Evergreen Marketing in a Nutshell

Evergreen Marketing in a Nutshell

Do you want to make your content more searchable, more shareable, and more appealing to your customers? If you answered “yes” to any of the above – and we hope you did – then it’s time to think about trees.

Pine and fir trees – like the kind we bring indoors to light up around the holidays – are known as “evergreen trees,” because their vivid green leaves stick around all year long.

Evergreen content works the same way. We consider a piece evergreen if it’s timeless, with a long, maybe even indefinite, shelf life. It’s the kind of content that your readers will always be seeking out, regardless of the time of year or the hot trend of the moment.

When done right, evergreen content is foundational: It provides the definitions or helps answer the questions your users are already looking for, and it’s a vital piece of any content marketing strategy.

Having the right kind of evergreen content marketing in place can help drive sustainable, continuous traffic to your blog or site, allowing you to build your following and, with the right tools, convert visiting users into clients.

Need some ideas to get started? Here are a five types of evergreen content that never go out of style:

1.) Curated Content

Lots of readers are looking for content, be it links to resources or lists that they can consult again and again. You can become indispensable to your readers – and help improve your SEO – by rounding up that content in one place. For instance, we like to share our favorite things with our Geek readers in posts like 5 Apps That Work Between iPhone and Mac.

2.) How-To Guides

There’s a reason the “… For Dummies” guides have been popular for so long. Tutorials are appealing to readers looking for quick answers to their questions or longer guides to help them navigate a new process. We love guides here at Geek; for an example, check out our handy article on How to Use Social Media to Listen for Potential Clients, and Generate Leads.

3.) Definitions and Glossaries

The web is full of blogs that just parrot industry jargon without really explaining it to their readers. But the chances are good that your users are searching for explanations and products using simple English. On this blog, for instance, we like publishing pieces such as What is SEO, Really? to help our readers find just what they’re looking for.  

4.) “History Of…” Pieces

The great thing about history is that it never really goes out of style. The facts are the facts, and they’re a fun way to draw in readers looking for context or just looking for something unexpected. For an example of how to turn old history into fresh content, give a read to 5 Tech Myths Worth Unplugging.

5.) Industry Best Practices

You’re in the best position to give readers insight into your industry that they can’t find anywhere else. Use your blog to give broad overviews of your industry or dig into the niche details that make your product compelling. For instance, we’ve published articles on running marketing campaigns for all sorts of businesses, from architecture and real estate firms to bars and restaurants.

Evergreen content is a great way to keep guests flocking to your site, be it in the dead of summer or on a snowy Christmas Eve night. Have any more questions about writing evergreen articles? Looking to launch a successful content marketing strategy! We’re here to help! Drop Geek a line whenever you’re ready – like the best evergreen content, we’re always here for you.

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).