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Why Evergreen Content Matters.

by | May 15, 2015 | Content Marketing

If you are a brand, company or person seeking to attract and keep your target audience’s attention online, then chances are you are working diligently to create content. By now, you have heard the phrase ‘Content is King’ a million times and because of it, you are shifting your strategies to include more content (and hopefully in a strategic way). But, what about Evergreen Content?

Evergreen Content is content in the form of blogs, guides, eBooks, articles, etc. – that withstands the test of time. This piece of content doesn’t follow a trend or carries a relevancy shelf-life based on what is happening today. Evergreen Content is valuable to your audience and in turn must be of priority in your content strategy.

A well-developed Evergreen Content will live on and stay useful, helpful and valuable to your audience for decades to come. A great example of an Evergreen Content topic is a blog post about ‘SEO for Beginners’ – why you ask? Because any person being introduced to an industry, product or service will first seek out the what, before they can understand the why. By creating Evergreen Content that is broad in scope yet narrow in topic while fitting for beginners to read, you are positioning yourself for continuous website traffic flow and share-able content that will continue to live on.

The best part about Evergreen Content is the many ways in which it helps you prove your brand/company. Not only are you providing your target audience (both new and current) with quality material but you are also boosting yourself in becoming a definitive source. Distributing content that is evergreen establishes your brand/company as an authority figure, which increases the likelihood of a consumer coming back to you for guidance and solutions.

Evergreen Content benefits your website directly in search engine results. Search engines, such as Google will continue to reward websites that offer high quality, in-depth content that is proven valuable to its readers. This means, higher search results for you in relevant long-tail keywords.

As you can see, your content strategy should include and make priority the development and distribution of Evergreen Content.

Ask yourself, the next time you are working on your content development strategy: Will this piece be just as important and interesting 1 year, 5 years, or 10 years from now? If the answer is yes, then write on.


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