Constantly cranking out new marketing content gets exhausting quickly. Using evergreen content that can be recycled makes the content marketing rat race a little more sustainable. Here’s some approaches for how to create and use evergreen content in your business.
What is evergreen content?
- Topics that you can talk about at any point during the year
- Different from timely content that’s only relevant for a short period
- Evergreen content might change over time, but has a long shelf life
Why is this beneficial?
- It saves you from having to constantly generate new content
- It reinforces the most important themes in your business
- It gives you content to fill in during slower times
- It allows you to plan your content out in advance
How do you come up with evergreen topics?
- Think about the things you talk about often
- Consider what’s always relevant to your business over the long term
- Start with a short list and add to it over time
- These can be educational or promotional
What are some examples?
- Your main product or service offerings
- Your company's core values
- Your team members or company history
- Partner organizations
- Cross-promoting your marketing channels (eg. blog, newsletter, etc.)
- Your main calls to action
How do you use evergreen content?
- Come up with a list of topics
- Write up a blurb that’s easy to share with a link if applicable
- Save this content in an accessible space for your team
- Sprinkle these posts in your content calendar for various platforms
- Revisit annually to see how it needs to be updated or expanded
