Creating content for your audience or prospects is an expensive task that requires time and money. Content marketing is one of the most effective strategies for attracting traffic to your site, so we must care for it properly.
For this traffic to be constant and growing, we must follow a content creation strategy of various types: articles, videos, podcasts, etc. The downside of today is that there is so much content that it hardly lasts over time, we quickly devour it and never look at it again.
Therefore, it is ideal that content marketing agencies create evergreen content, content that lasts over time.
What does evergreen content mean?
Evergreen content is content that, no matter how long the information it provides, remains valid. The literal meaning of evergreen is “always green”, that is, content that is always correct, that is always in good condition.
Evergreen content is essential to our content strategy. As it will last over time, it is content that will be valid for many years without the need to modify or update it. This will bring us a constant flow of people to our website since it will surely have searches every month.
On the other hand, seasonal or current content has great potential for visits during the first days, but these end up plummeting when the news is no longer fashionable or no longer interesting.
How does evergreen content work?
Evergreen content can be in the form of an information article, video, or even podcast. For it to be evergreen content that adds value forever, we must look for themes that never or rarely change.
This type of content works very well since it will not only add value, but it will spend a long time receiving visits and potential customers. It will stay in the SERPs of Google for a long time and if it is good content it will end up rising in positions.
Evergreen content examples
To make it clear that it is evergreen content, I am going to use Google Trends. It is a tool that allows us to quickly see what content is seasonal or short-lived and what is content without an expiration date.
We are going to use two similar searches with a completely different seasonality as examples.
In this first graph, we can see the volume of interest throughout the time of the search “what to do in New York”. As you can see, it has small ups and downs, but it remains constant.
If we make a content telling what to visit in New York, where to go etc, it will be valid information for a long time, since the places of interest are not going to change from one day to the next. This content is evergreen as you may have already deduced. Now let’s see another example.
Now we have introduced in Google Trends “what to do in summer in New York”. As you can see in the graph it has a huge peak of activity during the summer months, but then it falls to 0 for a long time. Once summer approaches, it has something of interest again.
The difference between the two searches is the word summer. The second search responds to the user’s intention during the summer, what plans to do or where to go in this season of the year. However, the first search answers what to do in New York at any time.
Advantages of evergreen content
- It is content that continues over time.
- Always adds value without the need to modify it or add information.
- It saves us time.
- Constantly attract traffic.
- Helps you position for the long term.
- You are more likely to be linked through this content
Should I only write evergreen content?
The answer is a definite no. Current and trending content is as necessary as evergreen content, both types have a place in a content strategy.
Current or trending content will help you to retain the visitors you already have and to get a large volume of others who do not know you. Also, it will surely be lighter and easier to write content.
Therefore, you must find a balance in your content strategy between evergreen and current content. If you can find it, you will get the advantages of both.
