Your evergreen content is that which never dates. It doesn’t follow the news cycle or trends, it is your content that remains relevant to your customers and industry. Evergreen content is always popular because it answers basic questions and provides value to the subject. 

However, evergreen topics are not the same as evergreen content. Some topics will be on-trend, but the content might change, whereas some content will change only minimally and remain relevant despite changes.

Evergreen Topics

Evergreen topics provide consistent interest and search volume over time. Think of the subjects that people question the most in your industry that never changes.

Here are some examples of evergreen topics:

  • “How to optimize your website” – while the algorithms change, people in eCommerce always want to know how to stay ahead of SEO techniques.
  • “How to close leads”– From marketers to sales teams to executives, people are always interested in learning about how to make a sale.
  • “Choosing Payments Service Providers”– businesses are always expanding (and sometimes contracting) and finding the right solutions for the needs of the business are an ongoing concern.

Evergreen Content

Evergreen content is content that is about an evergreen topic that never goes out of date. Within the B2B industry, there are very few evergreen content pieces. Most topics that are evergreen remain so because they are areas that develop so fast. Innovation means that the content for evergreen topics is fast redundant and requires updating.

Why is evergreen content important?

Content marketing is about attracting potential customers, developing relationships with existing customers, and increasing brand awareness. It is one of the most important tools that you have for connecting with your audience.

If you publish exciting news, such as the release date of your first IPO, it is likely to drive traffic as people flock to your website to read the story. However, as time moves on, your traffic will again drop off, unless you have something new to share or something of value to say.

This is why your evergreen content is so important. It does the work of keeping people engaged, without you having to release a new story every week. Evergreen content is an advantage because:

  • It will save you time. You don’t have to change or update your content often, which saves time.
  • It attracts regular organic traffic. With the right SEO of your content, it will rank highly in searches, attracting audiences to your website.

When you produce high-quality content you can also publish less often. While many bloggers scramble to publish weekly, chasing news stories, and following trends, really valuable blogs are published on a less regular basis, are generally long read articles that provide in-depth insights, interviews with industry experts, or other research that gives the blog gravitas.

So, how do you write evergreen content for B2B audience members?

Find evergreen topics

Sometimes thinking of a topic is the hardest part of writing. There are some tricks you can use to help you find subjects to write about and ensure that they fit with your aim to produce evergreen content for your industry.

Find keywords with search volume

Using a keyword search tool, check the data for some of your keywords. In B2B industries, that could be logistics or Fintech. Then think of other words that relate to your topic and filter it down until you land on a topic.

Look at the keyword search volumes. If it has a high volume, it is likely that people will be interested in what you have to say about the subject too. If it does not, keep filtering through other keywords until you find the right fit.

Check for a positive trend over time

A successful keyword search should show a steady line indicating views, not sharp rises or declines, which would indicate seasonal or trending topics.

Google Trends can be used to see if a topic is gaining or losing popularity over time. Some words, like ‘summer,’ are clearly seasonal, while others like ‘SEO’ are more consistent.

Check for consistent search intent

Search intent means knowing what objective a searcher has when entering a query into Google.

If the search intent for a keyword is unclear or changes, this can affect rankings. This means that you need to stay on top of keywords and longtail phrases to consistently rank in search results relying on evergreen content.

Create evergreen content

How do you do that? With well written, well-researched articles that consider the topic and the audience and deliver on a promise to provide the audience with value.

That means speaking from a place of authority, giving people links and resources to use, ensuring that the website is accessible and the blog page is attractive, and writing articles that stand out from the crowd.

Avoid speaking on the same tired subjects as your competitors. If you must follow the same topics, at least provide a new angle. Try and understand exactly how your customer persona would influence your writing – can it be funny or must it be formal. Is your audience international or local?

How to maintain your content’s evergreen status

Now you’ve created a cache of content that will stand the test of time, how do you make sure it is effective?

Track your rankings

Check out your rankings on search engines, understand your website traffic, and adjust accordingly.

Refresh your content

Even the best content needs to be updated occasionally. Some information will become outdated while some will become irrelevant, so keep tabs on links, data, dates, stats, and industry leaders.

Your URLs, tags, and keywords will also need to be updated from time to time, as will your images, which can date very quickly.