We just wrote about topical content, which touched on evergreen content slightly. So, what is evergreen content? If topical content is on current events or things that are trending, then evergreen content is just the opposite. It’s really stated in the name, evergreen. Like the evergreen trees, evergreen content lives over the long periods of time and is not time sensitive. If topical to evergreen content creation ratio is 1:4, then what are some key reasons to create so much more evergreen content over topical content? Well, first it will continually drive traffic to your sites, it will improve your SEO and position your brand as an industry leader. Some common examples of evergreen content are tips, FAQ’s, tutorials/guides, testimonials/case studies, check lists, common mistakes to avoid, resources for your industry (books, podcasts, experts), definitions of terms and phrases, history of your industry, etc. These things don’t go out of style or change very often. Pretty sure you get the idea by now. So now, let’s get into the nitty gritty with the pros and cons of evergreen content.
PROS:
1. Brand authority: just as topical content can do, it also will increase your brand’s authority by showing that it cares about your audience through content that lasts over time and isn’t fleeting.
2. SEO increase: if the evergreen content is on your website it will increase its SEO over time. This is something that topical content cannot do because it is short-lived and although it may also stay on your site, it will not increase traffic once that topic has gone out of style, so to speak. Evergreen content is relevant long after trends come and go and therefore, will improve your SEO in the long run.
3. Ideal for entry level: evergreen content is fairly easy to produce for how-to guides, resources etc. It can require little time to write, create and get out into the world.
4. Stands the test of time: like the evergreen tree, hence the name, this type of content stays relevant for long periods of time. You can add small changes to it, if needed over time, to keep it up to date with the newest information periodically.
CONS:
1. You can run out of ideas: unlike topical content that stays fresh all the time, evergreen content is something that lasts. This can make it difficult to come up with new ideas down the road.
2. Success will be slower: topical content creates short drives in traffic due to the trending nature of it whereas, evergreen content traffic is slow and steady. But remember, who won the race, the tortious or the hare? This will require a little patience from your brand in the beginning.
3. Expert content is often too narrow: if writing advanced content, a few things can happen here. 1. It’s perfect for advanced and intermediate. 2. It’s too basic and not advanced enough. 3. It’s too advanced. No one, not even the advanced audience understands. This is a tight window of getting the porridge just right, so to speak. So, content creators must be careful here. While evergreen content is great for beginner audiences, it can be tough to cater to the advanced group.
Now, you can see how evergreen content is crucial to your brand’s success over the long haul. As we said in our previous article on topical content a mix of both is necessary to creating both short- and long-term interests. Both have a place in your marketing and advertising strategies. Very few brands operate solely on one type of content and omit the other, even news channels. If you set a schedule for topical refreshes in your evergreen content strategy and consider doing so every week. No matter what type of content you are creating you now have a quick go to guide on how to mix up your topical and evergreen content strategies. Happy creating!
