When you hear the word “evergreen” you most likely think of a tree or shrub, but did you know the word carries over into the fantastic world of writing and blogging as well?
Evergreen content in the simplest form is content that never goes away. These are the human-interest stories and articles that have no expiration date because they involve timeless material. An example is an article on how to bake chocolate chip cookies. No matter how much time passes, the recipe stays the same and it won’t lose it’s popularity–because who doesn’t love chocolate chip cookies?
Having evergreen content on your page can benefit you in many ways, but like everything, too much is never a good thing. Here are some explanations on why evergreen content works and where it may hinder your performance.
Evergreen content allows you to consistently bring new life to old work
We personally see this a lot with what I like to call “sort-of evergreen content”. This type of content has a shelf-life until the next year. Articles about traveling in the summer are not really relevant in the winter (unless you are helping plan ahead), but by next spring the article is relevant again and bloggers and content creators have the ability to re-purpose articles they had written years ago (as long as the content is still relevant).
Evergreen content can easily be worked with to create a new story
Most evergreen contents “nugget” of the article is timeless, but there are places in which tweak can be made to fit the current times and give it an entire new life. Say you have an article about why it is amazing to live in Philadelphia (shameless plug for our city), well the content is timeless as long as Philadelphia still exists, but maybe you could add new exhibits, restaurants and other pieces of information that has changed since it was first published. The articles purpose is evergreen, but the content is free to change.
But, there are times in which evergreen isn’t always the best…
Evergreen content is safe, but won’t always get you that return on investment
Just like any type of investment, evergreen content is safe because it is timeless. The problem with timeless is that nobody is in a hurry to read about it. Sometimes, it is good to create a story that is relevant to a specific time period because you will get more clicks and possibly new followers.
Writing about Philadelphia as a city is great, but you might want to throw in an article here and there about a specific event going on during a certain weekend–because people will want to read about it quickly to plan accordingly and you may find yourself with new followers who are interested in your knowledge of current events in the City of Brotherly Love.
We at Socially Dedicated suggest a piece of “current breaking news” for every five to seven pieces of evergreen material. In the end, it comes down to your availability and means to sit down and dig for present stories to share with your audience.
What is your advice about evergreen content? Share
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