What is evergreen content?
Evergreen content is that which is still interesting and relevant weeks, months or even years after its initial publish date.
It doesn’t date like news can, it can deliver value in terms of traffic, leads, social shares and can occupy valuable search positions for a prolonged period of time.
The best examples are aligned with our audience as well as our paid content and other services.
This is a strategy which has worked well for us and has delivered growth in traffic and revenues over the last five years.
These are some of the formats we use at Econsultancy, and that have worked well for us…
Of course, some of the platforms and tools may date over time, but useful content like this should have a longer shelf life than most posts.
While we obviously have a sophisticated and highly intelligent audience on this blog, everyone has to start somewhere, and we try to pitch content at various levels of experience.
Beginner’s guides provide an entry point and explain new concepts and marketing disciplines to readers.
Incidentally, it’s also a great way to train your writers. If they can explain something to beginners, they have to first understand it for themselves.
Most obviously this means creating content that is genuinely helpful. This could mean educational content, as people often search for answers to specific questions on Google.
Find relevant questions and provide some answers by creating the right kind of articles (and other forms of evergreen content), which may become long-standing and well-ranked reference resources.
You can use Google’s suggested queries for ideas, by prefixing a query about your key topics with ‘how’, ‘why’ or ‘what’.
Make sense of trends
Yes, this can date, but as long as the trend lasts it will be useful content.
When a new product or platform comes out, like the iPhone, or something more recent like Meerkat, marketers want to know the opportunities that it presents.
Become a curator
There are lots of great resources out there, and you can do your readers a real favour by rounding them up into one place.
Transform news stories
This one is a slight curveball, as news dates, but some stories have a longer-term impact than others.
News articles are easily replicated and tend to be very samey (which is why we avoid this), but a news story can provide you with a nice jumping off point.
Figure out how to spin news stories into something more long lasting, more unique and more useful, such as a how-to guide.
Case studies are great, as they provide real world examples which help marketers to make a business case for investment in new channels.
Digital marketing is full of new terms, acronyms, and plenty of jargon.
People appreciate it if you help them to understand these terms and cut through the jargon.
We use lists a lot, because they are easy for readers to digest, they help the writer organise their thoughts, and they work well.
We’re in the business of highlighting best – and worst – practice.
Our reports offer a comprehensive overview topics, such as checkout or search optimisation.
This blog offers us the chance to dig into the detail, to go niche, and to explore new topics that may ultimately lead to the production of a best practice guide.
Dig into the detail
Broad overview posts have their uses, but getting into the detail, however niche it may seem, can be very useful for readers.
Checklists can be a great resource, easy to scan, and helpful to marketers.
Share your secrets
We want to share knowledge from others, so it’s only fair that we reveal a little of that ourselves.
As the Econsultancy blog has grown, we’ve learned a lot on the way about what works, and what doesn’t. We hope this information will be useful to others.
Stats date, but over a period of months and years, and people are always keen to find data to back up their business cases.
We provide a huge resource with our Internet Stats Compendium, but we also present plenty of stats on the blog.