Why Evergreen Content is an Evergreen Marketing Priority

Last Updated on April 6, 2025.

Content marketers have seen shifts as the internet changes from an information-based society to a knowledge-based one — shifts that go beyond AOL chat rooms, virtual online dolls and guilds. The fact is that most of those who use the internet are moving from just searching for facts and figures to seeking answers, recognition, and goals.

Your users consume content to solve problems and accomplish tasks. And as a marketer or small business owner (or both!), you get to provide content that helps your customers solve these problems. And ultimately, it either helps them accomplish their task, or you can introduce them to a product that helps them achieve their goal.

With this in mind, it is SO easy to get on the hamster wheel of creating content if you aren’t strategic. Nobody likes to read outdated information or an outdated piece of content, making it even more important to have a plan in place for evergreen articles.

And if your sole focus for your content creation is on social media, it often feels like fresh content dies in a day – everything has an expiration date. It feels like you spend more time marketing your business than working on it. Evergreen content can help you begin the marketing long game with other content creators that create relevant content that drives organic traffic long-term to the site months and years after it is posted.

So what is evergreen content? What are some evergreen content examples?

Evergreen content is any content that is relevant and valuable any time of the year, the kind of content that is always fresh and new. It is unlike current events or news articles, which are only fresh for a short time. Instead, evergreen content is about topics that people are always interested in reading about, like recipes, how to fix things and the basics of any given topic (kind of like what you are reading now about evergreen content!)

Consider it interesting and helpful content to read even long after publication. Many types of content are considered evergreen; examples of great evergreen content are:

• listicles/list posts,
• tutorials,
• how-to guides,
• interesting stories,
• tips,
• case studies,
• pillar pages,
• ultimate guides/comprehensive guides,
• or simply providing valuable information related to your business that is updated regularly.

For a business’ website to stay relevant, your business needs a strategy for regularly producing new, long-term, high-quality content based on evergreen topics for your potential customers. Take a moment to think – how current is your business’s marketing strategy?

Why is evergreen content essential to your content marketing strategy?

Evergreen content is the cornerstone of your digital content marketing strategy. It’s more than simply articles or blog posts, but timeless content with relevant information that remains valuable to readers for an extended period of time – long after it’s published, which will provide you will a sustained amount of website traffic over time for those landing pages and blogs.

Something to think about: with many businesses opting for micro-blogging that doesn’t stay relevant longer than 72 hours, few companies stand out with their evergreen content strategy. This allows you to find your home online with search engine optimization (SEO) and content marketing, vying for (and getting!) a reader’s attention in a new landscape.

The first step is getting started on writing a piece of evergreen content for your business.

So what are the best practices for your evergreen pieces? Before you get down the rabbit hole of blogging frequency or “so how many evergreen blog posts per week is good,” “what is the best time to post a blog,” “how long should a blog post be,” or “how many words should a blog post be,” take a breath. Frequency can definitely affect the number of visitors your site gets, but analytics is only one part of your website’s content marketing strategy.

Let’s start with what do you even write about in the first place? A great way to get started is to know the main pillars of your business and your specific niche; for example, I’m obviously a marketer – I live in the world of digital marketing. You’re here for that.

But the depth and breadth of marketing is not something that I will cover in this blog; I will hone that in. My current main pillars focus on website strategy, specifically content marketing strategy and search engine optimization. And if you’re reading this on the blog, this is specifically why I am starting with my first blog being about evergreen content – an evergreen blog, about evergreen content, very meta, I know.

Find your pillars and expand on them. Here are some more examples:

• You may write an evergreen blog about how a copywriter can help hone your business’ message if you are a copywriter.
• You may write a blog about being organized overall if you own a shop that sells planners.
• If you own a service-based business, you may write a topic 101 landing page about your most significant service line.

And while it may feel like these topics are covered at length online, remember to provide your knowledge within the blog or landing page to provide your spin or authority on it.

What to do when writing your evergreen content:

When creating content for your content marketing strategy, it’s important to remember what will make your content evergreen. That is, what will make it stand the test of time? There are a few things you can do to make your content more evergreen:

1. Determine the right topic. Write about relevant topics.

You determined your pillars, so you probably have an idea here, but specific topics are the most important factor in creating evergreen content. There are certain topics, such as marketing, health, and finance, are always relevant.

It can be challenging to determine how perennial your content will be. There are a few key factors to consider when gauging the longevity of your content:

• Social Media: How often does the topic get shared on social media? If it’s being shared frequently, there’s a good chance it will remain relevant for a long time.
• SEO: How often do people search for this topic online? Are you answering common questions? The more people search for it, the more likely a specific topic will remain popular and timely. Use tools like Google Trends to determine how popular your topic is.

And like we have covered earlier, while it may feel like these topics are covered at length online, you can write about them in a fresh, interesting and effective way. Provide your authority and present the evergreen article in a way your target audience or customer base wants to hear it.

2. When writing, make sure your content is valuable and informative.

If your content doesn’t provide any value to readers, it won’t be useful for long and will not stand the test of time. Check out blogs that lead in the search engine results page (SERP) and see how you provide additional value or a take that is not being discussed. Or Rand Fishkin’s 10x content. Ask yourself, “how can I create something ten times better than what any of my competitors are doing?

3. Use timeless references and examples.

It should be given, but when making references and providing examples within your evergreen posts, attempt to deliver timeless information, avoid dates, or make a note that you may have to return to update some stats if your topic requires them.

4. Optimize your blogs for search results.

Providing values and making sure to speak like a human is at the top of your list, but I would be remiss to say that improving or starting your SEO strategy cannot begin with your evergreen content marketing strategy. Before you start writing your blogs, make sure that you start with keyword research so you have the right keywords in your blog (here is a free keyword research tool to determine your target keyword from Ahrefs if you do not have a favorite of your own yet!), you can search for these relevant keywords by search volume and optimize your blogs for future search rankings success. I will talk a lot more about that later.

5. Update regularly.

Wait – I know, I told you to be timeless, but no matter how timeless you are, let’s be real things just CHANGE. Some items you may have to end up updating:

• changes due to trends in the industry,
• statistics, if any were used,
• add new information,
• tweak content to fit
• changing writing style,
• or add new images.

6. Internal linking of your evergreen content throughout your website.

Now that your evergreen content has been created, you need to use it across your website. Any time it is relevant, make sure to internally link your blog or landing page on the other pages of your site. This is beneficial, allowing search engines to understand your website structure better and increase page views to other pages on your site. If you have an interested reader, you are helping them navigate your site.

How evergreen is your content?

Covering all aspects of an evergreen marketing strategy may have you thinking a lot about how evergreen your content currently is right now. And honestly, it comes down to one question – can the content I am creating be found for a long duration, or is its lifespan cut short due to the platform? I’m sure you realize I am talking about social media already. And there is nothing wrong with creating content for social media; you can determine that it is a big part of your overall holistic narrative for your brand. But if you are tired of churning content that you do not honestly care about, own, or feel gets forgotten in a matter of days, there are other ways to share your expertise if you’re willing to play the long game of marketing.

Your ability to own your content, have search engines crawl it, distribute it strategically (where social media will come back into play!) and tie it to your overall strategy is unmatched when blogging. While social media plays a role in promoting your evergreen content, it’s essential to have it in the right place—your website or blog. This ensures its longevity and accessibility, enabling your audience to discover it whenever needed.

Remember, platforms may come and go, but your website and blog serve as reliable repositories for your content. Embrace the power of these platforms, and tie your content to your overall marketing strategy. By doing so, you unlock unmatched potential in the blogging world, where your expertise can thrive and be discovered for years to come.

Evergreen content is just the beginning.

So now you’re ready to create some evergreen content for your site; know that it is just the tip of the iceberg – evergreen content is not just a standalone strategy but a foundation for your content marketing endeavors. Creating evergreen content will provide an anchor for so many sub-topics that you will blog and write about to share your expertise. This type of content can not be used as the foundation for your blog posts, and you can also share the content on social media platforms as part of your social media marketing strategy.

And now you won’t have to worry about expiration dates or specific events limiting its impact. Creating impactful evergreen content is within your grasp, providing valuable insights and information your audience can rely on. You can conduct original research, infuse your content with timely examples, and leverage the power of social networks to expand its reach. And now you know how to avoid common mistakes like neglecting to update old content or providing outdated information.

And while creating evergreen content takes time and effort, the benefits of evergreen content make it well worth the effort. So embrace the power of evergreen content and the multiple different formats it comes in and pave the way for long-term success. It could unlock the door to becoming an industry authority, providing valuable insights, sharing your great ideas and driving organic traffic for the foreseeable future.