What Is Evergreen Content? (With Types and Helpful Tips)

By Indeed Editorial Team

Published November 28, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

You may research evergreen content ideas if you use search engine optimization (SEO) in your role or when helping a business with web marketing. This content aims to remain relevant long after its publication date and continues to drive traffic to a company's website. Understanding what evergreen content is can help you create it for marketing and promotional purposes. In this article, we define evergreen content, highlight its benefits, list some types, and provide helpful tips for creating it.

What is evergreen content?

Learning the answer to "What is evergreen content?" can help you understand its importance to content marketing and why many companies focus on creating it. Readers continue to derive benefits from it long after its publication, and its search traffic, which refers to the number of visitors to a website from search engine results, generally grows over time. These important benefits are why many companies focus on creating it.

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Benefits of evergreen content

Companies typically derive numerous benefits from creating evergreen content, including:

Increases website traffic

Website traffic refers to the number of users who visit a particular website at a specific time. Having evergreen content can increase the number of visits to a company's website and the average time users spend interacting with a particular webpage. This leads to high traffic, which has multiple benefits, such as converting visitors to customers and increasing a company's customer base without additional marketing or advertisement expenses.

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Increases search engine ranking

Websites with content that is always in demand may rank higher in search engine result pages (SERPs) than those whose content is relevant for only a specific period. Higher-ranking websites typically get more visitors, which can result in higher sales and greater success for e-commerce businesses or those that offer a particular service. A higher-ranking website may also receive more backlinks from other websites, which can further increase its relevance and help it retain its high-ranking status on SERPs.

Drives prospects to the sales funnel

The sales funnel shows a potential customer's journey as they attempt to purchase goods from a business. One important benefit that evergreen content provides is directing prospects to the sales funnel to begin the sales process. It encourages them to try the company's products and services, and they may also refer their family and friends if they derive satisfaction from these products.

Enhances brand authority

Evergreen content can also potentially enhance a brand's reputation and establish it as an authority in its industry. By providing useful, timeless, and accurate content, the company may attract a stream of readers who share the content with new people. This content also helps companies maintain strong relationships with existing customers and increase loyalty.

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Types of evergreen content

Here are different evergreen content ideas you may consider:

How-to guides

How-to guides or tutorials are informative pieces describing a process from start to finish, using step-by-step instructions. They can cover several areas of interest, including home improvement, career and skill development, baking, fitness, mental health, technology, and communication. Readers of this content type generally look for ways to complete a specific task. This often makes them evergreen, as most instructional videos remain the same for a relatively long period. It's important that you research the topic of the desired how-to content to understand it and include accurate information.

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Product reviews

Product reviews refer to the opinions of customers or other product or service users. These reviews are crucial, as they can influence the decisions of others to purchase a product or service, and they help eliminate their concerns. A standard product review captures the benefits and disadvantages of a product and uses a friendly tone. It also uses simple and relatable language, persuading customers to try the product and enabling them to form stronger connections with the brand.

Encyclopedia entries

Encyclopedia articles and similar entries typically gather information from various sources and present them in an easy-to-understand manner. They summarize the most basic facts about a topic and usually contain citations at the end for readers that need the source or want to further their understanding. As the audience of this article type are often people without sufficient knowledge of the topic, it's important to provide only key details that help them develop a broad understanding of it.

Tips

Articles containing tips for performing an action are another example of evergreen content you may create. A tip is typically a piece of advice or expert information that simplifies how to conduct a process or gives insider information about it. These article types generally contain bullet points, enabling the writer to save time and effort. Search engines also tend to prioritize articles containing bullet points, which can cause them to rank highly and drive traffic to the websites.

Videos

Video content is generally helpful when you want to illustrate an idea or concept. For example, having video content for how to tie a tie may be more effective than developing written content on the topic. If video content for a topic isn't possible, consider using a series of images, such as photos, diagrams, and illustrations, to communicate your message more effectively.

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Tips for creating evergreen content

Here are useful practices for creating evergreen content:

Use basic and clear terms

Develop your content in a way that targets beginners by using fundamental terms. This is important, as experts are less likely to be searching for instructions on broad topics. Avoiding overly technical language can help you foster a better understanding of your content and generate views from a large and recurring audience.

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Optimize the content for search engines

Consider optimizing your content for search engines to rank highly and become an authority on the topic. Find and use appropriate keywords by using keyword research tools or typing a query in a search engine's search bar. For example, typing What is evergreen content? into a search engine typically shows a list of keywords related to the search. It's also helpful to have the keyword in the appropriate locations, such as the title, URL, and throughout the content a few times. You may also hyperlink related internal and external evergreen articles to improve the search engine ranking.

Experiment with different content formats

You can experiment with different content types to diversify your target audience and create content that appeals to numerous people. For example, if you've made lots of how-to content, you may create articles that provide tips or show reviews of certain products. When trying different content types, first determine the company's goals and objectives to ensure your content always aligns with them.

Update older evergreen content

While evergreen content aims to be timeless and relevant, there may be new findings on the topic, new developments, and new articles you can link to for better results. Ensure you update your content to keep your information accurate. Having updated content may also help with SEO ranking. If the content contains a lot of new information after updating it, you may consider promoting it.

Research the search traffic

Before creating the content, it may help to find evergreen topics with consistent search traffic potential. Various applications and software programs exist to check keywords' traffic potential. You may also narrow your content topic to address a specific issue rather than a broad one. Having narrowed topics can ease the writing process and make the content appeal more to beginner readers.

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Repurpose your content

When you create an excellent piece of content, you may find ways to adjust or repurpose it into other formats. Using different formats for the same content may help you reach a larger audience and save time and energy in creating more. Helpful content repurposing ideas include changing webinars to video tutorials, blog posts to how-to guides, presentations to slide decks, and interviews to e-books.

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