Evergreen content is an important component of any content marketing strategy, but what exactly is it?
Put simply, it is content which hasn’t got an expiration date.
Writing content for your blog helps your website rank well in search engines. But, whilst some content will only be relevant for a certain period, evergreen content stays relevant and therefore should be targeted at your top keywords. This is because, content which is evergreen has the potential to rank your website higher in search engines than content that has a ‘shelf-life' e.g content that includes information that is time-sensitive.
Some great examples of evergreen content include:
Frequently Asked Questions (FAQ) pages
Product reviews and testimonials
Some examples of content which has a ‘shelf-life’ are:
Content with statistics or data that is subject to change
Pop culture references
Product releases / service updates
We often advise clients to mix up their content marketing strategy so that there is a selection of blog posts which are evergreen and ones that are time-sensitive. This will help with the Search Engine Optimisation (SEO) of your site, which obviously could result in more visitors to your website.
With more people researching companies and products before they purchase, your content marketing strategy is more important than ever. And evergreen content can be the difference between your website being ranked highly in search engines or not.