What is Evergreen Content & How To Use It

Content marketing is one of the most effective and enduring forms of marketing that has ever existed. It did not start with the internet. From the moment people needed to get the word out about their products or services, content marketing came into existence. So, what kind of content is best? Evergreen content!


The following may include affiliate links. This means if you make a purchase after clicking one of my links, I may make some commission. But this will be at no extra cost to you. I only ever recommend things I trust and use myself (or have used). You can use my full disclaimer here.


Evergreen content is content that is relevant to the audience you wish to attract over a long period. For example, this post I'm writing right now will be evergreen because you, my audience, will always want to know about evergreen content.

In contrast, a post about Christmas decorations would only be useful over two months of the year (if at all). 

Having said that, if I wrote an excellent blog post about Christmas decorations, I could use it every year and just update it slightly, if I wanted to. I don't, but you know!   

Depending on the niche, your evergreen definition may be that the content lasts at least three months, for some niches that might mean a year, for others, it can be decades. 

It also depends whether your niche is technical or not. Technology changes fast so the content I will have to as well. 

I think you get the point - the content should last a long time in your niche for it to be considered evergreen. 

But how will this help you create the best content marketing strategy? 

In this series of posts, we'll be exploring how you can develop an evergreen marketing strategy to grow your business and ensure that you are always relevant. 

low angle photography of drop lights

Why Is Evergreen Content Important to You?

When you create evergreen content, you are creating foundational content for your audience that informs, engages, and motivates them to act – just like the other content you are creating. Remember, many people only create content when they are promoting or launching something, which is fine - to a point.

The difference is, this content can work year-round to bring more people into your marketing funnels than if you only put content out during product launches, and if you only published content when you want to write about a new product. 

By incorporating evergreen content as part of your overall marketing strategy, you can also integrate evergreen products and evergreen solutions for problems that work for you all year long and not just during major launches.

Doing this will ensure that you make more money all year round and not only when you are launching something new. 

Using evergreen content is going to take your content marketing system to the next level, giving you more choices of content to use throughout your marketing efforts. 

Getting started with Evergreen Content Marketing 

Creating content that is always relevant, always fresh, and provides information to your audience is one of the best ways to ensure that you are bringing new traffic to your website. 

Often, that means creating a lot of content. But creating evergreen content ensures that you make the most of everything you do. 

To make sure you work smart, focus more on creating evergreen content (content that is relevant to your audience long-term). It saves time because you only need to develop several epic pieces that are general and promote them again and again. Then all you need to do is update it every so often, rather than continuously needing to write or create 24 hours a day. 

It depends on your business, but your evergreen content could include things like: 

Blog Posts

Short Reports

eBook

Checklists 

Workbooks

Videos

Research

Infographics

Types of Evergreen Content You Could Create

To make sure you work smart, focus more on creating evergreen content (content that is relevant to your audience long-term).

Whatever form your content appears, ensure first that the content qualifies as evergreen. 

The way you'll qualify whether the content is evergreen depends on your niche. Some niches are easier to create evergreen content for than others. If you are in a technology niche, content that is relevant for six months might be long-term because things change so fast. 

For example, if you write a long-form blog post, "The Ultimate Guide to SEO," there may be some things that you put in that epic post that change in a few months. So, you may have to update this when things change. But, that doesn't mean it's not still evergreen. 

But it does mean that you may have to train yourself to update any content you are using as "evergreen" regularly. Updating content is good practice anyway - especially if you want to keep Google happy. So, put it in your content plan and make sure you do it. 

However, if your niche is something like "Low Carb Cooking," that probably won't change much. You probably won't have to update your "Ultimate Guide to the Perfect Low-Carb Pantry" more than twice a year once you publish it. 

Once you have established for yourself what you classify as "evergreen" for your needs, you can start creating content. 

Content that you can promote continually to your audience over the months and even years, in some cases. 

That doesn't mean that you don't want to create other types of content. But I bet the thought of being able to continuously market your core products and/or services throughout the year makes you happy. I know I'm right. 

Get it right and you should be able to automatically boost your income once you set this up. 

To ensure that your evergreen content does the job you want it to do, always remember that every piece needs to include a call to action. 

One way to choose your call to action is to determine what you want your reader (or viewer) to do next, to get the results they want.  

 Here are three examples for you: 

What your reader wants:

Does your reader need to save time cooking healthy meals? 

Your possibly call to action text:

Want to save time cooking healthy meals? Get my free meal plan with a grocery list included now.

What your reader wants:

Does your reader need to buy your service to save time? 

Your possibly call to action text:

Let me take This Work Off your Hands and Do It for you! Book a call with me.

What your reader wants:

Does your reader need to hire a life coach in order to deal with mindset issues? 

Your possibly call to action text:

Let me help you become the person you were designed to be! Book a free 20 minute introductory session.  

These call to actions are great ways to get the person onto your email list so that you can further educate them on the solutions you offer based on the problems they may have. If they buy a product or package too, that's even better. 

In the first example above, you are giving away a sample meal plan with a grocery list in order to get them on your email list where they will receive your autoresponder welcome messages (which are also part of your evergreen marketing system, by the way). 

Eventually, a certain percentage of your list members will sign up for your paid meal plans and other products or services that you offer in your email messages. 

All you need to set this up is autoresponder software and the scheduling software which integrates to automate everything. 

I highly recommend ConvertKit - it is my favourite email marketing system. They now offer a free account. 

Or, if you want a system that you only pay for once, I recommend SendFox By AppSumo. Despite loving ConvertKit, I've just moved to Sendfox because the bigger your list gets, the more it costs. So, a lifetime deal saves money.

If you sell services, while you do also want them on your list, you also want to talk to them further to ensure a good fit. The examples above will help them get started and see what you offer. 

As time goes by, you'll be able to reassure them so that they trust you more, and allow them to sign up for things like a discovery call. You can set this up using software like Acuityscheduling.com. 

When you are creating evergreen content, the best way to know what types of content you need, and the formats it should appear in, is to take yourself through the process you want your audience to go through. 

Your Evergreen Content Roadmap

Click to enlarge 

Let's say that you want your audience to read the evergreen article on your blog called "Life Planning for Teenagers" so that they answer the call to action which is to order your Life Planning Kit for Teenagers. 

The kit takes them through an online questionnaire and helps the teenager, with parental supervision, come up with a plan for their life with step-by-step personalized suggestions to ensure they realize success. 

The upsell, that you will offer in email messages, is to add coaching that includes eight 50-minute weekly family sessions to work through questions in each of the six sections, an intro, and a final celebratory meeting to conclude the kit. 

Looking at your goals above, you can determine what type of content you need before, during, and after you've got them on your list. 

You'll need the main post: "Life Planning for Teenagers" which will explain what life planning for teenagers is, how it works, and why a teenager (and their parents) should consider it. Include some stats about how well teenagers do who participate in life planning compared to those who don't.  

You'll need email messages that market the upsell to everyone who downloaded the first kit. Usually, 5 to 10 emails work very well. But be sure to space them out - don't spam people. 

You may want to send case studies, examples of life planning, sample paths that can be chosen by a teenager, truths that parents and teenagers may not realize about working, college, and life today. For example, how much rent costs compared to how much the experts say you should spend for each segment your budget. 

You'll need social media contentto promote the main post. You'll want to promote it across all the social media platforms you use. Creating memes, infographics, and sharing facts and stats is a great way to encourage parents to click on the article or blog post. Creating separate memes for each point inside your package is a great way to pique curiosity.  

You might also want to create paid ads. You might want to promote your blog post on Facebook via ads. If you do that, you may need graphics and marketing content for the ads. You may even want to repurpose that blog post into a video for YouTube which can also drive traffic to your post, and your landing page for your kit.  

You'll need a sales page for the main product. Creating your sales page with evergreen content in mind is a meaningful way always to keep selling those evergreen products. Use facts and wording that will last through time and avoid using scarcity language for evergreen products, services, and content. 

For example, some parents may not even realize that college costs are so high now that working a summer job won't pay for it like it did when they were young. Helping show the facts to the parents will help them navigate something that is so different from what they experienced today that it might take a little convincing. 

person using iMac

Create, repurpose and use your evergreen content

Any content you can create, repurpose, and get in front of your audience will be valuable, and if it's evergreen, it's going to work for you for a long time to come. 

Using more written evergreen content is essential to create a situation where you are pulling in traffic on a more consistent basis and not only when you launch a product or have something to blog about. 

What's more, you can add other types of links to the content either at the time you create it or later as you have more content, more products, and more services in your income stream. 

So, for example, if you mention software that you use, why not include an affiliate link to it? Or you can become an Amazon Associate and link to useful books. This way, even if your readers don't buy your products, there are other ways you can make money. 

Once you have a list of the forms and types of evergreen content you want to create and why you need each type (because of the CTA), it's time to get started. 

It's generally easier to start with a long-form post or article, an eBook, or a short report due to their comprehensive nature and time they will take. 

When you create in-depth content, that covers all aspects of everything but the "how" of the problem, you can use that content all over again by using it to pull from when you're writing other material. 

You'll do the research once to create the long-form or epic content and then write several shorter pieces from it. That means you can use some of the long-form content in shorter formats too, with very little extra work. 

Doing this will reduce the amount of work that you do, and it has the pleasant side effect of keeping your content cohesive in terms of facts, values, tone, and voice since you create it at the same time. As you pull from that and repurpose it elsewhere, you'll see immediately how much more cohesive your overall content marketing efforts will become. 

In the next post in this evergreen content series, we are going to dig deep and look at how you can kick start your evergreen content strategy. 

What types of evergreen content could you use? Let me know in the comments below...


The following may include affiliate links. This means if you make a purchase after clicking one of my links, I may make some commission. But this will be at no extra cost to you. I only ever recommend things I trust and use myself (or have used). You can use my full disclaimer here.


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