What is evergreen content? Learn to produce!

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Have you ever created an amazing article, posted it with enthusiasm and… days later it simply disappeared from the radar? This is a common frustration for anyone who produces content. The truth is that, without a long-term strategy, many materials end up going up in digital smoke. And that’s where the evergreen content — one that continues to generate results even long after it has been published.

You know that type of content that never gets old? That continues to be searched for, read and shared even months (or years!) after it was published? It is the opposite of seasonal content, which is tied to dates or passing trends. Evergreen content is the foundation of any true organic traffic strategy.

In this article, you’ll learn exactly what evergreen content is, why it’s so powerful, how to find it, produce it, and keep its performance at an all-time high. We’ll also show you how to use this type of content to attract ongoing traffic, generate authority, and help you climb the SEO ladder without having to constantly chase the next “hot trend.”

Ready to produce content that never dies? Then let's get started.

What is Evergreen Content?

Evergreen content may seem like a new concept to many, but it’s actually the secret behind brands that consistently generate organic traffic. Unlike content that expires over time — like a Black Friday campaign or a tech news story — evergreen content remains relevant, useful, and sought after, day after day.

In this sense, it works like a smart investment: you publish once and reap the results for a long time. This happens because it addresses universal themes, recurring questions and fundamental subjects within a niche, those that your audience will always want to understand better, no matter the time.

“Evergreen content is content that addresses timeless topics and continues to generate traffic and value long after publication.”

This is the basis that supports the Long-term SEO — and that’s exactly what we’re going to delve into from now on.

Why Evergreen Content is a Valuable Asset in Digital Marketing

If you work in SEO, you know how frustrating it is to publish something, generate traffic for a few days, and then… complete silence. Evergreen content solves this problem by becoming a lasting asset that continues to perform, nurture leads, and reinforce your authority over time.

It's like planting a tree that keeps bearing fruit. On the one hand, while seasonal content requires constant updates or replacements, evergreen content requires strategic intelligence from the roots.

Difference between evergreen content and seasonal content

The distinction is simple, but fundamental:

• Seasonal content has an expiration date. It is linked to dates, events, trends or news of the moment.
• Evergreen content It is timeless. Therefore, it can be accessed at any time and still deliver value.

Want an example?
“Digital Marketing Trends for 2024” is seasonal.
“What is a sales funnel and how to build one” is evergreen.

The tip is to know how to combine the two in your strategy — but it is evergreen that builds the solid foundation for organic growth.

Evergreen content and content marketing

In the universe of content marketing, evergreen content is a key piece to building a lasting and scalable strategy. It works as a permanent magnet within inbound marketing, attracting visitors organically over time, without relying on constant investments in paid media.

So, when well planned, this type of content works at all stages of the funnel: it educates at the top, engages in the middle and prepares the lead for conversion at the bottom. This is precisely what makes evergreen content one of the most valuable assets for brands that want to generate authority, traffic and qualified leads in a predictable and sustainable way. In other words, it is the silent fuel that powers the inbound engine — even when you are not producing anything new.

Practical examples of evergreen content that generates continuous traffic

You've probably seen (or searched for) content like:

• “What is SEO and how does it work?”
• “How to create a persona of marketing?”
• “Tips to improve productivity at work”
• “How to do guided meditation at home”

These are all examples of themes that don’t expire. And so they perform organically for years.

“Good examples of evergreen content include guides, tutorials, definitions, and answers to frequently asked and timeless questions.”

How to identify evergreen themes for your business

There’s no point in trying to produce everlasting content on a topic that changes every month. So how do you find the right topics?

First, think about your audience’s most common questions. What do they always ask, regardless of the season or market changes?

Then, look at the pages that receive the most organic traffic on your website. Almost always, the winners are content with a perennial structure and constant searches.

Finally, search Google Trends and tools like Ubersuggest and Semrush to see if the topic remains relevant over time.

How to produce evergreen content in practice

Evergreen Keyword Research

The first step is to find keywords with a stable search volume. This prevents your content from becoming stale quickly. Use SEO tools to identify keywords with low seasonality and a good long-term trend.

Content structuring

Start with a clear and engaging introduction. Then, use subheadings (H2 and H3) to help with scannability. Intersperse questions, explanations, and direct answers to make it easier to stand out in featured snippets.

Include updated data, but avoid fixed dates or mentions of specific events, so as not to compromise longevity.

Optimized and timeless writing

Avoid phrases like “this year,” “recently,” or “this month.” Use phrases like “ongoing,” “currently,” or “over time.” Focus on clarity, objectivity, and lasting value.

Techniques for keeping evergreen content up to date

Even though it is perennial, evergreen content requires maintenance. So think of it as a garden that needs to be watered.

• Update statistical data every 6 or 12 months;
• Check for broken links;
• Add new sections with recent insights if needed;
• Use the update as an opportunity to republish or redistribute the content.

Tip from Vero Contents: Create an editorial calendar just to update evergreen content. This helps maintain authority and positions in Google.

Strategies to boost traffic to evergreen content

It’s not enough to publish and wait. For content to take off and maintain good numbers:

• Make internal links to new articles;
• Turn it into a carousel, video or infographic;
• Publish in LinkedIn with CTA to the full article;
• Use in lead nurturing and email automations.
• Create backlinks with relevant guest posts.

It’s the content that works for you — but you have to work for it too.

How to measure the success of evergreen content

You can track the performance of your evergreen content with metrics like:

• Continuous organic traffic (via Google Search Console);
• Average time on page;
• Bounce rate;
• Average position of the main keyword;
• Leads or conversions generated.

So, if the article maintains or improves its metrics over the months, congratulations: you have created a true evergreen.

In short…

Evergreen content isn’t a gamble — it’s a solid strategy for those seeking sustainable organic growth. In this sense, it allows your brand to continue generating value, traffic, and conversions with less ongoing production effort.

In this way, incorporating this type of material into your editorial planning builds a lasting base of authority in the digital world. It's like planting trees that will continue to bear fruit even when you're tending to other areas.

If you’re not already investing in evergreen content, maybe it’s time to change that.

FAQ – Frequently Asked Questions about evergreen content

1. What is evergreen content?

It is a type of content that remains relevant and generates organic traffic even after months or years of being published.

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2. What is the difference between evergreen and seasonal content?

Seasonal content has a limited shelf life, while evergreen is timeless and can be consumed at any time.

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3. What type of content can be evergreen?

Tutorials, guides, glossaries, checklists, FAQs, and educational articles are good examples of evergreen formats.

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4. How to keep evergreen content up to date?

Review and update statistics, links, and examples periodically. Add new insights when it makes sense.

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5. Does evergreen content help with SEO?

Yes! It generates constant organic traffic, improves your authority and contributes to the stability of your Google ranking.

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Article originally published on 09/01/2022 and updated on that date.