Evergreen Content: What Is It, Should You Care?
- This type of content has a has a long shelf-life
- Topical content is useful for drawing people who are interested in your industry in general to your site.
- Evergreen content is inherently Google-able
Evergreen content should be an integral part of any content marketing strategy.
What is evergreen content?
Evergreen content is anything that stays relevant for an extended period of time after it is published. Common types of evergreen content include How to guides, FAQs and Beginners’ guides.
This type of content has a has a long shelf-life and because of this it works well when included alongside more topical content.
Topical content is anything with a comparatively short shelf-life as it usually concerns recent newsworthy events in a particular field and/or industry. Topical content also tends to lose its relevance quite quickly, but this doesn’t make it any less useful.
Topical content is important, but don’t rely on it alone.
Though less robust, topical content has its uses. By keeping up with trending topics on your website’s blog, you’re ensuring that your audience views you as a thought leader in your field; up to date with the latest news and potentially even ahead of your competitors in this regard.
Topical content is also useful for drawing people who are interested in your industry in general (not just potential customers) to your site.
On its own, however, topical content is unlikely to deliver the same reward as evergreen content.
Evergreen content pays dividends.
In contrast to topical content which needs to be turned over regularly, evergreen content can grow in SEO value over time.
A well-written guide can attract valuable backlinks for years, improving the site’s equity and producing a much higher ROI than topical content.
It’s likely to become even more important.
Evergreen content is inherently Google-able, due to its typically informational nature. Long tail queries and natural language searches formed in full sentences are commonly used on Google, and it’s likely to stay that way due to the advent of voice search.
So evergreen content with titles like ‘How to…’ and ‘Beginners guide to…’ has the potential to rank very well in Google search, often for a long time.
Top tips for writing evergreen content.
The trick with evergreen content is to give your audience interesting information relating to your industry without eliminating the need for your services.
That usually means that your evergreen content should relate to the simpler and/or smaller aspects of your field. For example, if you run a catering company, you might consider producing content like ‘The History of the Wedding Cake’ rather than ‘How to Cater an Event’.
Because you’ll be writing about facts more than opinions, a good rule of thumb is to use relatively simple language and as neutral a tone as possible. However, if you have a strong/specific brand voice, you might be wise to to reflect that in your content for the sake of brand consistency.
Like any asset, evergreen content requires maintenance. You will have to revise the content regularly to prevent it from going out of date. After all, no-one wants to link to out of date information.