Make Your Marketing More Sustainable with Evergreen Content

Constantly cranking out new marketing content gets exhausting quickly. Using evergreen content that can be recycled makes the content marketing rat race a little more sustainable. Here’s some approaches for how to create and use evergreen content in your business.

What is evergreen content?

• Topics that you can talk about at any point during the year
• Different from timely content that’s only relevant for a short period
• Evergreen content might change over time, but has a long shelf life

Why is this beneficial?

• It saves you from having to constantly generate new content
• It reinforces the most important themes in your business
• It gives you content to fill in during slower times
• It allows you to plan your content out in advance

How do you come up with evergreen topics?

• Think about the things you talk about often
• Consider what’s always relevant to your business over the long term
• Start with a short list and add to it over time
• These can be educational or promotional

What are some examples?

• Your main product or service offerings
• Your company's core values
• Your team members or company history
• Partner organizations
• Cross-promoting your marketing channels (eg. blog, newsletter, etc.)
• Your main calls to action

How do you use evergreen content?

• Come up with a list of topics
• Write up a blurb that’s easy to share with a link if applicable
• Save this content in an accessible space for your team
• Sprinkle these posts in your content calendar for various platforms
• Revisit annually to see how it needs to be updated or expanded