The Power of Evergreen Content

By Jackie Wilson.

A lot is said and written about the value of trends. And yet, as recent research has shown, the notion of ‘trending’ has become counterproductive. The constant pursuit of ‘cool’ – particularly in marketing – has meant that trends are ridiculously fleeting. And trends today “are really nothing more than frivolous entertainment.”

So – how about something with a little more staying power? A little more meaning for our audiences? How about evergreen content?

Let’s look at what it is, how to identify it in your niche, and why it’s an absolute must (and I mean, a must) to build evergreen material into your content strategy.

What is it?

As the name suggests, ‘evergreen’ is writing that doesn’t succumb to the seasonality of ‘cool’ or ‘topical’. (Of course, often enough it’s absolutely right and fitting to offer your audience a piece on something that’s in the news or being talked about. But interest only lasts for as long as that subject is, well, topical. Such pieces have an inbuilt expiry date.)

Evergreen content stays relevant over a long period of time, ages well and tends to reflect universally accepted truths and standards in your niche or industry. Which is why it will help you, as the author, establish credibility and trust.

So as a provider of, say, health and wellness services, you may feel the need to write about the latest trends in fitness wearables, perhaps, or a new kombucha recipe. Your evergreen content is more likely to cover recurring seasonal health issues like flu, the proven value of stress management techniques, or why it makes sense to exercise.

If your business makes fashion jewellery, being aware of fashion trends is of existential importance. But equally, you could give your business a more prominent profile and establish trust in your brand if your content also covers a more wide-ranging awareness of your industry, the history of certain trends and what’s more likely to have staying power.

Where do I find it?

There are two stages to the research you need to do to write relevant evergreen content that has real staying power.

First of all, find out what topics may engage your audience. Use surveys or simple polls, and pay attention to those frequently-asked questions (you know? FAQs?) on social media. A lot of FAQs tend to be on topics that are not time-bound. Avoid trendy subjects unless they have a long-term angle.

Then, Do some comprehensive research and fact-checking to ensure accuracy and depth. Hoo, boy, that sounded very ChatGPT-ish, but you know what I mean: Make sure you’re getting sh*t right.

If your content is to have real staying power, it needs to be free of casual errors or misunderstandings. If there are differences of opinion on the subject, highlight these; feel free to give an opinion (you’re the expert!), but make sure your audience has all the information.

At the same time, remember to periodically review and update evergreen content to ensure it stays relevant and accurate. If something changes, reflect the change by updating your writing on the subject. (Store evergreen content in a specific folder so that you can regularly check it.)

So if you’ve written a blog on how to use [insert favourite social media platform] to get leads, and the platform instigates changes that mean a specific function becomes nigh-on useless (and let’s face it, they’re annoying like that), then that blog is going to need some updating. P.S. Don’t water down that content by not including anything that might date it or that you know will need regular checking- it loses all its value to future audiences. DO the work, CHECK and UPDATE, DELIVER on the value.

Why write it?

Evergreen content provides ongoing value. Articles like how-to guides (“How To Tell A Good Yoga Mat From A Bad One”), lists (“5 Ways To Wear Your Favourite Scarf”), and research- or data-driven pieces (“Why Our Brains Respond So Well To Stories”) have shown themselves to be great evergreen formats. Their long-term relevance means that your content continues to attract and educate new audiences well after its initial publication.

This also means that evergreen content is great for your SEO: Well-crafted evergreen content can rank higher in search results over time, increasing your visibility and driving consistent organic traffic to your site. This SEO longevity means a single piece of content can deliver value for years.

And then, of course, there’s the trust factor: Publishing evergreen content helps establish your business as an authority in your field. When readers find consistently high-quality, useful information on your site, they’re more likely to trust your expertise and return for more.

To conclude

To help your blog age gracefully and become an indispensable resource, evergreen content is not a nice to have. It’s a must-have.

It doesn’t always have to be long or thorough (shorthand for a lot of work!). Sometimes, a simple list, a glossary (like a mini-dictionary, perhaps of industry-specific jargon) or a template will do the job just as well.

But have it you must.

And what I’ve written here? Evergreen! (Of course!) 

Jackie is the founder-owner of BrickHouse, a small content creation company that mainly serves SMEs, and a media professionals with many years of standing.

She has over 25 years of experience as a freelance writer, broadcaster, and media trainer. She is a scrupulously precise editor who is utterly pedantic and very word-choosy. As a trainer, she worked with young journalists and reporters in parts of Africa and Central Asia–something she still sees as thoroughly rewarding and the most fun to be had while working.

Her content these days includes marketing copy, but she describes herself as a storyteller rather than a copywriter. A journalist to the bone, she does nothing without research, and the research object is her client’s story.