Why evergreen content is a must for your small business

Evergreen content is an absolute must for all small businesses and creating this kind of content should be an essential part of your content creation strategy. Having a bank of evergreen content will help save time in your business and provide you with a bank of relevant content that can be shared and repurposed multiple times.

What is evergreen content?

Simply put, evergreen content is content that stays relevant for a long period of time, so it’s still of use to readers months (or even years!) after you’ve published it. The name comes from ‘evergreen’ shrubs, which are long-lasting, retaining their leaves throughout the seasons. It’s basically content that will remain ‘fresh’ over time, meaning it’s still engaging, useful and relevant to your audience in the long term. Examples of evergreen content would include things like how to guides, top tips, product reviews, case studies, frequently asked questions and videos.

What are the benefits of evergreen content?

Evergreen content ranks highly with search engines due to it’s informative nature (Google loves content that is helpful to its users!), making it a valuable part of a good content marketing strategy. Whenever you’re creating evergreen content, always be sure to do keyword research and work into your copy to maximise the benefits. Because evergreen content continues to be relevant long after publication, it should also help to drive organic traffic to your website at a consistent rate over time, which is great for SEO too! Evergreen content will also help to establish you as a topic authority in your field and help your audience to build know like and trust over time. Everyone loves content that is helpful and your audience will thank you for it.

How can it save you valuable time?

Because evergreen content doesn’t date, it’s a huge timesaving tool when it comes to creating content for your business. Having a bank of evergreen content to hand means that you can refer back to it whenever you need to, you’re not having to continually reinvent the wheel and produce content from scratch every time.

Evergreen content does still require maintenance and care though, so do make sure you review any facts, figures and links it contains on a regular basis, there’s nothing worse than sharing content with outdated information and defunct links. But what’s not to love about content that, with a few tweaks here and there, can be shared again and again? Evergreen content often gets more shares than other types of content too, as the topics it deals with are always relevant to your audience, which helps to boost engagement and social media stats.

How to repurpose your evergreen content

It’s pretty simple to breathe new life into your evergreen content by repurposing it in a variety of ways. For example you could take a blog post and turn it into multiple social media posts or content for your newsletter, reuse social media posts by switching out the graphic and changing your introduction, expand articles into a series of blog or social posts, reshare useful ‘how to’ guides on your socials for readers who may have missed them the first time around. We tend to assume that when we share content once our entire audience has seen it, but this is absolutely not the case. Do you see every single piece of content shared by businesses you follow? No? I thought not. You can always look to rewrite and update your existing content to tackle issues from a different angle or provide a new perspective too. The possibilities really are endless.

It may take a little time to create, but once you’ve built up a bank of evergreen content for your brand, it’ll pay dividends in the longer term. Just think how much future you is going to appreciate all the wonderful content you’ve stored up in the bank to repurpose and reuse when you need it. Evergreen content has such longevity that it really is worth spending time getting it right and creating content you can use again and again. If you’d like some help creating evergreen content for you business, drop me an email and book in for a free, no-obligation discovery call. I’d love to hear from you!