Evergreen content: what is it and why use it?
What is evergreen content?
The dictionary defines ”evergreen” as plants that don’t lose their leaves, staying green and fresh all year. The same logic applies when we talk about content marketing: it’s content that doesn’t lose its relevancy. One day goes by, three weeks go by, six months go by… and this content still remains popular, without the need for major updates. This means that there is always someone, somewhere, searching for the topic.
For example, the article “Do you know how much your ad blocker costs to the digital marketing industry?” in our blog was relevant when it was published, since it talks about statistics and numbers of a certain period of time, that we knew would eventually become outdated. The “How to make a content marketing plan?” one, on the other hand, has the potential to stay relevant for a long period of time and you will understand why as you read this article.
This kind of article has some characteristics that you should ensure the one you are writing has as well. Some of the most important ones are:
What are the benefits of using this type of content?
Nowadays there are over two millions articles posted online on a daily basis. With so much content, you can probably imagine how much goes unnoticed. But evergreen articles and their timelessness have what it takes to overcome this obstacle and become a source of several benefits:
3 ideas of evergreen content
Industries evolve but someone starting in a certain area will most likely have the same fundamental questions that experts once had. That’s why “How-to” articles are an excellent example of evergreen content: they answer a question that will always exist.
Our Inspira Santa Marta Hotel case study, that was published in May of 2016, for example, is the second article of our blog with more views in the past year. We’ll see if it continues to be a success within the next years!
Articles analysing the year that ended (or that is about to end) are another great example of evergreen content: they gather the highlights of that year and work as a summary. People love looking back at what happened (and sharing it), and that’s why these articles work so well.
Writing time sensitive content has its benefits: it shows you are up to date with the news in your industry and it involves topics that, in that time, are being highly searched, having the potential for a big spike of visits to your blog. If you take a look at our blog you will quickly see that we post that kind of content. Our advice? A good mix between timelessness and temporary!