Defining evergreen content

Saturday - January 28th, 2012

Written by: Tristan Pelligrino

Defining evergreen content

I absolutely love business buzzwords. I’m sure you’ve heard them before. Leverage. Utilize. Mitigate. Integritize. Ok, “integritize” is a stretch. But, I’ve heard this used before in a real meeting.

Anyways, I wanted to focus this blog entry on one of those buzzwords floating around in the marketing space – “evergreen content.” Since many of our clients rely upon us to guide them through the digital universe, I feel compelled to provide a definition. I also would like to describe why evergreen content is a good thing for your organization.

First of all, let’s develop a definition for the term, evergreen content. In my eyes, evergreen content is material you can develop that will have a long shelf-life. Essentially, this type of content can be created today and be useful for your clients for years to come. Here are a few other definitions you can view:

So, with a little background out of the way, let’s move on to why this type of content helps your business. Here is a list of reasons why you need evergreen content to be a part of your overall marketing strategy:

  • Establishes trust – By developing articles or blog posts with a long-term purpose, you have the ability to reference the material and build upon the content. Evergreen content gives you a foundation that you can use for proposals, presentations and other communication materials.
  • Adds SEO value – The search engines are ultimately trying to find the best information. Therefore, if you can develop useful content that others can reference, you have the ability to make moves in the search results.
  • Provides a reason to share – One of the most powerful ways evergreen content can help is through sharing. Since the content never really “expires,” your audience can theoretically share the information at any time.
  • Generates leads – Evergreen content is always working for you. If you can include a call-to-action within your content, then you have a way to capture leads for years to come…without having to make any modifications.

Well, we’ve defined evergreen content and have provided some reasons why it works wonders for your business. But, what specific types of topics work well as evergreen content? Here is a list to get you started:

  • How-to Articles – These types of articles can stand alone for a long period of time. Some examples include: “How to develop a marketing strategy,” “How to analyze your marketing data,” or “How to conduct a proper interview.”
  • Resource lists – A mash-up of useful articles or online resources can be extremely helpful for an extended period of time.
  • Interviews – Conducting an interview with a colleague can be a great way to share ideas with your audience. For more leverage (yes, I need to include at least one other buzzword), create an audio or video version of the interview as well.
  • Philosophies – Your mission statement or business philosophy needs to be communicated to your audience. So, put this information in a blog post or other format so your audience can learn for years to come.

In summary, evergreen content is a really powerful component to your overall content marketing strategy. This type of content not only provides value today, but can really work wonders for your business for years to come.

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