What is Evergreen Content?
Evergreen content is any form of media- photos, videos, articles, surrounding a brand or product(s) that are timeless. These types of content continuously deliver value to the customer, regardless of which stage in their consumer journey they are in.
These content pieces have a lot more longevity than their trend-based counterparts, and often address things like Frequently Asked Questions (FAQs) and pain points within your target audience.
This continuously provides engagement and value to the community, driving a consistent level of traffic and conversions long after the initial publication or live date.
How to Create Evergreen Content
As you can imagine, creating high-quality content that can stand the test of time requires careful planning, research, and of course, creativity.
To help, here are our top tips when it comes to conceptualisation and execution:
- Identify Timeless Topics
Brainstorm a wide variety of topics that are relevant to your industry. Think of the ones that address common questions, challenges, and the educational needs of your audience.
For example, what’s the key difference between this product, and another one in the collection? What kind of effects can customers expect, and what key differences are there between end results?
- Craft Compelling Storytelling
Find new and innovative ways to weave your topics and statistics into narratives that speak to your target audience’s needs and desires. Convey your message with different styles of storytelling- from short and sharp edits to more well-paced, emotionally-driven tones of voice.
Experiment with different ways to speak to your target audience, and take a step back to evaluate which one works the best.
- Optimise for SEO
Start to establish links with relevant keywords, meta descriptions, and internal links within your website to boost the visibility of your content. By focusing on valuable information, and solving problems for your audience, you would also be organically increasing your website’s ranking on search engines such as Google.
Visual Deliverables for Evergreen Content
Evergreen content can come in many forms, but here are a few key visual deliverables that we always consider:
- Infographics
Summarise and consolidate information into a visually appealing graphic to facilitate understanding. You’d want the viewer to be able to absorb relevant information quickly, without feeling overwhelmed.
- Carousels aka Decks
Design and refine comprehensive slides that help provide insight on popular topics. Don’t shy away from including things like statistics, and actionable takeaways for your audience.
- Video Tutorials
Break down common topics into explanatory videos that demonstrate things such as product usage, troubleshooting tips, or industry best practices.
- Interactive Guides and Quizzes
Having some form of guide or quiz to help a customer make a decision is both empowering and helpful. You’d want to think about value-adding every step of the customer journey, and finding new and innovative ways to deliver valuable information that can’t be found anywhere else.
Real-Life Examples of Evergreen Content Success
- Ultimate Guides
An e-commerce store specialising in outdoor and camping gear develops an all-in-one guide, covering everything in the niche from tips on equipment selection, to campsite safety and meal preparation.
This guide becomes a cornerstone on their website, with content being expanded onto their social pages, driving steady traffic to their retail collection throughout the year.
- How-to Videos
A sole trader who offers home improvement services creates a series of DIY tutorial videos on basic repairs and renovations. The business owner doubles down on this by creating infographics and carousels that can be easily reshared and tagged across different social platforms.
The videos continue to deliver value to his target audience of homeowners, positioning him and his brand as an expert in the field, attracting inquiries (and bookings) over time.
Evergreen content is a long-term investment for any business or individual looking to set themselves up as an authority within their niche. By taking the time to create valuable, engaging content, you are establishing your brand as a credible source of information. This allows you to drive traffic to your website, ultimately boosting conversion and revenue.
Want to get started with evergreen content?
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