If you’re new to the copywriting scene, then you might not have come across evergreen content before. If that’s the case, then let me talk you through it. In this article, you’ll learn what evergreen content is, what it isn’t, how you can write it yourself and why it’s so important in content marketing.
Evergreen content is content that is not only continually relevant but search-optimised, so it’s something everyone will search for indefinitely. Evergreen content isn’t specific to one moment in time and nor does it refer to a current trend. Instead, it’s content that can be published and searched for no matter the time of year and is relevant no matter how much time has passed since the content was published.
You might be wondering why evergreen content is called “evergreen content”. You’ve likely heard of evergreen plants and flowers. These plants and flowers keep their foliage all year round, no matter the temperature or weather conditions. They’re resilient, long-lasting and look spectacular no matter the time of year, and that’s something you’re going to base your content on. Evergreen content needs to possess the same qualities as evergreen plants – resilient, hardy and constantly giving someone something to look at and admire.
For example, evergreen content would be an article with the following title: ‘How to Change a Lightbulb’. Non-evergreen content would be: ‘How to Change the Bulb in Your Christmas Tree Lights’. People won’t be searching about Christmas tree lights in the middle summer, but they will be searching for ‘how to change a lightbulb’ all year round, whether it’s Christmas or not. Lightbulbs are something we all have and will continue to have, so it’s timeless-yet-useful.
Evergreen content is exceptionally important for a number of reasons, but the top reason would be that it continues to remain relevant, no matter how much time passes out. Some of the reasons why evergreen content is so important, in addition to continually being relevant, no matter the time of year, includes the following:
The benefit with evergreen content is that it never gets old. The only thing you have to keep in mind is that, even though the content is evergreen, it still needs to be relevant to your business. If you own a car garage, keep it related to cars or mechanics, but write content that people will always be searching for, such as ‘How to Change a Car Tyre’ or ‘Things to Check on Your Vehicle in Winter’.
Listicles are also popular, so write articles with a title like ‘5 Ways to Keep Your Car Air-Con Working Smoothly’. Stick to the following things: how, why, who, what and when. Answering people’s questions can offer tips that are relevant to your industry. Types of evergreen content includes the following:
Now you know everything there is to know about evergreen content, you’re probably eager to get writing your own evergreen content. If you’re new to the industry or have never done it before, then here are five tips for writing evergreen content effectively:
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As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.