What Is Evergreen Content?

Evergreen content provides lasting value by maintaining strong relevance and performance well beyond its initial publication. A lengthy, prosperous shelf life can span many months or many years when the content addresses fundamental topics, questions, or informational needs that remain important to audiences over time. It has no expiration date, and provides high ROI with minimal effort beyond its initial creation.

This type of content can also be understood in contrast to its opposite, time-sensitive or “timely” content. While timely content may focus on trending topics or announcements, evergreen content goes beyond the here-and-now. For example, a blog post about a company’s new software update is might generate considerable buzz for several weeks. But an article that explains the customer problem this software solves will have more longevity, maintaining steady traffic over time.

Examples of Evergreen Content

This type of content is defined primarily by the topics it covers, which provide lasting value and remain relevant over time. Examples of these topics can include:

• An eBook that covers four key principles of effective communication
• A blog post explaining how to master the practice of setting S.M.A.R.T. goals
• An article on best practices to optimize customer experience with data
• An infographic illustrating the buyer’s journey

 

Certain content types also lend themselves more to long-term value. These content types may include:

• White papers
• eBooks
• Glossary terms
• Templates
• Case studies
• How-to guides and blog posts, such as this guide from Hubspot

 

Benefits of Evergreen Content in B2B Marketing

Producing evergreen content is an important component of any B2B content marketing strategy. Its many benefits include:

• Higher search engine rankings for important topics relevant to your business
• Steady organic traffic, via search and backlinks, over the long-term
• Increased brand awareness
• Increased buyer trust, positioning your organization as an authority on key topics
• Lower-cost lead generation than paid marketing efforts
• Relatively low upkeep and long-lasting value

Talk to Tendo

Tendo Communications excels at creating high-quality, SEO-optimized evergreen content that helps you meet your marketing goals. We also perform content audits and scoring that can assess the quality and performance of your entire library of content, including its balance of evergreen vs. timely content, among dozens of other potential factors. To learn more about these services, contact us today.