What is evergreen content? We show you how to create evergreen content on your blog

[shammis606]

Let's say one day you need to search for a video that teaches "how to change a car tire" and you find two options: one published in 2005 and another published last month.

Comparing only this information, which video do you think investor database would teach you how to change the tire?

There probably wouldn't be a difference, right? After all, the technique for changing a tire hasn't changed for a long time .

This is the main characteristic of evergreen content or perennial content , as it is also known.

In fact, much of the content you read, hear, or watch on 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 missing in any Content Marketing strategy . That is why we wrote this post with everything you need to know to get started.

What is evergreen content?
Evergreen is a type of material that deals with timeless themes, remaining relevant long after its publication.

In addition to this type of content, there are also news and opinion content. You can find examples of both on our blog.

When we write about recent changes in Marketing , for example, we are investing in news content . It is important because it presents current issues, commented on in "real time" by our team of editors.

With this, we attract the public that seeks to stay up to date on topics related to Marketing.

On the other hand, we also have content such as this Digital Marketing guide or this other one 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, by reading these articles you will continue to find relevant and totally current content (even more so because we always update our content).

These last two examples are evergreen content.

With them, we attract the public that is studying Digital Marketing, looking for more complete content on a concept or a practical guide to the first steps to having a blog.

This same audience may also want to stay up to date and consume news content. That's why it's important to combine the two types in your Content Marketing strategy .

To better understand the origin of the name, we can make a literal translation: evergreen means "always green" and this type of content is also known by this name. The reason for its name is because these texts never age , that is, they have an indefinite or, at least, very long validity period.

It is content that should last at least 2 years, but preferably much longer than that.

On the other hand, news content has a short shelf life. But it remains important, as it usually brings very good immediate results.

Why is evergreen content important?
The main premise of Content Marketing continues to be relevance. By frequently creating and disseminating content that is relevant to your buyer persona , you are attracting potential customers on a recurring and sustainable basis.

Evergreen content plays a fundamental role in this strategy for four main reasons.

1. Strengthen 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 trustworthy by the public, which naturally translates into more sales for the company.

At this point, evergreen content is essential.

This is because they can be both conceptual and introductory to any given subject, as well as practical guides and recipes. In any case, your brand is offering knowledge with no expiration date .

This is something that readers will remember for a long time and will immediately associate this knowledge with your brand.

This association reinforces your authority, positioning your brand as a reference on the subject .

2. Has high potential to receive links
Authority is so important that it is one of the main criteria Google uses to calculate page rankings and order them in search results.

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

Having plenty of links pointing to your page—and having these links come from a variety of other authoritative pages—is one of the most important factors for SEO .

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

Since it can be a well-founded conceptual piece of content or a practical guide, it becomes relevant to a fairly wide audience. Other sites that aim to deliver quality content will want to reference your articles .
Since it doesn't age, it will continue to receive new links for longer , which will continue to increase the authority of the page.
They basically help you get quality and quantity of links!

3. Attract more visitors coming from Google and other search engines
You may have heard of long tail keywords .

Despite having a smaller search volume because they are more specific, it is much easier to stay in the top positions of Google results.

Adding up all the clicks made month after month, they end up generating more traffic in the long term.

Evergreen content is not always created using long-tail keywords, but it always behaves similarly. Because it is evergreen, the public is always looking for it .

At the beginning of this article, we mentioned that this was an example of evergreen content.

For a long time, people searching for what evergreen content is and how to produce it will find this post. (And maybe you will too!)

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

This way, you continue to attract repeat visitors for a long time.

4. Help segment your leads
News content generally attracts people with different interests, but with one thing in common: they want to stay up to date and keep up with market developments.

On the other hand, evergreen content helps map out 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 topic.

By offering rich material (preferably evergreen as well), you can convert those interested into leads, and depending on the topic of the material they download, you can segment your leads by topics of interest.

That way, when you nurture those leads in future campaigns, you'll know what topics to cover to move them down your sales funnel .

Evergreen content on social media
It's not just Google and other search engines that help to attract evergreen content to your site. Social media is also a valuable channel for this type of content.

Faced with this information, you may be wondering:

"If social media is known for real-time interaction, how can it help spread content with no shelf life? Shouldn't it only post the latest content?"

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

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

Profiles that appear to be abandoned, rarely publishing new content, will hardly 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 comply with a minimum frequency of publications per day.

And that's where evergreen content comes in. Since it's perennial , it 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” nature of social media, as it reaches people who may not have seen your previous posts because they weren’t online at the time.

Result: you attract more visitors to your page!

Promoting an article 4 times, on 4 days of the week and at 4 different times, with some distance between the dates so as not to tire the public, is an excellent tip to start structuring your social media publishing calendar .

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