What Is Evergreen Content And Why Should I Care About It?
A few weeks back, I talked about reusing and recycling your content: in different formats so that your content goes beyond re-sharing on a variety of platforms. The reality is that if all your content is entirely based on current trends and specific times of year / holidays and other ‘time sensitive’ constructs, it will be hard to recycle it.
Evergreen content is often thought of as content that doesn’t incorporate a specific date / time period. But definition doesn’t go far enough. In reality, true evergreen content transcends trends and cultural specifics; it’s universal and timeless.
EXAMPLES OF NON-EVERGREEN CONTENT
- Any and all content that refers to Christmas, Mother’s Day, the Easter Bunny and Spring, Summer, Fall or Winter… Just to name a few. Those pieces of content are already out of date just days after they are published.
- Worse still, if the content is time AND trend focused (example? ‘May Home Decor Trends’), it cannot be recycled outside of the month of May and it cannot be recycled the following May, as the trends will likely no longer be applicable. A content double whammy.
- When I say ‘trend’ focused, I’m referring to topics that are only valid at a certain point in time – in other words, topics that are popular, trendy, the current bee’s knees. These things will be ‘out’ in no time and any content developed around them will also be ‘out’. Example from my imagination? ‘The Ins and Outs of Android 4.0’. After Android 4.1 came out, that original piece of content would have been less than useless.
EXAMPLES OF EVERGREEN CONTENT
● How-to guides or tutorials
● Glossaries and FAQs
● Historical / background pieces
These types of content are more likely to be timeless and ‘trend-less’ and have a shareable quality, to say nothing of establishing you as an expert in your area of focus.
WHY EVERGREEN CONTENT SAVES MONEY & WORKS SO WELL
It saves time and therefore money (because time = money) to reuse and recycle content so evergreen content gives you more return on investment.
Think of it like this: you can’t recycle that Christmas post until next Christmas, if then. So the time and money spent on producing it will be a lot compared to the post on ‘how to tie your shoelaces’, a how-to guide that won’t change much in the next few (hundred) years.
How is the shoelace post cheaper? Write it once and reuse it: make a video about tying shoelaces. Create a podcast about tying shoelaces. Write a book about the history of shoelace tying. Okay, I’m being a mite facetious here, but you get where I’m going, right?
Shoelace tying is timeless and transcends trends; you need to do it and know how to do it, any time of year and despite the ever increasing and sometimes wholly inappropriate flip flop trend (I have one word to add here: pedicures.)
Another way that evergreen content can help:
SEO! Content that sticks around, that is shared for months to come, that is in depth and relevant across a wide swath of content consumers: these are all factors that will help with your site’s SEO.
It will also help with your site being seen as reflecting a strong expertise, placing you in the position of being a knowledge resource or even an expert who can be relied on time and again to provide useful content.
Evergreen content doesn’t mean that you can never post things that are related to specific times or trends.
The key is to make sure that you are not totally constrained by these factors. If you want to write about Android, call it ‘The Evolution of Android’ – you can update and republish it regularly, as each new version comes up and you come off as something of an Android expert, in the bargain.
People who have already seen the post will see it again and read the update because it’s familiar, and you will likely reach a whole new segment of people with it, having invested only a little bit of effort in updating the post.
Writing about every new trend and fashion is fine if you want to be Perez Hilton, but if you want to have some gravitas, if you want to be known for something, to have expertise and save money to boot, evergreen content will get you there.
For more information on how we can help you create and leverage evergreen content for your marketing, drop us a line! 🙂