforts. The main reason is to reach your target audience wherever they are.

The best way to test different forms of content is to try one at a time. 

If you find that a certain type of content (e.g. video) has more or less success than you expected, you can continue the experiment and make more tweaks to it. 

This can help you reach your target audience and delight them with new content formats.

3). Create evergreen case studies

You can boost your credibility online by sharing case studies and testimonials. It tells your story, people can’t resist it.

A great example is Neil Patel’s ‘How to write a perfect case study that attracts high paying clients’.

It’s a case-study guide that is a case study itself. The good news is, it gets results.

Case studies can be ‘evergreen’ if you know how to do it. Avoid adding specific events and dates.

For example, instead of saying, 

“Adobe used our tool to get 6,000 brand mentions in 2019,” 

use this instead:

“Adobe generated 6,000 brand mentions in 12 months with our tool.”

By including ‘2019’, you’re making your case study relevant only for that year. But ‘12 months’ applies to every year, which makes it ‘evergreen’ or timeless.

Since this type of content is primarily used as social proof to persuade new prospects to buy a product or service, creating it – and making it evergreen – can help you achieve your business goals.

If you have a customer who has been using your product or service for a long time, you can write an evergreen case study based on the results they get, which they have shared with you. 

This will help people understand how effective your product or service is. 

With a well-written case study, you can better illustrate how your products benefit your customers. 

You can also use this type of content to show how your company’s product works or how it’s compatible with your customers’ needs.

4). Update your content regularly

61% of marketers believe that updating and repurposing their content is an effective tactic.

Essentially, evergreen content may require minor updates related to specific dates or data. 

For example, if you have cited ‘The state of SEO in 2018’ in your evergreen post on “How to promote a blog” content, you’ll agree with us that a lot has changed in the world since that time. 

So it makes sense to update the article. But it’s a minor tweak. 

Simply search for the State of SEO in 2021 or newer and more credible data to replace the old one, change a few sentences, and you’re done.

To make your content as useful as possible, you must constantly update it. 

This could also mean replacing links, deleting old screenshots and adding new ones, changing the formatting of the content, etc. 

Here are three key things we do every time we update evergreen content:

  • Change the publish date in WordPress
  • Change the ‘Last updated’ term that appears at the beginning of the content
  • Ping Google using the ‘Fetch as Google’ tool. 

Evergreen content: In summary

Evergreen content is the truest form of content marketing. Make sure it’s an important part of your content strategy.

It doesn’t matter the format (such as blog posts, videos, infographics, podcast, white paper) it’s presented, it’ll always generate the best results for your business.

As long as your website or the platform they’re published on remains active, you’ll always generate traffic, get quality leads, and achieve your core objectives with evergreen content. 

Don’t forget to add a clear and catchy call-to-action (CTA) to your timeless content — to get readers/viewers to take action.

Content marketing has come to stay. It’s time to make a greater impact in your business with content that doesn’t grow old or out of style.

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