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Evergreen Content: What Is It and Why Is It Important?

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Remember that post you wrote on your business’ blog last year—the one you spent so much time working on and felt entirely confident that it would be the “best post ever”? And remember how the hype quickly fizzled out, turning the post into a stagnant page on your website that stopped generating traffic? That may be because it didn’t include evergreen content.

In the realm of content marketing, “evergreen content” is one of the most popular buzzwords, and for a very good reason.

What Is Evergreen Content?

Put simply, evergreen content is content that stays fresh and valuable for the foreseeable future. Think of it as an evergreen tree—it stays green any time of the year, for years on end, regardless of the weather. In other words, it’s content that is timeless and relevant. It doesn’t key in on a specific event in time, a seasonal offer or special, or any other piece of information that will no longer be relevant in a few days, weeks, or months.

So, Why Is Evergreen Content Important?

Sure, you probably already know that you need to produce fresh, relevant content to benefit both your SEO and business growth, but take a second to think about why an existing or potential customer would search for your business online.

Ever hear of the phrase “quality over quantity”? Well, the same idea is true when it comes to search rankings. High-quality content that sticks around for a long time tends to perform better in search engines than short-lived articles. Piggybacking off of this concept, higher search rankings can lead to increased traffic to your website—which is why you decided to take on a digital marketing campaign in the first place, right? All in all, there are a lot of benefits to sharing high-quality, timeless content.

How Can I Create it?

Put yourself in your customer’s shoes. Go online and do a quick search for a question relating to your industry. Is anyone else looking for an answer to that specific question as well? What other common questions can you think of that your audience wants to know more about? This is just one way you can you can begin to create evergreen content for your brand.

It’s true, there are many moving parts and research pieces required when creating evergreen content, and it sure can take some time. As a business owner, you should be focused on your running your business—so leave the evergreen content creation to us! Learn more about how we can use effective blogging and company updates to give your business maximum visibility on the Internet.