Stand the Test of Time: Less Trends, More Evergreen Content

trend noun

/trend/

‘A general direction in which a situation is changing.’

Lately, trends come and go in the blink of an eye. Content is fleeting; it needs to be ever-changing to keep up with constantly-shifting social media.

One moment: a video of a confused dog is lighting up social media feeds. The next: it’s forgotten, buried beneath an avalanche of newer viral puppies and songs about corn.

An issue arises when change becomes a constant, especially in business. If no message, image, or perception lasts, how can you gain trust from your audience? Alas, keeping up with trends can be exhausting, and predicting results from your efforts is much more difficult.

It is inefficient to focus on always-changing things. So, amidst the chaos of our digital landscape, there lies a golden opportunity: creating evergreen content. Rather than making what’s trending your marketing strategy, it’s a better use of time to produce content that is more timeless (even if it takes more time to create).

Evergreen content is not only relevant today, but will remain relevant for years to come. In this piece, we’ll explore why evergreen content stands the test of time. If you’re interested in other marketing or business-related resources, read our blog here.

Understanding Evergreen Content

Evergreen content refers to material that is consistently relevant and useful to an audience. It doesn’t matter when they encounter it— it could be a few days or a few years after publication.

Unlike trending topics, which may only capture attention for a brief moment, evergreen content provides ongoing value. Examples include how-to guides, in-depth tutorials, and foundational articles on a subject matter.

Why Should A Business Create Evergreen Content?

• Sustaining Traffic: Evergreen content continues to attract visitors long after publication. By addressing common questions or challenges, it can drive consistent traffic over time.
• Building Authority: Producing high-quality, timeless content establishes you as a credible source in your field, enhancing your brand’s authority.
• Saving Costs: While creating evergreen content may require an upfront investment of time and resources, it can yield long-term benefits, because you’re not having to constantly change things.
• Benefitting SEO: Search engines favour content that remains relevant, making evergreen articles a good strategy for improving your website’s search engine rankings.

How to Create Evergreen Content 

1. Identify Timeless Topics

Start by brainstorming topics that have long-term relevance in your niche. Consider:

• Frequently Asked Questions: What questions do people ask repeatedly in your industry?
• Core Concepts: What foundational principles are essential for your readers to understand?
• Common Challenges: What obstacles do your audience regularly face, and how can you provide solutions?

2. Conduct Thorough Research

When you’ve identified potential topics, dive deep into research to make your content the best it can be.

Look for authoritative sources, case studies, and statistics to back up what you say. Providing well-researched information not only enhances credibility but also enriches overall user experience.

3. Craft High-Quality Content

Your writing should be engaging, clear, and comprehensive. Focus on:

• Structure: Use headings, bullet points, and images to make your content easily digestible.
• Clarity: Avoid jargon and ensure that complex ideas are explained in simple terms.
• Visuals: Incorporate infographics, charts, or videos to complement your text and improve understanding.

4. Optimize for Search Engines

Use SEO best practices to help your evergreen content rank higher in search engine results:

• Keyword Research: Identify keywords that are relevant to your topic and incorporate them naturally into your content.
• Meta Tags: Write compelling meta descriptions and title tags that accurately reflect the content and encourage clicks.
• Internal Linking: Link to other relevant articles on your site to keep readers engaged.

5. Promote, Update, Refresh

Even the best evergreen content won’t be seen if it isn’t promoted. Share it on socials, engage in online communities, or even put some money behind boosting it for more people to see.

While evergreen content is designed to be timeless, it’s essential to periodically review and refresh it, in case some information becomes dated. Check for out-of-date information and update statistics. This ensures that your content remains accurate no matter when someone reads it.

Examples of Evergreen Content

• How-To Guides: “How to Write an SEO Blog” or “10 Essential Photography Tips”
• Product Reviews: Comprehensive reviews of products that live in your niche
• Educational Resources: In-depth articles on key concepts or theories in your field
• Checklists: “The Ultimate Checklist for Planning a Company-Wide Gala”

Become More Evergreen With Topsite

Turning away from trending topics is a powerful choice, allowing you to build lasting impact that doesn’t feel like a fleeting moment. By focusing on timeless topics, conducting thorough research, and crafting high-quality material, we can help you create resources that will actually resonate with readers.

In a world where the latest trends often overshadow lasting impact, evergreen content can help you establish quality, relevance, and authority in your field. Watch your content stand the test of time.