If you haven’t yet heard of the term ‘Evergreen Content’ then fear not because this blog will cover the what, when’s and why. Let’s get down to basics to understand where the term itself comes from. Evergreen is the name given to trees that retain their leaves all year round, staying fresh and relevant. (The beloved Christmas tree being a prime example). So, this would refer to content that is interesting, relevant and can never become outdated, even long after the publication date. It should be content that is always seen as up-to-date and of primary interest to the audience. Utilising SEO also helps your content rank higher in search engines to help increase readership.
Before you rack your brain and start assuming the latest fashion trends, recent presidential election and yesterday’s mind-blowing new technological release are considered relevant examples of Evergreen content, then stop right there. These topics may seem the be-all-and-end-all right now but travel 6 months down the line and think again. Is the fashion trend you loved so much still as relevant now? No, because it isn’t fresh anymore. Previous ‘fresh’ trends have grown old and outdated, just as the leaves on a tree will die and new ones emerge. Therefore, just as Evergreen leaves are sustainable all the time, so must be the content you provide.
Remember also that as much as you feel media content lives on forever, with online data never disappearing, that does not mean it continues to be relative long after publication. Yes, headlines and major news releases can never be undone, but does that mean that every single one stays significant? News articles, current pop culture trends and recent statistics are all a no go and act as examples of content that won’t live on long past their publication.
So, what are genuine examples of Evergreen content? Topics with no expiration date that can always stay of keen interest to your audience. Formats might include; top tips, ‘how to’ tutorials, product reviews or even videos. If I’m writing a blog post targeted to office workers’ then top tips on how to keep an organized desk could be a piece of content that wouldn’t lose its relevance. Other topics, almost as old as humanity, can include; weight loss, romance, food, parenting or pet care.
A problem many people find with Evergreen content is the difficulty producing a piece that hasn’t already been covered elsewhere. Content is often so repetitive that not only is it plain boring but frankly we’re driven almost to insanity. There’s only so many times you can read about the top 10 failing New Year’s resolutions of motivated gym goers, dieters and smoking quitters before you shut down the web page and resort to a chocolate bar. (Guilty). If you want to produce an interesting piece of Evergreen content, then start thinking outside of the box. Choose unique perspectives with lots of attention to detail to give your content an edge.
Although providing evergreen content can be tricky due to the industry forever changing and evolving, the benefits will always be worthwhile. The content can be reused helping ease future workload. It can also help to increase site traffic, enhance social shares and boost keyword rankings to name a few! Even personal posts about your experience and skills would list as an example of evergreen content. This would help make you appeal to employers and guide you into a successful career within the world of PR.
It is essential that any content strategy takes into account a full range of writing styles and evergreen content is no replacement for frequent, up to date and relevant information. However, innovative content that doesn’t quickly become outdated is efficient and especially useful to ease workload during busy times (Christmas for example). Building an effective, gestalt content strategy is key to success in content creation, ensuring that your content is relevant and trending.