Why you should create evergreen content and how to create it

Evergreen content

Evergreen content is just like an evergreen movie or an evergreen song – something that you can experience and enjoy irrespective of when you watch it or listen to it. Evergreen content never goes stale. It’s like the immortal wisdom of great philosophers; it is timeless, it is fundamental, it can be applied in any age. No one says about evergreen content that it is out of date or irrelevant.

Why should you create evergreen content when it is always recommended you create topical and contemporary content? Both have its value but the benefit of creating evergreen content is that it is always useful. A blog post that you write in 2014 will provide the same value to a person who reads it in 2018. Maybe the examples that you use won’t be relevant, but the inherent message will still be.

A good example of evergreen content would be, writing a blog post on the importance of headlines. Catchy and compelling headlines will never go out of fashion. They were used to grab attention back in the 1700s and they’re still being used to grab attention these days. Their fundamentals never change.

Similarly, writing something about nutrition can be evergreen (they are just examples, you may have your own example coming from your own industry, realm or subject). Can eating nutritious food be ever irrelevant (unless there is no need to have food and we can simply swallow a capsule or tablet or even use a one-time shot to do away with the need for food, forever)?

Why publish evergreen content on your website or blog?

  • To keep your content relevant for a very long time
  • To make your content appropriate for long-term content curation
  • To encourage people to link to your content without worrying about it becoming irrelevant after a while
  • To enable your content to generate revenue for a long time rather than for a short time
  • To encourage people to share your content with each other without worrying about irrelevancy and outdatedness
  • To focus on quality rather than quantity and timeliness – when you prepare evergreen content you are in a more relaxed frame of mind and you are able to focus on the quality rather than worrying about missing the deadline
  • To create a portal of knowledge – with more and more evergreen content on your website or blog comes to be known as a portal of knowledge for your particular niche
  • To improve your long-term SEO – evergreen content not just enjoys good search engine rankings, but lasting rankings. This is because as people share your evergreen content more and more the relevancy of your content for the search engines keeps on increasing

How to create and publish evergreen content?

  • Mind your niche: First of all your content needs to be niche-specific. There is no sense creating evergreen content for a dating website that talks about how to survive in the Sahara (unless of course there is a connection). So make a list of topics that you think will draw people to your website in relation to your business rather than as a random occurrence simply because at that particular time they happen to be looking for how to survive in the Sahara.
  • Pack as much information as possible: Long form content fares better in search engines compared to shorter articles and blog posts. People tend to curate comprehensive, detailed content because it contains the information they need, in detail. Don’t be so detailed that one piece of content goes on and on. Use your own judgment. Try to think from the perspective of your reader. Don’t assume he or she knows what you know.
  • Lists are better compared to unformatted paragraphs: Take for instance “15 things that make your content go viral”; it is better than “How your content goes viral” or “How to make your content go viral”, followed by long streams of text. People want to know exactly how much they are going to learn.
  • Write about occasions and seasons: You may feel that writing about Christmas, Diwali, Ramadan or the Valentine’s Day are once-in-a-year of occurrences and hence might not be evergreen. But they definitely attract yearly traffic if you have written something like, “20 ways to avoid post-Christmas depression” because people need such articles every season. Similarly you can write “50 items to stock in order to survive a long power cut during winter”. Or something like “5 things you should immediately do during an earthquake”.
  • Create a “Regularly Updated” section: This is a section that, as the title suggests, you update regularly and since you update it regularly it is constantly having fresh content and hence you can call it evergreen. In order to seek fresh, useful content, people are going to visit that section on an ongoing basis. Your business blog can be one example.
  • Create an FAQs section: When people use your product or service they constantly need to know about it. Sometimes they have technical questions, sometimes they have existential dilemmas, whatever, whenever they have a doubt, they head to your FAQs section.
  • Create an online forum: Having an online forum is a great way of creating evergreen content because people are constantly posting questions and answers. If you notice, even posts and answers created in 2004 may appear in search results sometimes.

This is no way a comprehensive list because every business need is unique but this list gives you a basic idea of how to create evergreen content for your business that generates ongoing traffic for a long time.

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