Sustainable Content Marketing: Leveraging Evergreen Posts for Growth

What Is Evergreen Content?

Evergreen content is anything you create for your website, blog, or social media that has sustained interest over time. Unlike trendier content, it isn’t impacted by seasonality — it’s timeless and relevant long after its publication.

For example, blog posts about "How to Build an Email List" or "Basics of SEO" remain relevant and useful regardless of when they are accessed. This type of content continues to attract readers and generate traffic long after its initial publish date.

Why Should You Post Evergreen Content?

Evergreen content is always-on — meaning you don’t have to worry about it losing relevance. And because these topics are searched often, the potential to rank quickly and long-term is high.

Benefits of Evergreen Content

1. Sustained Traffic: Evergreen content continues to attract visitors over time, providing a steady stream of traffic to your website.
2. Improved SEO: Search engines favor content that remains relevant, helping your site rank higher in search results.
3. Repurposing Opportunities: Evergreen content can be easily repurposed into different formats, such as videos, infographics, and social media posts.
4. Long-term Value: Unlike trend-based content, evergreen posts provide long-term value, making them a worthwhile investment of your time and resources.

How to Create & Maintain Evergreen Content

Evergreen content can play an important role in your overall content strategy. But how do you create (and more importantly, maintain) it?

Draw Inspiration From FAQs

The goldmine for evergreen content ideas? Simple: your DMs. What are your followers and customers repeatedly asking you on social media, your website, or via email? If you don't have many DMs (yet), do a Google search for frequently asked questions related to your industry or niche.

Locate Keywords With Traffic Potential

Evergreen content is all about steering clear of time-sensitive topics and toward consistent search traffic potential. To do that, keyword research is (you guessed it) key. Use tools like Google Trends, Ahrefs, or SEMrush to check for keywords that have sustained interest over time.

For example, see how the keyword "best recipes" maintains a steady monthly Google search volume over 12 months. This indicates a strong, ongoing interest that makes it a prime candidate for evergreen content.

Avoid Time-sensitive Trends

Trend-focused content is good for quick-win engagement, but it’ll only be relevant while that topic is popular. Evergreen content, on the other hand, remains valuable long after the trend fades.

Refresh Your Content Regularly

Posting and forgetting is a huge miss. Keeping your evergreen content up-to-date can drive a new wave of visitors and customers. Simple updates like new data, examples, tips, and updated links can make a world of difference.

At Wavemark, we refresh blog posts monthly, quarterly, and annually — so we can share a balanced mix of evergreen and trendy content on social media. Regularly updating your content ensures it remains accurate, valuable, and aligned with current best practices.

5 Evergreen Content Examples for Lasting Results

Ready to create your own lasting content? Here are five evergreen content examples you can try this year:

1. Record (or Write) a Tutorial

If you know how to do something, share it with your audience. All you need is your expertise and some research, and you’ve got the recipe for content that’ll work for you over time. For example, a skincare brand can put together a how-to retinol guide for beginners. Tutorials can be formatted as blog posts, infographics, carousel posts, or short videos.

2. Create a Checklist or Template

Checklists and templates can be easily downloaded and customized — making them an easy evergreen (and potential SEO) win. Brainstorm topics and complementary resources that would be helpful to your target audience. For instance, a digital marketing agency might create a social media audit checklist.

3. Write a Case Study

Original research and data-driven posts are evergreen gold. They show off your expertise and provide valuable insights. For example, a case study on a successful marketing campaign can attract readers long after the campaign has ended. Case studies also serve as social proof, showcasing your ability to deliver results.

4. Compile a Recommendations Roundup

Lists are easily digestible, low-lift, and have the potential to drive major traffic. For example, a blog about the best tools you recommend for content creators can serve you well. Recommendation roundups can cover a wide range of topics, such as favorite books, useful apps, or top industry influencers to follow.

5. Answer Frequently Asked Questions

Some of the best evergreen content ideas could be staring you right in the face. If your followers have questions about you or your brand, make your answers readily available on your website or social media. FAQs can be compiled into a single blog post, a series of short videos, or a pinned social media post.

Conclusion

Evergreen content is a powerful tool in your content marketing arsenal. By creating valuable, timeless content, you can ensure a steady stream of traffic, improved SEO, and long-term relevance. Whether you're a small business owner or a content creator, adding evergreen content to your strategy can take your engagement, leads, and relevance to new (and lasting) heights.

Are you ready to plan and schedule your evergreen content in advance with Wavemark’s social media management tools? Create a free account and get started today!

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