Evergreen Content: A Guide to Content That Achieves Long-Term Results

If you’re involved in digital, worked with content marketing or had a hand in a social media campaign, you’ve probably come across the term ‘evergreen content’.

In this article, I’ll be working through the what, why and how of evergreen content so you’re fully prepared to integrate it into your digital marketing campaigns.

Let’s start with a definition:

The Definition of Evergreen Content

Evergreen content is non-time sensitive content that stays relevant and continues to provide results towards your digital aims.

For example, a guide about losing weight would be considered evergreen content, as would how to do long algebraic division.

These are both topics whose content remains relevant and helpful for a specific audience, no matter how old the content is.

If content like this is optimised to continually drive visitors, it will never stop providing results towards a brand’s digital aims.

Here are a couple of examples of evergreen content from around the web:

Any Wikipedia Page Instructional Videos (like this WikiHow Example)

What Evergreen Content Isn’t…

Not everything can stand the test of time, nor can every piece of content.

Even if you publish a blog, video or podcast and leave it online indefinitely, that doesn’t mean that it’s evergreen.

Evergreen content is NOT defined by its availability, its defined by its continual relevance.

Content that will be of no use to your audience in the years that follow its publication, cannot be considered evergreen.

A few examples of content that isn’t evergreen include trends, fads, breaking news and time-specific statistics.