How to create evergreen content that lasts for years

Written By Fraser McCulloch

Traditional marketer specialising in keyword research, SEO content plans, and content briefs. Has-been Scottish golfer. 

To build an audience that loves your brand, you need to create evergreen content.

But what does that mean?

Well, it means creating content that people will still be talking about 2 or 3 years from now.

In this post, we’ll look at what it is, how to create it and some examples of evergreen content.

We’ll also talk about why they work so well.

What is Evergreen Content?

Evergreen content is any content that will still be relevant in the future.

For example, people are always going to be starting new businesses.

This guide to business ideas has been generating organic traffic for 4 years, with very little seasonality.

Why evergreen content is important

Evergreen content is a core component of a successful website’s content marketing strategy.

  • Consistently generates links.
  • Ranks well in search engines.
  • Great for SEO.

As long as you keep your evergreen articles updated, they will earn organic traffic.

Here’s how to write evergreen content.

Steps to producing long-lasting content

Below are some key steps to producing content that will last years.

Some general rules for writing evergreen content don’t always hold; you are at the mercy of the external market and consumer factors.

1 Find keywords with search volume.

For example, when using Ahrefs, check for consistent search traffic and clicks.

Those charts help you identify any seasonality or declining keyword trends.

2 Check for a positive trend over time

The best way to determine if something is trending is to look at a graph.

You can use Google Trends to look for positive trends or a tool such as Exploding Topics to identify upward trends before they happen.

For example, you can see the upward trend for “podcast camera.”

Podcast camera trend: source: Explodingtopics.com

However, a significant drop in the middle of 2021 is something to be cautious about.

3 Check for user intent

User intent is what the user wants from a page after clicking a search result.

Before choosing a topic to target, look at the SERP volatility within Ahrefs Keyword Explorer.

When rankings jump up and down like this, it’s probably not a good query to target.

Types of content that are evergreen

There may be others, but these are the kinds of articles that tend to stick around for years.

How to for beginners

A how-to guide is an instructional guide that teaches someone how to do something.

How-to guides are used by marketers who want to build their audience.

For example, my son is a skateboarder, and most online shops have informational content for their customers.

I love this “Skate Skills” section on the Route One website, a series of instructional lessons for skaters.

How to for advanced users

However, if your target market is those who want to be advanced or expert users, creating how-to content can last for years.

I used link-building software from Postaga; their software is intuitive and easy to use, but they publish blog posts with advanced tactics.

How to checklist

A how-to checklist lists all the tasks you need to do to get a result or outcome.

For example, here’s my keyword research checklist.

Each step is sequential, and a checklist is associated with each step.

Not only does this page earn my website traffic, but it also earns backlinks and subscribers.

List Posts

A list post is an article where you create a list of items, products, tips, services or resources around a topic.

A good example would be a list of top 10 tips for getting more followers on Instagram. 

According to OrbitMedia, a list post is the 2nd most popular type of content marketers produce.

They allow readers to discover new resources about something they may already know about.

For example, a growing digital marketing trend is AI; any new AI tools added to an already created list keep readers engaged and the topic relevant.

Be the source with original research.

Investing in your primary research is hard, but it’s worth it. 

You can do it yourself without the help of big companies, and your research is unique, exclusive and powerful. 

You may not have other people’s resources, but that doesn’t mean you need them.

  •  You can use Google Forms, Survey Monkey and Typeform to set up a simple survey with a few questions.
  • Send out an email to your customer database.
  • Capture the data, publish the results, and you have original research.

Curate Statistics

If you know where to look, you can find statistics about your industry; I compiled statistics about Google search results.

These statistics were sourced from other websites and curated on my web page.

Case studies

Case studies are great because they allow you to provide real-life examples of your product or service.

Confession; the case studies on my website are years old but as relevant today as they were back then.

They’re easy to write and give potential clients a better idea of the results you can deliver.

Guides

A beginner’s guide is like a tutorial.

It’s designed to teach someone how to do something.

In other words, it’s a quick-start guide that helps people learn how to do something quickly.

For example, I am considering “A Guide To Getting 1,000 Twitter Profile Visits in 30 Days.”

I’ve been on Twitter for 14 years, and it will be here for years, hence an evergreen topic.

It’s far easy to get 1000 Twitter profile visits for a new account than 1000 organic visits in 30 days to a new website.

Testimonials

The best way to generate testimonials is by asking people who’ve used your product or service if they’d like to share their stories.

This will allow them to tell others about their experience and influence aspects of your business.

Reviews

A customer review is when someone writes a product or service review online.

These reviews help businesses gain credibility and trust among customers.

Once you have a solid foundation of evergreen content, you need to ensure that your content is high quality.

Reviews are one of the best ways to do it if you’re looking to build subscribers or your email list who will buy from you later.

They give people information they want and trust, making them more likely to buy from you.

Fresh content matters

I work with several financial-related websites where legislation in their industry changes regularly.

If they are providing out-of-date tax rates or allowance, they aren’t providing up-to-date information.

So they need to keep their evergreen content, e.g., a guide about capital gains tax, fresh with the latest allowance and tax thresholds.

How do you keep content evergreen?

There are two main ways to keep content evergreen.

1. Periodically review the traffic to each page; compare it with last month and last year.

2. Have a content refresh plan to update and refresh content every 3 or 6 months.

Final thoughts

Evergreen content is content that continues to attract new readers long after its initial release. It’s content that doesn’t go away because it has value to users searching for information about topics that don’t change much over time.

In this post, I looked at how to identify and create evergreen content that can build authority and increase traffic.