I often get asked: what exactly is ´evergreen content´? Well, put simply, it´s the opposite to time-sensitive content; it´s a piece of writing that won´t go stale any time soon and will remain useful and relevant for many months, or years, to come.

I came across an insightful blog post on Business2Community which refers to evergreen content as ´evervalue´ content. According to the article, evervalue content is the future. Good traffic growth, it says, comes from publishing material that is both timely and relevant.

It´s essential that content adds value every single time – hence their coining of the term ´evervalue´. The question is: what do users actually value? Business2Community suggests that we should be educating – teaching our audiences something new and adding “strings to their bows”. Think ´How to…´ guides, ´Tips on…´, FAQs and so on. This type of content will keep your audience coming back time and time again.

Not only will your customers see you as a source of information, but Google will appreciate it, too. The real test of content is down to its ability to withstand the test of time and the search engine is now rewarding evergreen content that is valuable, insightful and helpful.

Are you producing regular evergreen content as part of your content marketing mix? If not, you could be missing out. Sometimes there are just not enough hours in the day to produce this sort of material, even though you know how important it is to your brand´s success. That´s where we can help: M2 Bespoke are a dedicated team of content generation specialists and can help with all your online content needs – from evergreen articles and blog posts to infographics, white papers and more. Contact us today to learn more about our services.

Ben Hollom

August 15, 2014