Creating evergreen content is a win-win for small business owners – particularly during busy periods like the run-up to Christmas.
Because it can be shared and repurposed numerous times in various formats, without becoming dated or irrelevant, evergreen content offers a fantastic return on your time investment.
You probably already have lots of evergreen content you can repurpose but it’s a good idea to include plenty of this type of timeless content in your content strategy to help you save time and effort going forward.
What is evergreen content?
It’s content that doesn’t have an expiry date. It’s still relevant and valuable to your audience months – or even years – after you’ve shared it.
With a few tweaks, your followers could read the content in three years and still find it engaging, educational or entertaining.
To help your audience, aim to create evergreen content that:
Answers frequently asked questions
Provides industry tips, how-to explanations or advice
Explains industry concepts or terms that may be confusing
Examples of evergreen content include how-to guides, tips, product reviews, testimonials and listicles (such as 5 ways to write valuable evergreen content).
The benefits of evergreen content
Your audience is always looking for answers and trying to learn and evergreen content is always there to help them.
When you create and share valuable evergreen content, such as how-to guides and informative blog posts, you showcase your knowledge and become known as an authority which boosts your credibility.
Evergreen content takes a little time to create but once it’s done you’ll always have an archive of timeless copy to dip into when you need it.
It’s fine to include some seasonal content in your content strategy but you need evergreen content to ensure your blog or social media, for example, has long-term value and doesn’t date to the point of being irrelevant.
If your content is hitting the mark your followers will like, comment, save or share it so check your insights regularly for feedback on what works and what doesn’t.
Evergreen content ranks highly with search engines so if you write an evergreen blog post on your website it will attract organic traffic at a consistent rate over the long term.
5 ways to repurpose evergreen content
There are many ways to reuse evergreen content but here are five ideas to get you started:
Update an old social media caption with a new introduction and graphic
Turn snippets from a blog post into a series of social media captions
Curate social posts on a similar topic into an Instagram Guide. Here’s one of mine.
Create an Instagram Reel from tips shared in a customer email
Refresh an old blog post with updated information, facts or images
Over to you
Now that you understand the importance of creating and repurposing evergreen content, you’re ready to start including plenty in your content strategy.
Take the next step
I can help you create a content calendar packed with evergreen content tailored for your business. Book a free 15-minute discovery call or read more about my copywriting services.
Further reading