What Is Evergreen Content?

If you’ve been following along with our theme for this month, you’ll know we’ve been putting a lens on sustainability in marketing. With that in mind, it would be tragic if we didn’t discuss Evergreen Content.

What is Evergreen Content?

As the term suggests, Evergreen Content is content that is continually relevant for your audience for a long period of time. But wait, don’t confuse something being accessible for “long periods of time’ with it being Evergreen content. After all, you might post a blog and it doesn’t disappear after you publish it, in fact, it might stay on the internet forever but that doesn’t necessarily make the topic and ideas in the blog relevant to a person if they were to read it months from now, does it?

Evergreen Content regardless of the medium of distribution is content that is useful for both the audience and your business beyond the necessity of time it was released. But with the fast-paced consumption of media now and the sheer quantity of content being resurfaced, what does Evergreen content look like in 2023?

Evergreen content can be generated for many different mediums.

Evergreen content on social media marketing might look like posts about your local food business location and general information like telephone numbers or reservations that would only change if you moved your business.

For an e-commerce website on social media, you might make Evergreen around your customer’s UGC photos of your staple products.

Your use case for Evergreen content will expand beyond social too! For your website and SEO, you might create how-to articles on how to operate your products for example, how to clean your make-up brushes, the very ones your brand is built around. You might even add value guides such as nutritional values or a set of videos expanding on just how cool your brand is.

Here are some other examples of Evergreen content:

• FAQs
• Checklists
• How to guides
• Policies
• Celebrity collaborations
• Case Studies
• Industry Resources
• Quotes & interviews
• UGC & Reviews
• Industry resources

and... your  BRAND STORY

Get creative but remember that Evergreen content is something that your audience can use for a long time to come. Aside from the obvious benefits to your audience Evergreen content can be used to elevate a business in so many ways. After all, the reason why we’re even talking about Evergreen content is that we’re discussing how it can be part of your sustainable marketing model. For us, we find that Evergreen content is something we can reuse and don’t have to recreate, saving us tons of time and investment in our content marketing strategies. You can leverage this same methodology to your benefit in more ways than the obvious.

Here are some Ideas:

• Take and save videos and photos of your team and office. You can use this as a B-Roll to fill in gaps in the future.
• Download, tag, and save UGC. This can be used in so many ways in the future.
• Templatize certain images or graphics to fill in the blanks in the future!
• Frequent and Save reviews and customer feedback, screenshot conversation (with permission of course!)

Now you have RAW Evergreen content that you can leverage internally when producing new marketing campaigns because they are still relevant! By doing this, you save time, money, and more importantly, your bandwidth. Don’t burn hours and mental energy over something you can build on with content that you can keep using again and again. Instead, make it a practice to be sustainable when it comes to your efforts and start leveraging Evergreen content to help with the longevity of your marketing efforts.