How to Incorporate an Evergreen Content Strategy into Your Blog

To introduce your publication to new readers (and keep them coming back), producing and promoting evergreen content is a must. Timely content is great (and there are ways to modify your timely content so it can become evergreen), but you’ll need to incorporate both in order to have a successfully implemented content strategy.

Think of content in terms of running. Timely content is like a sprint—you must write it quickly, it’s over before you know it; there is only a small window for share-time. Evergreen content is more like a marathon—it takes more energy, can last a long period of time; it can be shared all year round. And just like a sprint and a marathon, there are different spikes in traffic. Sprints or timely content will cause a sudden spike in traffic over a period of a few days. A marathon or evergreen content will create consistent, static traffic over a period of years. As a runner, you’d train for both. As a publisher you’ll need to prepare for both.

Together, these styles complement one another. An evergreen content strategy can complement timely news by keeping a constant level of traffic—rather than huge high and low points—whereas timely content can create a sense of urgency and relevance to the site.

Benefits of Evergreen Content

  • Improved search engine rankings
  • Consistent, marathon-like traffic
  • Easily converts timely content
  • Can be updated to sustain shelf-life for years
  • Easy to adjust and plan your editorial calendar

Evergreen content is a must-have for any company (see: above). Of course, there are many types of evergreen content to incorporate in the editorial calendar. It’s best to use a combination of types. After reviewing analytics, see which types have worked best for your blog (and your budget).

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Types of Evergreen Content to Use

By Emily E. Steck

Evergreen content is very effective because it is ageless, timeless and useful and brings tons of traffic overtime. Here are the types of evergreen content to use for your company.

  • FAQs

    By Emily E. Steck

    Frequently Asked Questions are a great way to introduce your audience to the product and industry. It also makes you think of questions your customers may have about your company.

  • History & Timelines

    By Emily E. Steck

    History is not going to change any time soon, so it's a safe bet to prep it as evergreen content. Timelines are especially effective if you want more visual content. 

  • Tips & Tricks

    By Emily E. Steck

    Use a number (preferably odd) and start listing tips and tricks for what your company knows best. The shorter the tips the better, but still have a large amount. For example, "101 Tips to…"

  • Curated Resources

    By Emily E. Steck

    Compiling a list of curated content relevant to your industry is a big boost to your blog (thank to SEO & linking). Create round-up posts of certain subjects like the best/worst ads this month.

  • Informational & Encyclopediac

    By Emily E. Steck

    This best fits into the "everything you need to know about this" category. This is where you can explain key topics, terms and introduce subjects to novice readers. 

  • How-To

    By Emily E. Steck

    Probably the most popular evergreen content, how-to guides are useful, instructive and great for search results. Just remember to keep these how-to guides timeless, yet specific. 

There are other iterations of evergreen content, but they cover the same beats. It’s important, however, to stay away from timely references, events and more when writing evergreen content. Stay away from citing statistics, dates, recent cultural events (the past Olympics) and future speculation.

Evergreen Content & Timely Content Should Work Together

The biggest mistake when creating and distributing evergreen content is to date it with timely references. That doesn’t mean your content strategy shouldn’t have evergreen and timely content work together. The two should work together like a marriage

One way to have the content work together is to carefully consider strategy. How can your evergreen content reflect timely conversations? How can you incorporate evergreen pieces in your timely content? Think about how you can write timely content about current conversations like feminism, race, gay rights, sports controversies and then recycle that content. Well-strategized timely content can then be recycled into evergreen content.

How To Strategize Timely Content

By Emily E. Steck

Good content is worth sharing. Here are some tips to strategize, write, publish and share timely content.

  • Understand Your Market

    By Emily E. Steck

    What does your publication stand for? What kind of content do you publish? Who is your audience? Before you strategize and execute, overlook what it is you do and why you publish specific content.

  • Study the News and Its Discussions

    By Emily E. Steck

    Break down stories to their bare minimum. What are they about? Why are people talking about them? What are they saying? Understand the story and why it is important.

  • Combine It with Evergreen Content

    By Emily E. Steck

    Take your manifesto and apply it to the most basic stories. Think about how you can write timely content about current conversations like feminism, race, gay rights, sports controversies, etc. Do it.

  • Publish Timely Content in a Timely Matter

    By Emily E. Steck

    Remember, you need to publish it in the peak of the conversation in order for people to share it. Good news is: people will want to share it a.) if it's good b.) if they respect the publisher.

  • Timely Content Becomes Repurposed Content

    By Emily E. Steck

    After the fuss is over of the latest news cycle, remember that timely content can become re-purposed content, tweaked as evergreen content or edited for future use. Remember: time is a flat circle. 

On our blog, we try and mix the two so that they work together. Within timely posts, we may link to informational posts from our evergreen content. Within evergreen content, we may take segments from longer timely posts to create a history of something.

Examples of Quietly evergreen content:

Examples of Quietly timely content:

Now that you know what evergreen content is (and how it needs to work with timely content), it’s important to start a strategy. Here’s your very own starter-kit and checklist to consider for creating your own evergreen content strategy.

Checklist for Evergreen Content

  • Is the headline clickable? (But not clickbait)
  • Is it timeless?
  • Is it quality content?
  • Does it supply a simple answer to an introductory question?
  • Is it written for a novice or beginner?
  • No timely and/or dated references?
  • Is the headline keyword and discover friendly?
  • Are you using plenty of internal linking to relevant and popular articles, including your own?
  • Are you writing for SEO?
  • Can it be updated in the future with minimal changes and additions?
  • Is it shareable all year-round?

Image Credit: Death to Stock Photo

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