Evergreen content allows brands and marketers to give their content more life and reach more customers without having to always create more. It’s the kind of content that keeps driving traffic, leads, and engagement long after you hit publish. While trend-based posts may give you a temporary boost, evergreen content does the long-game heavy lifting.
Whether you’re a small business, a creator, or a marketing team looking to scale, knowing how to craft and repurpose evergreen content can save you time and amplify your results.
Now that you know why evergreen content matters, let’s walk through highly effective evergreen content tips you can start applying today, including one of the most overlooked strategies: sharing your brand story.
What Makes Content Evergreen?
Before diving into the tips, let’s get clear on what evergreen content actually is. It’s the kind of content that stays relevant over time, continues to be searched for repeatedly, can be easily updated when needed, and works across multiple platforms and formats.
Think of blog posts like “How to Start a Garden,” “Best Budgeting Tips for Beginners,” or “The Ultimate Guide to Freelancing.” These topics don’t rely on trends, which means they can serve your audience again and again.
Focus on Foundational Topics
Start by identifying what your audience is always curious about. These are foundational questions they’ll keep searching about for years to come.
Some ideas include:
- “How-to” guides or graphics
- Step-by-step tutorials
- FAQs about your industry
- Definitions and key concepts
- Best practices in your niche
If you’re a brand strategist, think: “What is a brand voice?” or “How to create a brand style guide.” These pieces are timeless and help establish your authority.
A good idea is to pair these topics with long-tail keywords to increase search visibility and reduce competition.
Turn Customer Questions Into Posts
What questions do your clients, followers, or customers keep asking you?
If you’re getting the same questions repeatedly, consider turning them into blog posts, videos, or even Instagram carousels. Not only does this improve your content strategy, but it also builds trust by showing your community that you’re actually paying attention.
Share Your Brand Story
Many people think evergreen content has to be impersonal or purely educational. Not true.
Your brand story is evergreen. While your business may change direction from time to time, your initial story of why you started on this journey, doesn’t. People remember stories more than they remember tips or product features. By sharing your journey, values, and the “why” behind your business, you create a deeper connection with your audience.
This content doesn’t need to change often, and you can easily update it every year with fresh context. The best part? It becomes the kind of content people return to when they want to understand your mission or feel inspired.
Repurpose With Intention
Creating evergreen content is one thing. Keeping it alive is another. This is where repurposing your best content comes in handy.
There are endless ways to repurpose content, and one of the most effective ways is to take your evergreen content and repurpose it into multiple social media and marketing assets.
For example, if you created a guide, you can break it down into an Instagram carousel or even a series of short videos. You can also repurpose it into an email series, and each time you repurpose it, you can add a call to action to access the original guide you created. Everyone in our community typically prefers to consume content in various formats, which will help you be more accessible.
Use Evergreen Content in Your Funnel
If you’re trying to grow your email list, digital product sales, or client inquiries, evergreen content can play a powerful role in your funnel.
You can use evergreen content strategically at every stage of your funnel. At the top of the funnel (TOFU), focus on attracting new people with Pinterest content or blog posts optimized for search that answer common questions. In the middle of the funnel (MOFU), nurture interest by sharing your brand story, tutorials, or educational content that builds trust and keeps your audience engaged. At the bottom of the funnel (BOFU), help people take action by showcasing testimonials, product walk-throughs, or case studies that highlight real results.
By placing evergreen content at key points in your funnel, you build long-term trust and convert without constantly churning out new posts.
Bringing these strategies together shows why evergreen content is the smartest investment you can make in your content strategy. It’s not about doing more, it’s about doing the right things that continue to work over time.
By focusing on foundational topics, repurposing smartly, keeping content fresh, and weaving in your brand story, you create a library of assets that build your brand and attract aligned people even when you’re offline.
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