Business copywriting: How to write evergreen content

| May 30, 2013 | 0 Comments


There’s a lot of talk about evergreen content. But what is it? And how do you bring it into play for business?

What is evergreen content?

Evergreen content is always relevant to your target audience because it never goes out of date, compared to subjects with a shorter shelf life.

What is business copywriting is an evergreen subject, sustainable and long-lasting, whereas current digital marketing techniques isn’t.

Which do I focus on?

Effective business writing means giving your readers both types of content.

The evergreen type will continue to draw attention for years, providing a reliable framework to attract your target audience in the long term and build solid relationships.

Variable and changeable content will grab the attention of people in the short term, responding to fluid stuff like trending topics, research and analysis, statistics, breaking news, new technologies, the changing social, financial and cultural landscape, fashion, seasonal subjects and so on.

Where do I use evergreen content?

Apply logic and it makes sense to create a strong evergreen content-led website, giving visitors the core information they need up front without having to hunt for it. Your blog is a great place to go evergreen too, but it’s also perfect for the deciduous kind (as good a term for it as any!) because it’s a living thing in which the latest news and developments are given the highest priority, with older posts archived and the newest at the top.

How to identify it?

The best evergreen material is enjoyed over and over again by readers, generating a steady stream of site visits, feedback and social sharing. So your first step is to pin down the subjects your audience will always need, whatever happens in your sector or in the world at large.

Is evergreen content automatically quality content?

It needs to be. But that’s down to the writer who creates the content for your site and blog. You can cover a subject so essential your customer base can’t function without it, but if it’s a load of old pony it won’t do you much good.

Evergreen per se isn’t a matter of quality, it’s all about choosing the right subject matter. But when evergreen content is relevant, beautifully written and clear, covering the subject in exactly the right amount of detail and depth, you hit the mark.

What about evergreen content and SEO?

Your evergreen content, like everything you do, will ideally be based on key term research. When it’s evergreen, your content should continue to be found long after its deciduous cousins have died a search engine death. People search on the key terms it contains… and unless the world as we know it ends, they probably always will.

But everyone’s doing it…

If you operate in a niche market, you could be in luck. Because there isn’t too much competition, your evergreens can have a profound impact. But for most of us, the downside of evergreen writing is that everyone’s doing it. Because the information is grass roots, the stuff everyone needs, you’re in a crowded space. So how can you differentiate yours from everyone else’s?

First, suss out a bunch of long tail keywords, those with a decent amount of search interest but less competition. Then:

  • Get personal, overlaying your own unique viewpoint on the subject
  • Give it an engaging personality, something too few businesses bother doing – when you’re surrounded by magnolia, a colourful viewpoint can make all the difference
  • Go into more depth than anyone else, in more detail
  • Include real-world examples
  • Create an infographic or illustration to summarise it
  • Format it better than anyone else’s so it’s wonderfully easy to navigate, scan and digest
  • Get creative with your medium, whether it’s video or a podcast or something interactive

Mission-critical considerations

  • Don’t forget to base your evergreens on appropriate key terms. If people aren’t searching for it, nobody will find it!  
  • Make it search engine friendly by paying attention to on-page optimisation
  • Write in plain English – most of the time you’ll be writing for ordinary people, not experts in your field
  • Stick to your subject – don’t go too far off piste or you’ll dilute its usefulness and relevance
  • Can you break it up into a series of pages or posts? You might be better off creating a series of six specific car maintenance pieces, for example, than covering everything in one place and potentially putting time-poor people off

Variety is the spice…

Imagine an entire website and blog full of evergreen content. Hm. It’d be boring as hell. Variety is the spice of content life, and varied blog content covering everything from long-lasting evergreen to one day Mayfly-style longevity will keep people coming back for more.

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Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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