Understanding Evergreen Copywriting: What it Is & Why It Matters
Lil Key Takeaways: This Blog at a Glance
Evergreen content stays relevant and useful over time, unaffected by trends, seasons, or events.
Think of it as content that’s always helpful, like a blog on birthday cupcake recipes versus Christmas cupcake recipes.
Evergreen content establishes your brand as a reliable authority, fostering trust and loyalty.
It’s great for SEO, consistently drawing in traffic and improving rankings over time.
Investing in evergreen content can lead to a strong ROI, providing leads and conversions long after it's published.
Sustainable. Lasting. Relevant. There are so many different ways to talk about evergreen content, but ultimately, those three words are the best descriptors for explaining it.
Marketers like to talk a ton about “how to create evergreen content,” but if you’re in the position I was in a few years ago and feel unsure of what evergreen content is, then you’re in the right place.
This blog is going to be short and sweet, something to help guide you on your path to understanding evergreen content. What I’ve found is that there are hundreds of blogs and pages out there that detail evergreen content, but in my opinion, they overcomplicate it.
Whether you’re a freelance writer looking to forge their path or a marketing manager seeking guidance about evergreen content, this blog has your back.
What is Evergreen Copywriting?
Because I want this blog to be simple and straightforward, we’re going to get to the good stuff right away.
Evergreen content is digital content that exists within your brand that remains relevant, helpful, and informative as time passes and trends change.
If you ask major sites like Hubspot or Semrush, they’ll tell you some version of exactly that–it’s content that keeps a sustainable amount of interest over time and needs very few adjustments or tweaks to stay relevant.
In other words, evergreen content is content that lasts.
Evergreen content is timeless and not impacted by things like:
Fleeting trends
Time of year or seasonality
Weather
Current events
Changing culture
Technology
For example, a blog about the best birthday cupcakes is going to have relevance year-round because someone is always going to look up a birthday cupcake recipe.
That’s evergreen content–it’s always relevant, likely maintains a steady stream of interest, and doesn’t rule itself out based on trends or seasonality.
A blog about the best Christmas cupcakes, though, is not evergreen content. Why? Because its relevance only exists during the winter months. Is it relevant and important, then? Of course, it is. But it doesn’t have a year-round appeal like good evergreen content should.
Let’s put a marketing spin on this.
Pretend for a moment that you’re a ski rental company in Colorado that wants to beef up its blog. You can always write a blog about the best mountains to explore in Colorado.
That’s evergreen content that someone will look up any day of the year.
But writing about the best skis of the 2023 season isn’t evergreen–because that’s a trend that will change within the next year.
You see what I mean, right?
Why Evergreen Copywriting Should Be Your Main Focus
Marketers, bloggers, and anyone invested in digital marketing in general look at evergreen content as the gift that keeps on giving.
Right away, I want to provide a disclaimer–you can’t always write solely evergreen content. Sometimes, things like trends, seasonality, or current events do impact what you’re writing about and influence your SEO relevance. It can be a beautiful blend of both.
But for me–and probably for every other SEO writer or marketing pro out there–evergreen content is golden.
Even though I could probably write a 4,000-word blog on this detailing everything I think, I’m whittling it down to just three reasons.
Guarantees Reliable & Informative Content
First, you need to provide consistently engaging and relevant content for your readers. Becoming a reliable authority within your industry is great for brand loyalty because it establishes you as a company that can provide reliable answers. Evergreen content feeds into this because customers know that no matter what trends or changes happen, you’ve got the answer that they’re looking for.
Improves SEO Rankings
Secondly, the point of your blog (and all marketing content you create) is to draw people in and boost your rankings on search engine result pages (SERPs). You likely know that search engine optimization (SEO) is a key part of every company’s digital marketing strategy.
Well, evergreen content is a big part of improving that. It’s no secret that improving your SEO rankings takes time. By investing in pieces that stand the test of time, you’re giving yourself the opportunity to continue to grow and provide value without that piece of content losing relevancy. It can continue to accrue views and improve your SEO because it’s providing answers that don’t go out of style.
More than that, evergreen content–because it’s always relevant–can continue to build backlinks over time, which boosts a company’s domain authority (and therefore boosts its place on a search engine result page.
It Can Have Solid ROI for Your Marketing Strategy
Thirdly, if you can create valuable, resourceful content that readers will go back to time and again, that content is going to generate traffic and provide leads way past the date it was published. And that’s a pretty impressive ROI.
Think about it like this. Let’s say you hire a writer to create a piece of evergreen content for your site.
It costs you about $300 to have someone write that piece of content.
But that content ends up generating hundreds of leads over time that result in conversions that pay off for years to come.
Sounds worth it, right?
Need Help with Evergreen Copy? We’ve Got You
The importance of evergreen content isn’t really up for debate. Unfortunately, understanding how vital it is and actually pumping evergreen content out into the universe are two different things.
If you’re on a mission to create evergreen content that lasts (and provides incredible ROI) but not quite on board to write it all up yourself, the Boundless Copy team can help.
Get in touch with Boundless to start chatting about your own evergreen copywriting.
