Find out what evergreen content is and how to use it in your marketing strategy! – WAU

Evergreen content is a type of material that deals with timeless themes, remaining relevant for a long time after its publication. They are also called “always green”.

Even if you have never heard of evergreen content, you have certainly found and read several.

This post, by the way, is an example, and we will talk about it in several moments to follow.

Let’s say that one day you had to look for a video that taught “how to change the car’s tire” and found two options: one published in 2005 and another last month.

Comparing just that information, what do you think would be the video that would teach you how to change the tire?

It probably wouldn’t make a difference, right? After all, the tire-changing technique hasn’t changed for a long time.

That’s the main feature of evergreen content, or perennial content, as it is also called.

In fact, much of the content you read, hear or watch over the internet can be classified as evergreen content, especially if it is introductory or practical content.

This type of content is an option that cannot be lacking in any Content Marketing strategy. So we wrote this post with everything you need to know to get started.

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What is evergreen content

Evergreen content is a type of material that deals with timeless themes, remaining relevant for a long time after its publication. They are also called “always green”.

In addition to this type of content, there are also news or opinion content. On our blog, you can find examples of both.

When we write about recent changes in the Facebook algorithm or what’s new in Google Keyword Planner, we are investing in news content. They are important because they bring current issues, commented on in “real time” by our team of editors.

With this, we attract the public that is looking to keep up to date on social media, SEO and other subjects related to Content Marketing.

On the other hand, we have content such as this introduction to Digital Marketing or this other on how to create a blog.

They were written over a year ago, but if you want to learn about Digital Marketing or start a blog, using these articles you will still find relevant and totally current content (even more because we always update our content).

These last two examples are evergreen content.

With them, we are attracting the public that is studying digital marketing, looking for more complete content about a concept or a practical guide of the first steps to have a blog.

It is possible that this same audience also wants to keep up to date and consume news content. That is why, it is important to combine the two types in your Content Marketing strategy.

In literal translation, evergreen means “always green”. The contents bear this name exactly because they never grow old, that is, they have an indefinite or at least very long expiration date.

It is content to last at least 2 years, but preferably even longer than that.

News content, on the other hand, has a short shelf life. But they are still important, since they usually bring good results immediately.

Why evergreen content matters

The main premise of Content Marketing remains relevance.

By frequently creating and disseminating content that is relevant to your persona, you are attracting potential customers on a recurring and sustainable basis.

Evergreen content plays a key role in this strategy, for four main reasons:

1. Reinforce your brand authority

Knowledge and authority are inseparable: whoever has one, ends up having the other.

Brands that demonstrate and share this knowledge are seen as more reliable by the public, which naturally translates into more sales for the company.

At this point, perennial content is essential.

That’s because they can be both conceptual and introductory to a given subject, as well as practical guides and recipes. In either case, your brand is offering knowledge without expiration date.

It is something that readers will remember for a long time and, when that happens, they will immediately associate it with your brand.

This association reinforces its authority, placing its brand as a reference on the subject.

How to build advocates for your brand

2. Has a high potential for earning links

Authority is so important that it is one of the main criteria that Google uses to calculate the ranking of pages and order them in search results.

To estimate this authority, Google looks at the quantity and quality of links that the page receives.

Having many links pointing to your page – and that these links come from several other pages with authority – is one of the most important factors for SEO.

When it comes to earning links, evergreen content has two great virtues:

  1. As it can be a well-grounded conceptual content or a practical guide, it becomes relevant to a very wide audience. Other pages that want to deliver quality content will want to reference your content.
  2. As he doesn’t age, he will keep earning new links for longer, which will continue to increase the page’s authority.

Basically, they help to achieve quality and quantity of links!

3. Attracts more visitors from Google and other search engines

You may have heard of the keywords long tail.

They have less search volume but because they are more specific, it is easier to stay in the top positions in your results on Google.

Adding clicks month by month, they end up generating more traffic in the long run.

Evergreen content is not always crafted from long-tail keywords, but they perform very similarly. Because they are perennial, they will always be sought after by the public.

At the beginning of this article, I mentioned that he himself was an example of evergreen content.

For a long time, people looking for what it is and how to produce evergreen content will find this post. (Well… maybe even this is your case right now!)

To obtain these results, in your keyword strategy, it is interesting to optimize your evergreen content to remain at least on the first page of Google.

Thus, you continue to attract visitors on a recurring basis for a long time.

SEO 2.0 Guide

4. Helps to segment your leads

News content usually attracts people of different interests, but with a common feature: they want to keep up to date, keep up with market news.

On the other hand, perennial content helps map the topic of greatest interest to each of your leads. As they are more explanatory and conceptual articles, they attract people who want to learn more about that subject.

By offering rich material (preferably evergreen too), you convert those interested in leads and according to the theme of the downloaded material, you can segment leads by subjects of interest.

So, when it comes to nurturing these leads in future campaigns, you already know what topics to address to advance them through your sales funnel.

Evergreen content on social media

It is not only through Google and other search engines that perennial content helps to attract visitors to your page. Social networks are also a valuable channel for this type of content.

Given this information, you may be wondering:

“If social networks are known for interacting in real time, how can they help to disseminate content without an expiration date? Shouldn’t I just post the latest content? ”

The answer lies in the importance of building an audience on social networks.

One of the best practices for building that audience is maintain a frequency of posts.

Profiles that appear to be abandoned, rarely posting any new content, are unlikely to be able to grow and gain public engagement.

It is true that social networks have different characteristics in relation to content and interaction with the public, but in all of them, it is important to meet a minimum frequency of one post per day.

That’s where evergreen content comes in:

As they are perennial, they can be reposted from time to time, at different times and days of the week.

This tactic has everything to do with the “real time” character of social networks, as it reaches people who may not have seen the previous disclosures of their content because they were not online at that time.

Result: you attract more visitors to your page!

In another article, we talked about rule 4, 4, 4: promoting the post 4 times, 4 days a week and 4 different times, with a spacing between dates, so as not to tire the public.

It’s an excellent tip to start structuring your posting schedule on social media.

Over time, you can test different schedules and frequencies, evaluating the results and adjusting your strategy to what works best with your audience.

Social Media Marketing Kit

How to get evergreen content ideas

The main characteristic of perennial contents is that they remain current for some years.

But with so many changes in behavior and new technologies, how can we find agendas that last?

Again, the first example we can give is this post that you are reading.

We know that almost 70% of companies in London say they intend to increase investment in Content Marketing.

For that, they will certainly need to understand and produce evergreen content. Therefore, we are confident that this post will remain relevant and current for a long time.

This same logic can be applied to the segment in which your company operates to have evergreen content ideas.

There are two main fronts of perennial content: conceptual and practical ones.

Some examples of conceptual content titles:

  • “Which is…”
  • “Everything you need to know about …”
  • “Definitive guide…”
  • “Why should you know about …”
  • “Frequently asked questions we receive about …”
  • “What I would like to know about … when I started.”

To produce these contents, try to define what are the basic knowledge and concepts on the chosen topic.

For example: some practical SEO rules change frequently, but the basis for getting a good position in search results remains the same for much longer: link building, emphasis on keywords, etc. These are the basic concepts that should be in perennial content about SEO.

Regarding practical content, you can use titles such as:

  • “How to make…”
  • “Practical guide for…”
  • “Where to start doing…”
  • “Do it… in 7 steps”

Did you notice that the name of this section of the article is “how to get ideas for evergreen content”? This is another example of practical content that does not age!

For both conceptual and practical topics, “list” posts also have a high potential to become perennial content.

Real examples from our blog:

Again, what matters is to unleash creativity. And if you want to have more ideas of perennial content, use our Title Machine!

Just one more special tip: when opting for practical content, stay tuned with steps that involve the use of tools, as these can also be changed over time. Although the content of your article remains current, it may be necessary to update images and step-by-step instructions from time to time.

Building a library of evergreen content

When in doubt about the meaning of a word, you are more likely to look in the dictionary or (of course!) Google. Sometimes, you know more or less what that word is and have even spoken or written at some point. But when in doubt, it’s worth checking, right?

Now, think about the main terms and concepts related to your segment.

What do they mean?

How would you explain each one to an audience that is still lay?

There, you’ve just built a library of evergreen content! Each of these terms can become a post, an ebook or an infographic.

See our example here in Content Marketing. There are several concepts that have everything to do with our segment: blogs, Marketing, Digital Marketing, Inbound Marketing, social media, among others.

Each of them has the potential to become evergreen content, and that’s exactly what we did!

Bonus tip: start with a glossary!

If you don’t know where to start, here’s a special tip: your first post can be a glossary.

In it, you gather the main terms of your segment and quickly explain what each one means. This glossary will be your first evergreen content!

From this glossary, choose the terms that have the most potential to become the subject of an entire post, and get to work! You now have several ideas for new, perennial content.

Don’t forget: as you publish these new contents, go back to your glossary and add a link to the full post, for those who want to know more about the term.

Marketing Calendar Kit

5 tips for writing killer evergreen content

It is very common, when writing evergreen content, to add, without realizing it, some information with a shorter “expiration date”.

To avoid this problem, we have put together five tips that will help you produce sensational content:

1. Focus preferably on the top of the funnel

Perennial content is usually directed to the first stages of the purchase journey, that is, to the top of the funnel.

At this stage, your potential customers are still learning and finding out about the topic or, if they have already advanced a bit, they are recognizing that they have a problem, without yet knowing how to solve it.

Overall, these people are looking for broader educational content, covering only the basics, the main points of the problem.

This is the ideal time to offer evergreen content, which serves as a “gateway” to this journey and still position your brand as a reference on the subject. Avoid going too deep in that first contact.

2. Write about what is already proven

When producing your perennial content, avoid mentioning trends, recent “discoveries” or possible future paths of the topic covered.

Of course, it is very good to position yourself as an “attuned” brand in the news, which helps to strengthen your authority on the subject, but separate this content for another article. In your evergreen content, you must share only knowledge that is already proven and will hardly be refuted in the coming years.

More advanced knowledge tends to renew quickly, as new discoveries are constantly emerging. The basic concepts, focused on the beginning of the purchase journey, tend to last much longer.

3. Build internal links

Think about the possibilities of attracting visitors to your perennial content.