The benefits of Evergreen Content

So, the beautifully written media release or planned social media posts have been put on hold due to a product issue or because you want more time to review it and you’re suddenly without any content. What do you do? This is where evergreen content comes in.

Evergreen content is exactly how it sounds. This is content (such as a blog post or media release) that almost never expires and can be used at any time, as it’s not time sensitive. Examples of this can be thought leadership pieces, positioning you as an industry expert, or it could be helpful industry tips for readers. Evergreen content is incredibly valuable, and having the forethought to have these drafted is what we do to make it easy for our clients and to ensure their brand is always front of mind.

Here are some benefits to show why you should include evergreen content into your PR & Communication program:

1. Longevity

The beauty of using evergreen content is that it will remain relevant for a long time. Even if some information changes, you can easily adapt your content to match the most recent industry update. Topics like dieting is something people will always be interested in reading, whereas an announcement or groundbreaking data will have a very small window of relevance. By drafting evergreen content, you have a nice bank of stories to rely on.

2. SEO support

Websites that load a regular stream of fresh content are rewarded with having their search engine ranking increased. This is due to Google’s algorithm, which rewards high quality evergreen content by boosting your SEO ranking significantly. When your site rank increases, it is easier for you to be front and centre with your audience, helping to in turn increase traffic and sales. Evergreen content also helps keep people on your website for longer, as the content is usually more informative and relevant no matter when the reader sees it.

3. Social media traffic

As well as evergreen content providing a welcome boost to your website ranking, evergreen content will help increase your social media presence. Unlike time sensitive stories, this engaging content can live on long after it has been created and generate more social media traffic over time with more likes, comments and shares.

4. Builds brand voice

Evergreen content usually both touches on a topic that is relevant to the audience while simultaneously positioning the author as a voice of authority in the industry. This also further promotes the brand as a trustworthy and desirable one, in turn creating more business leads over time and helping the audience understand what it is that you do best. This also fills a quick gap if the media needs something quickly, providing you with an easy solution and not needing to scramble to create new content.

5. Can be repurposed

So you’ve uploaded your post and feel you can walk away. Not so fast! Time has been spent on creating a well-written thought piece. Why not capitalise on it further? Due to the nature of evergreen content, this can easily be broken down into small bites to be repurposed across other platforms (for example, you can turn a blog into a series of social media posts with minimal effort, extending out your content’s lifespan even further).

At Elevate Communication, we ensure our clients get the most out of their PR & Communication programs, by including evergreen content to keep their business relevant and front of mind. To find out how we can help you grow your brand, contact us on 07 3180 3666 or on info@elevatecom.com.au.