In horticulture, evergreen refers to trees that stay green throughout the year, like pine, cedar, and other conifers. So it’s not much of a leap to understand what “evergreen” means in terms of content.
As I noted in a previous post, evergreen content “does not age and will be relevant and searchable long after it is posted.”
To go further with the definition, I turn to Merriam-Webster which considers “evergreen” something that retains freshness or interest, and is not “limited in applicability to a particular event or date.”
In short, it’s content that is timeless and has staying power.
Keeping It Green
Beyond the core definition, there are some other things to consider when it comes to creating content that is evergreen.
It needs keywords and topics with enduring interest.
A well-written evergreen post will continue to draw traffic months or even years after it is published if it centres on keywords and subjects that are, to keep on the plant theme, perennial.
Think travel tips or how-to articles, like “How To Cut an Onion Five Different Ways” or “How to Keep White Sneakers Clean”. These topics are evergreen because people search for them all the time.
It has to be relevant to your business.
An evergreen blog post is intended to be searchable for the long term, which means it will continue to draw traffic to your site. Naturally, you want such posts to be relevant to your business so you attract an audience that is looking for your products or services.
Consider a few examples. A physiotherapist might write an article focused on simple stretches that help with repetitive strain or exercises that improve grip strength. A real estate agent might write something about curb appeal or easy ways to stage a home.
All of those topics have perennial appeal and will lead new visitors to a site, regardless of the date the content was written.
It cannot be trendy.
Articles that discuss current news, trends, or pop culture moments are not likely to be evergreen as they are too closely linked to a particular moment in time. The topic will go stale and will not be the subject of future searches, nor will it provide much relevance to anyone who stumbles upon it.
That’s not to say you can’t write time-sensitive posts; just don’t expect them to bring you traffic in perpetuity.
It is just one type of content for your blog or website.
Don’t limit yourself to evergreen posts or articles. You need a variety of content on your site and sometimes that will include things that are “limited in applicability to a particular event or date.”
Maybe something very newsworthy happened that pertains to your business–interest rate hikes, a major weather event, a change in government or tax policy. You can absolutely write about those things but they will not likely bring you traffic after the news cycle shifts in another direction.
It can be a cornerstone.
If you have a lot to cover, you can use the cornerstone format to break a topic down into smaller pieces. Start with a foundational post and then link it to shorter posts about sub-topics of the main subject. (See my post on cornerstone content for more information.)
This structure allows you to create an entire series of linked posts that are evergreen.
What Should Evergreen Content Be About?
To create evergreen blog posts and articles, it helps to brainstorm some ideas. Start with the questions your clients/customers/patients ask you:
- What do you get asked two or three times a week?
- What do you have to explain or demonstrate on a regular basis?
- What are some of the fundamentals of your industry that you would like your audience to understand?
Once you know the subjects you would like to cover, you can then decide on a format or structure.
Formats and Examples of Evergreen Content
You’ve probably seen plenty of evergreen writing online. Here are a few common formats and sample titles that demonstrate each one:
- “What Is” or “What Does” Posts: “What Is Carpal Tunnel Syndrome?” or “What Does a Mortgage Broker Do?”
- Tops and Tips (aka listicles): “Top Tips for Travelling with Your Dog” or “Must-Haves for Your Dorm Room”.
- How-To Topics: “How To Clean Vintage Teak Furniture” or “How to Create a Gallery Wall”.
- Guides: “The Complete Guide to Caring for Your Vinyl Records” or “The Ultimate Guide to Growing Tomatoes on Your Balcony”.
- History or Biography: “How Our Company Got Started” or “A Profile of Our Founder”.
- Glossaries and Resources: Use these posts or pages to define common terms or provide links to industry resources. You can update these posts as needed.
Whatever you decide on as topics, be sure to include a catchy title to get attention and write in an approachable, accessible manner that will appeal to a wide range of readers.
If you have questions about evergreen content or need help creating it, contact me for a free consultation.
Photo of pine needles by Leszek Hus on Pixabay.