As a writer, I find it much more challenging when a client requests “evergreen” content rather than news-related, trending, seasonal or anything other type of content with a short shelf life. However, the term “evergreen” is a bit of a misnomer—kind of like the namesake. Even evergreen trees will eventually fall, whether from disease, natural disasters, logging or lack of nourishment. Nothing lasts forever while remaining relevant, and the written word is no exception. But that doesn’t mean writing evergreen content is pointless.
As a rule, evergreen content should last as long as possible while remaining helpful, entertaining or both. For example, one of my clients that especially likes the evergreen approach is an endodontist (dental surgical specialist). When it comes down to it, the approaches, tools and strategies for dental surgery are “rooted” (couldn’t help it!) in tried and tested approaches. A root canal is a root canal, even if the latest YAG lasers make the process faster and more efficient.
There will always be demand for evergreen content because basic 101, proven best strategies, and “best of” pieces will always have a place in content marketing.
Make it Easier on Yourself
What helps make content “evergreen” in the digital era is the fact that “forever” isn’t quite as long as you think. The odds of a website today holding true for over ten years with largely the same content and layout is slim to none. Businesses close, they get sold, they get re-branded and the owners want an overhaul of the website. This means that evergreen content you’re writing likely has an intended lifespan of one to five years. That’s a much more feasible goal than forever.
However, you never really know when a website could stick. When writing evergreen content, avoid citations that will date the content. If there is a bunch of links or mentions of 2015 throughout the article, how’s that going to look in 2016—or 2018? The only time dates should be included is when they’re already settled in the past, such as the year the first porcelain veneer was created (it was 1928 for those gearing up for trivia night).
If you’re a writer asked to pen evergreen content, steer clear of breaking news, trending items, or just about anything that will date your piece. This is a time to cover the basics, provide a refresher course on the subject, or delve a little into history. Get as much information as you can from the client, because they might have a very different idea of “basic” pruning, home staging, re-upholstering, or whatever other niche they may be in than you do. Your best source of information with evergreen content is, well, the source. Make use of it so you and the client will be happy with the results.