Simple Evergreen Marketing Strategies, Content Ideas, and Homework

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If you're a busy entrepreneur managing your own content, the last thing you have time for is creating content for every trend you see on social media. Evergreen marketing and evergreen content design can help entrepreneurs stand out and make an impact on a long-term basis.

This type of content:

• is timeless

• builds connection

• drives awareness

• requires little maintenance

• helps at various stages of the journey

• converts

In this blog post, you will learn some simple tips to help you create more evergreen content. Read until the end because, at the end of each section, I will give you simple homework to complete.

What is Evergreen Marketing?

If you're reading this blog, you likely have an idea that evergreen marketing is content that tends to remain relevant over time. It's not trend-focused, and the strategy behind evergreen content is leveraging keywords and topics that will help your potential buyers connect with you and progress through their journey on an ongoing (evergreen) basis.

An example of evergreen marketing.

A fitness brand could create a blog titled "10 Simple At-Home Exercises for Beginners." This content stays relevant year after year because people will always search for ways to work out at home. It's not related to a specific trend, and it has more potential to be relevant in the long term.

An example of what would make this content non-evergreen.

A product seller wants to promote a skirt for those attending the Taylor Swift Eras tour. Months before the tour, they created a blog post and social media content on the topic of "10 Things You Need For The Eras Tour." This type of content is focused on a specific event and something that is trending. It is not evergreen and won't be relevant over time.

A quick tip that can help you create better evergreen marketing is to always answer the following questions.

• Is this going to be relevant years from now?

• Is this based on my foundational knowledge?

• Is this related to my brand story?

Homework:

• Review your existing content. Can you pull examples of content that would remain relevant over time? Brainstorm three ideas for evergreen content you could create for your brand.

• Based on your research, create at least one draft.
  

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Evergreen Marketing Strategies

Creating evergreen content isn't enough; you also need strategies to keep the content reaching your target audience continuously. Every good evergreen content marketing strategy will include a top-of-funnel strategy, content updates, and ongoing promotion of your evergreen content, whether it is SEO, collaborations, or social media promotions.

An example of a simple evergreen content marketing strategy.

An online recipe website creates a blog post titled "How to Bake the Perfect Chocolate Chip Cookie." By optimizing this page with seasonal keywords like "best holiday cookies," the content gets a consistent SEO boost without needing a complete overhaul but rather simple updates.

A good chocolate chip cookie recipe is something that is always in demand, and while the search volumes may differ from season to season, we know that this will come up in searches for years to come if we keep up with SEO optimization.

Chocolate chip cookies will always be in demand (trends or not), and it's a stable recipe for this recipe website, which makes it the perfect evergreen piece of content. That blog post also serves as top-of-funnel content to promote a free recipe book where they share more similar recipes.

Homework:

• Find content that you have already created that could be used as top-of-funnel content to promote relevant offers.

• Create a checklist to ensure that you review your content on a regular basis. This checklist should include doing more keyword research and ensuring that things throughout your blog post, such as backlinks, are still relevant.

What Does Evergreen Mean in Marketing?

Ever wondered, "What does evergreen mean in marketing?" Well, as you have learned so far, it is about creating content that remains relevant over time. This could apply to blog posts, ebooks, masterclasses, podcast episodes, social media content, and more.

Here are some common confusions that happen with evergreen content.

• Sometimes, people will say a specific platform is evergreen. While some platforms give you content a lot more life, nothing is evergreen without an evergreen content foundation.

• Sometimes, people will say that evergreen content is content you create once, and that's it. While you only have to create the foundation of that content once, you still need to update it from time to time. Updates such as keywords and fact-checking should always be done.

Remember, it's not because something doesn't have an expiry date that it doesn't need to be updated.

Evergreen Social Media Content

While trends will never go away on social media, many platforms have shifted in recent years to prioritize a search-based approach. This means that while some content may reach a lot of people based on trends and popular topics, so does content that is optimized for search.

No matter which social media platform you are using, you should always be searching the platform to see what your audience is searching for. Using the search bar to look for various keywords and topics will often give you clues as to what people are searching for.

An example of an evergreen social media post.

A travel agency creates a Reel on "Top 5 Packing Tips for Any Trip." Whether someone is heading to the beach in July or skiing in December, these tips are useful.

To help make this social media post more evergreen and reach people on an ongoing basis, the travel agency will add it to a story highlight, reshare it to the stories on an ongoing basis, occasionally pin the Reel to drive more awareness to it, share it on Pinterest and link it back to Instagram, and embed it in a blog post. Because this topic is evergreen, these actions will help the social media post continue to get more awareness.

Homework:

• Take one of your upcoming ideas for an Instagram Reel and identify if it's evergreen content.

• Once created, make a plan to help your Reel reach more people on an ongoing basis. You don't have to follow all the examples listed above but use some.

At the end of the day, everyone has evergreen content. Remember, things such as foundational knowledge, thought-leadership content, content based on evergreen keywords, and your brand story all make for content that can stand the test of time.

You'll still need to give your content a little boost here and there by ensuring you update it, but evergreen content allows you to work smarter and not harder. (I know, so cliche!)