Evergreen content

Jun 2, 2020 · 2 min read

Going green might not be sexy, but it works

Thanks to Andrew Coelho for sharing their work on Unsplash.

In an industry where the word ‘content’ has become nebulous because of the frequency in which it is used, I appreciate mentioning ‘evergreen content’ could be a slippery slope to more marketing clichés. But trust me, it’s not.

Evergreen content is in fact not sexy but it is valuable. Simply, it is content that addresses timeless themes, and answers recurring questions people in your category will commonly have.

It is not reactive content, certainly not fame building but it does focus on enduring ideas and advice that doesn’t tend to have an expiry date maintaining relevance because it addresses universal themes and questions.

Playing the long (tail) game

To create evergreen content we start with the long-tail keywords, these are the search phrases your users employ, to find their content. They have lower search volume than broad keywords and usually less competitive which makes it easier to rank for them.

Get moving, NOW!

As voice starts to gain traction in households, evergreen content is going to become critical as phrases take precedence over keywords. So, getting in the practice of creating evergreen content for our clients now, will put us in good stead for the future.

Stay mean. Go Green!

Invent Better is a publication of Orchard

Invent Better

Your daily dose of genius.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store