February 13, 2015

How to Transform Ordinary Content into Evergreen Content

3 min read

Written by: Olivia Perek  |  Share:


The inbound methodology is incredible, in that by leveraging a deep understanding of your ideal customer you can drive revenue growth. Unfortunately, there are a lot of moving parts and it can be easy to get tripped up unless it is managed effectively.

Take content for example. There’s a lot that goes into your remarkable content, which is geared toward converting visitors and closing customers. Luckily, there is a simple solution to reaping the most benefits from the content you create and the time you invest: making it evergreen.

By creating timeless pieces of content that continue to attract visitors and convert them into leads, you’ll be able to focus more of your attention on the sales process, customer care and product development.

What is evergreen content?

Evergreen content is quality, useful content that is relevant to readers over a long period of time. While you may already be creating high quality, useful content, it becomes evergreen when a blog post or how-to guide means something to a visitor for a significant amount of time after it's published.

What is amazing about evergreen content is its continued, sustained success. In other words, it will generate ongoing interest, engagement and traffic, along with increased conversions and sales.

Obviously we’d all rather see traffic like this:


Rather than this:


Even though time is of the essence, it's truly worth it to create evergreen content that will provide value for days, months and years to come.

Requirements of evergreen content

First off, I highly recommend creating at least one piece of evergreen content per month, if not per week. It has immense advantages despite the time it takes to create. Blog posts that endure are beneficial not only to your business, but also to your confidence in your expertise.

According to Buffer, these are the three keys to creating evergreen content:

  1. Be the definitive source: You want to be the ultimate resource for the topic you’re covering.
  2. Write for beginners: Experts are less likely to be searching for help.
  3. Narrow your topic: It makes it easier to write and entice readers.

There are three keys to driving traffic to your evergreen content:

  1. The amount and quality of referring links (particularly linking pages that are also ranking for keywords that have a substantial monthly search volume).
  2. If the content/page is ranking for keywords that are generally searched by your target audience.
  3. The page’s ability to attract new traffic through social shares.

Ways to make your content evergreen

Before you sit down and begin create a blog post from scratch, there are simple ways to transform your current content into long-lasting, authoritative pieces.

First, take time to determine which posts continue to generate traffic to your site. Duck into your Google Analytics or HubSpot portal and run a report on page views for these articles, including your blog subdomain or directory (/blog/marketing).

To start, choose the five top-performing blog posts and complete the following steps:

1. Read the post and make the copy as good as it can get. Make it up-to-date and accurate. That could mean:

  • Changing the headline
  • Adding new information
  • Adding new ideas
  • Rewriting sections

2. Republish the post. After you’ve made your changes, update the timestamp on the post and republish.

3. Promote your evergreen content on social media over and over again. Since the blog post will now stand the test of time, you can share and reshare the same content in different ways for editorial calendars to come. Reposting content can:

  • Generate more traffic
  • Hit multiple time zones
  • Reach new followers (using different hashtags or reaching the right person at the right time—someone who shares with his or her communities)

The key is to evergreen content, according to Jason Acidre, is to make sure you can continue to satisfy visitors' expectations. Keep that in mind when revamping your current content.

download the essential guide to developing content strategy

Topics: Demand Generation

About The Author

Olivia is a Principal Inbound Strategist who focuses on lead generation and marketing and sales alignment. She excels at helping clients identify, build and execute scalable demand generation strategies using the HubSpot ecosystem.

Ready to transform your current marketing + sales teams?  Request a free assessment and get started today. Free Consultation