The What, Why, and How of Impactful Evergreen Content: The Ultimate Guide

By Tim Ferguson October 29, 2020

Creating content around trends and current hot-topics can bring your website a lot of traffic.

But the buzz stays only for a while.

Then you go on to create content around another trending topic.

Although this strategy works perfectly fine, you need some pieces of content on your website that stay relevant forever.

Just like you would need some pieces of clothing in your wardrobe that never go out of style.

Evergreen content keeps bringing you passive traffic forever, only if you strategize it well.

Apart from bringing you lots of web traffic, it will also establish your topical authority, generate numerous leads, and ultimately help you grow your business.

In this guide, you’ll get to know the what, why, and how of evergreen content.

By the end of this article, you’ll be able to create impactful evergreen content that stays relevant in the online world forever.

What is Evergreen Content?

Evergreen content is content that is meant to stay relevant and beneficial to your audience for a long time.

It is not something that will fade out in the upcoming years.

Some classic examples of evergreen content would be certain topics like “How to make an Omelette” or “How to do a pull up”.

People were searching for answers to these questions 10 years back, and people will search for them 10 years later too.

That is what makes them evergreen.

Why do you Need Evergreen Content?

After the outbreak of the COVID-19 pandemic, the search term “Corona” got vastly popular.

But very soon it died down.

Here’s a view of the Google trends graph for the term “Corona”.

This is the case with all the trending search terms.

They are going to bring you a lot of attention for a brief time period. Then, nothing!

So, if you rely only on such “trending topics” for your website traffic, you’ll be caught up in a never-ending cycle of content creation.

This might not be a feasible solution if you want to stay in the business for long and make your mark.

Comparing this to evergreen content, you wouldn’t see such a spike in traffic.

But, you’ll keep getting consistent traffic to that piece of content, day-in, and day-out.

Here’s how evergreen content can be beneficial for your business:

  • People are always searching for evergreen content. Hence, you’ll get consistent traffic.
  • Evergreen content works great for your website’s SEO. This is because such content will generate good UX signals and will always have considerable search volume. Google loves such pieces of content.
  • You spend less and gain more out of evergreen content.
  • You’ll generate lots of backlinks for evergreen content.
  • It adds value to your users and thus leading to better relationships with your prospects.

So, either you put in less work and create a piece of high-quality content on an evergreen topic.

Or you keep creating new pieces of trending content and create one again after the previous one dies down.

Decide for yourself about which one would get you the most ROI.

What are the Different Formats of Evergreen Content?

Although evergreen content can be created in almost any format, there a few typical formats that work best for such content:

  • How-to content
  • Listicles
  • Videos
  • Useful tips
  • Beginners’ guides
  • Product reviews
  • Best practices/ Worst practices
  • Curation of useful resources
  • Ultimate guides
  • Original research
  • Checklists
  • Case studies

Tips for Creating Evergreen Content

Now you know the importance of creating evergreen content and the different formats to use for creating them.

Let’s look at some useful tips that can help you get started with your evergreen content creation process:

1. Aim for Beginners’ Content

If you notice closely, most of the evergreen content is meant for beginners.

They are usually a 101 or an ultimate guide on certain topics.

This is probably because when people are looking to learn a new skill or gather knowledge on a topic, they look for evergreen content.

Here are a few tips on how to create content for beginners:

  • Ensure that your evergreen content is standalone and complete on its own.
  • You should always use simple and conversational language. Avoid the use of technical words and jargon.
  • Fact check whatever you claim in your content. It is good to have your own expertise and opinions too.
  • Ensure that the content is in-depth and comprehensive. Any reader should be able to gather all the important information from it.

2. Niche Down on your Topics

Evergreen need not be on a broad topic.

In fact, you should try to create evergreen content on narrower, more niche topics.

This is because broad topics have higher search volume and chances are that your article might not even reach the first page.

If you go narrower, you’ll have more chances of ranking higher and generating more consistent traffic.

3. Prioritize SEO

All your efforts of creating content would go to waste if you don’t optimize your content for search engines.

You can generate traffic for your evergreen content from other means such as social media and email marketing too.

But these sources will die down soon.

Instead, if you focus on SEO for your content, your content will rank on search engines forever.

And you’ll get traffic for a long, long time.

SEO can be challenging, especially for such evergreen posts.

With 4.4 million blog posts published on the internet every day, ranking your evergreen content on the top 3 positions on Google can be quite challenging.

Hence, you can consider hiring an SEO agency for optimizing your chances of ranking on top positions in SERPs.

This way you will gain the best possible ROI for your evergreen content and it will stay relevant on the internet for a long time.

4. Ensure Authoritativeness of your Evergreen Content

This is one of the most crucial factors to consider while creating evergreen content.

If you want your content to be relevant for many, you need to rope in authors who are true experts in their industry.

Firstly, your readers should find your content trustworthy and reliable.

If you use authors who are not experts in the industry or you don’t mention the author at all, then chances are that your evergreen content won’t drive good traffic.

Google also plays a role here. Google’s E-A-T (Expertise-Authoritativeness-Trustworthiness) algorithm stresses the expertise of the author of your content.

Hence, if you fail to do so, Google will not boost your rankings.

5. Use a Call-to-Action

 You can boost the effectiveness of your evergreen content simply by inspiring your readers to take some action. This simple change can make a lot of difference to your content.

This is because your readers will get a direction after going through the post and they will be inspired to implement whatever you talk about.

Some may even come back to your post saying how taking action turned out for them.

Your call to action can be anything relevant to your post. Ensure that it is inspiring and urges your readers to take action immediately.

6. Keep your Evergreen Content Updated

No matter how evergreen your content is, there will be some things that need to be updated.

Plus, Google always ranks updated posts higher. Hence, as a best practice, you should sift through your older pieces of content and update them.

You should also repromote your updated content on social media platforms and share it again with your email list.

This way, there will be a spike in the traffic and people will start revisiting your evergreen content again.

7. Repurpose your Content

Repurposing your evergreen content is one of the best ways to keep bringing attention to it.

There are numerous ways to repurpose your evergreen content and bring more traffic to your website. Here are a few:

  • Infographics
  • Videos
  • Guides
  • Social media posts
  • Graphics, bar graphs, pie charts, illustrations, etc
  • eBooks
  • Podcasts
  • Email Sequences

Steps to Create Evergreen Content

Here is a step-by-step guide for you to create evergreen content:

1. Pick your Topic and Keywords Around it

You can use Google Trends or any other keyword research tool to pick the topic for your evergreen content.

Things to keep in mind are:

  • Ensure that your target audience would find it valuable.
  • Ensure that your topic gets consistent search volume.
  • Ensure that your keyword and topic matches users’ search intent.

2. Decide on the format

The next step is to pick a format that will best fit your topic.

The format can be ultimate guides, videos, ebooks, checklists, and similar more.

  • Analyze competitors’ content and look for the formats that have worked best for them.
  • Engage with your audience and try to understand which format would best fit their needs.
  • Also, ensure the format you pick works best for the chosen topic.

3. Create High-Quality Content

Next, create the content in the decided format. You can use Backlinko’s Skyscraper Technique to create high-quality content.

Start by researching the topic, analyzing your competitors’ content, and pulling in expert authors to pitch in.

Use graphics and illustrations to best support your content.

Also remember to optimize your content for on-page optimization techniques such as keyword research, formatting, image optimization, meta and URL optimization, etc.

4.  Publish and Promote your Evergreen Content

Publish your content and promote it on all possible platforms.

You can promote your content on your website, your email lists, social media, podcasts, and even YouTube.

5. Build Backlinks

Backlinks are nothing but links from other websites to your content. Backlinks should be preferably from authoritative and relevant sources.

More backlinks indicate to Google that more people find the content reliable and trustworthy.

This is why Google considers backlinks as one of the top 3 ranking factors.

You can build backlinks through email outreach. Make a list of websites that are linking to your competitors’ content.

Email these websites and let them know that you have something extra to offer their readers.

If your content is competitive and of high-quality, you are bound to generate some backlinks this way.

If your content starts ranking higher up on Google, more and more people will automatically start linking to your content, without you having to do anything about it.

6. Refresh, Repurpose, and Repromote

The value of your evergreen content can be boosted by updating the content at least once or twice a year based on the topic.

You can also try to repurpose the content in different formats as mentioned above.

After you update or repurpose your evergreen content, you should also repromote on all social media channels.

7. Experiment with Different Formats

It is good to stick to the safest formats such as How-to posts, listicles, ultimate guides, etc.

But, you should also consider experimenting with different formats. Your audience will be thrilled to consume something new and unique.

You can experiment with not-the-usual formats such as Glossaries, FAQs, resource pages, and similar more.

Over To You

Evergreen content is something that stays relevant and useful forever.

More and more people come back to such pieces of content.

What makes it better is that you can generate tons of passive traffic from it.

This is unlike the trending keywords that get massive traffic for some time. But, post the spike the traction dies down.

The strategies in this article are a good place to start creating your timeless and evergreen content.

Let us know if you have any more tips to share about the what, why, and how of creating impactful evergreen content.

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Tim Ferguson

Tim Ferguson is a writer and editor of Marketing Digest. He helps marketing agencies with SEO, link building, content marketing, online reputation management, and blogger outreach. When he is not writing and editing for Marketing Digest, he spends time on learning more about content marketing and getting better at it.

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