What is Evergreen Content?

 Optimized and quality content improves the visibility and reputation of a site. Among these contents, some make the buzz. They are consulted and shared but this popularity is ephemeral. There is also so-called timeless content called #EvergreenContent.

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Evergreen Content takes its name from evergreen trees (which stay green all year round). What is Evergreen content? What are its characteristics and strengths? Here's everything you need to know about these non-perishable items.

What is Evergreen Content?

Betting on Evergreen Content means choosing to produce timeless articles to improve the visibility of a site or blog in the long term. These contents must be:

  • interesting,
  • informative.

They are the opposite of promotional or seasonal content (les Maronniers).

Integrating Evergreen content is an essential step in a content strategy. More than promotional content, this non-perishable content generates leads and improves the conversion rate.

They can be for information purposes (articles) and even represent added value (ebook or white paper to download).

How does Evergreen content stand out?

Evergreen content (or perennial content) is recognizable by its educational side.

You will not find terms referring to a period or event such as "holidays", "promotions", "Mother's Day", etc.

This type of content is shared over time, which is why it is well referenced by search engines. Good Evergreen content is also and above all content that is easy to understand.

It must provide an answer to the reader.

4 examples of Evergreen content

1. Frequently Asked Questions or FAQ is a good example of Evergreen content

Answering questions from your audience is one of your main tasks. If your sector of activity no longer holds any secrets for you, this is certainly not the case for your readership.

It is therefore essential to answer all the questions, even the simplest ones, in order to convince your future customers.

Answering questions from Internet users is not limited to your activity and the products and services marketed. Additional issues also need to be addressed.

For example, if you market air purifiers: address the subject of indoor pollution and its health risks. It is also possible to talk about chemical agents emitted by printers and cleaning products.

The objective is to bring a qualified audience to your site by providing a targeted response.

2. Who are we?

The "About Us" page is a perfect example of Evergreen Content because it does not need to be updated regularly. There are many possibilities for this page such as the presentation of:

  • the team,
  • of the production site(s),
  • desks,
  • or the technologies used,
  • and also tell the story of the company.

For this step, think about storytelling which is very popular with readers.

This content is of great importance to future customers. They put a face behind products, services or more generally a brand.

The "Who we are" part humanizes your activity. It also offers the opportunity to share the culture and values ​​of the company and to talk about the actions carried out with your readers.

3. Another example of long-lasting content: white papers and e-books

Offering complete content in a downloadable version is added value. Depending on the nature of your activity, you can offer:

  • shopping guides,
  • comparisons,
  • and complete files,
  • or even tutorials.

This content must correspond to the expectations of your prospects and customers.

To do this, create personas! In other words, paint a portrait of the typical customer by assigning them characteristics close to those of your audience.

To reach a wide range of consumers, it is recommended to create Evergreen Content for novices as well as for experienced people.

Work well on the titles of these files! They must be impactful and make people want to read the content.

If you offer personal hygiene products for young children: create an ebook on “10 activities to try at bath time”.

If you work in the field of food, offer:

  • "10 fruits and vegetables to eat in the spring",
  • or “Understanding the dangers of salt”.

This type of content is very popular and above all, in addition to being evergreen, it is relayed on social networks.

Good to know :

To better understand the needs of your audience, set up a small form to provide access to download white papers and ebooks. Thus, you collect data that you can then use.

4. Glossary

Depending on the activity of your company, it may be essential to create a glossary.

This allows you to use the vocabulary used in your content, to create an internal network and once again to answer any questions from your audience.

Even if it is Evergreen, the glossary evolves and is enriched over time. It is a major asset for SEO!

Mistakes to avoid with Evergreen Content

The benefits of Evergreen content are undeniable.

However, these timeless articles should not be the only content on your site or blog. They must be supplemented by seasonal and therefore more ephemeral content.

A site or a blog must be alive to be well referenced.

Regularly, it is wise to re-read the perennial content to update and update it. If you have embedded internal and external links, make sure they still work. If this is not the case, the referencing is altered.

The tone of evergreen content should be the same as other content that enriches your site. Even if their presence is part of the time: do not bet on a tone that is too neutral or even distant.

Your personality and company culture should be reflected in all posts.

What to remember about long-lasting content

Evergreen Content is an asset provided you write it well and maintain it as little as possible. It is important to strike the right balance between ephemeral content and permanent content.

Regularly, do not hesitate to communicate on one of your Evergreen contents to revive the interest of your audience and even attract a new one.

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