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A Brief Component Analysis of Evergreen Content

And how to apply that framework to advertising
Brett Friedman

What does Evergreen mean and why does everyone keep talking about it? Ask one expert content marketer and they’ll tell you, at its core,evergreen means long-lasting. Like an evergreen tree, it’s content that continues to provide results for years after it's posted.

Ask 34 experts and you’ll get the roots, branches, and pines to that evergreen tree, filling out a more realistic definition.

From the responses of the 34 experts I asked, I’ve broken down Evergreen Content into 3 categories & highlighted some non-evergreen examples as well. Here’s the breakdown:

  • Components
  • Topics
  • Formats

Each category is ordered by most commonly mentioned to least.

Components:

  • Definitive: Covering all relevant topics in depth.
  • Informative & Motivating:Offers enough information for readers to fully understand and act on what is described. The content uses standard language/doesn’t overuse jargon.
  • Factual: Well-researched,evidence-based, example-based, and/or data-based information.
  • Unique: Introduces a new solution to the problem the reader is trying to solve.
  • Optimized: Written with basic SEO optimization in mind (backlinks, keywords, etc.).
  • Memorable: Makes the reader not only remember it, but come back to it for reference.
  • Adaptable: Can be re-purposed in multiple forms and used across many channels.
  • Brand Relevant: Maintains a connection to the brand and their goals for content creation.

Topics:

  • Common: Needs, problems, questions, or arguments that always exist and are discussed often.
  • Timeless: Unchangeable facts that are important to reiterate.
  • Fundamental: Principles that represent the basics/foundation.
  • Current: Day to day challenges of your readers.
  • Frequently Asked Questions

Formats:

  • How-To/ Guides
  • Lists e.g. Top 10s
  • Checklists
  • Sectioned/Chaptered Long Form

It’s important to avoid anything that can fade quickly when building evergreen content, but how do we make content that doesn’t fade? Let’s break it down.

Non-Evergreen Elements:

  • Short-Term
  • News
  • Trends
  • Reviews
  • Tech
  • Fashion
  • Memes
  • Slang
  • Politics
  • Pop Culture

That’s an overview of what evergreen content is, but let’s follow our own tips here and discuss a method of making evergreen content.

Finding Topics & Creating Your Evergreen Content:

  1. Look back on your customers’ most common questions, industry publications, frequent Quora questions, Google trends, YouAutoComplete & AnswerthePublic to find a topic.
  2. List out as many subtopics of your chosen topic as you can
  3. List current perspectives on your chosen topic (a good way to do this is by looking at the top few results on Google)
  4. Determine how your perspective is new or more complete than what’s currently available
  5. Choose an article format
  6. Write, keeping SEO, non-time-related, standard language, and reader experience in mind
  7. Compare your draft to the top google result and add some extra information if necessary
  8. Put your content out for the world :)

Now you have some strong content that will last you forever, right?Maybe…

There’s one potential component to Evergreen Content that still garners mixed reviews - Updates. Do I update my content frequently to keep it alive longer, or will it survive on its own?

While some people believe updating your content often is what keeps it evergreen, others believe true evergreen content needs little-to-no updates ever! Evergreen trees live long without maintenance, but content may be different - my belief is that it depends on the topic.

There are tons of ways to combine components, topics, and formats to build awesome Evergreen Content, and that content (whether updated or not)can have a long-lasting impact on its readers! However, advertising is a whole different story - so how do we apply the same Evergreen Content framework to our advertising efforts?

Evergreen Advertising

Evergreen Advertising involves taking the same approach to ad creative as we do with the components of content. The goal is to build creative that provides performance results for months or even years!

There are two ways to do this. One way is with an idea that’s so good it captures the hearts and minds of humanity, completely shifting behavior of the average person.

The most evergreen ad ever made

Those ads are once in a century ideas.

Assuming your ideas are good, but not culture-shifting good, there is another way. The second way: make a good ad better over time. Make a strong tree and grow it stronger year over year!

I've talked about howto improve your top-performing creative before, but this is a little different. While the process is similar, it's more about the content than the creative.

Let's dive in.

For starters, you can’t directly apply all of the evergreen content components to your evergreen ads by nature of the medium, but there are interchangeable aspects between the two that need to be mentioned.

Components:

  • Informative & Motivating: Your advertising efforts, like your content, should tell readers something and push them towards an action.
  • Factual: At the start, you will be throwing ideas out into the world to see what works, but very quickly you will have data that tells you which ideas work best. From that point on, always follow the data when making & launching more ad creative.
  • Unique: Introduce a new solution to your viewers (your product or value prop) & make your creative stands out among the crowd.
  • Memorable: When viewers are not only converting & clicking, but saving & sharing your ad creative, you’ll know you’ve done a good job
  • Brand Relevant: Have fun with your ideas, but keep your focus on the end-goal always
  • Adaptable: Just as with content,you need to be able to re-purpose your ad creative for different channels(Facebook, Instagram, Google, LinkedIn, etc.)

Following this component framework, you’ll be able to build better creative and continue improving it every time you make more.

Here’s a general method of applying that framework:

  1. Find the most universal need that your company solves
  2. Look at alternative solutions available
  3. Determine your uniqueness among those solutions
  4. Revolve your copy around your unique solution to the problem
  5. Change your visual creative to keep up with design trends

That last piece is key. Where there’s debate on how frequently content should be updated, it’s no question in advertising. Ads need frequent updates. Though ad ideas are evergreen, designs are trendy.

Concepts are evergreen. Designs are trendy.

Take the 'diamonds are forever' ad above. Look at how de Beers changed their creative over time:

Evergreen Concept, Trending Designs

Though the ad idea was exactly the same in every iteration, the creative changed drastically. That's how you make an ad work for 50+ years.

Looking back at what makes content and creative evergreen, there’s one main factor: customer awareness.

This tying factor was mapped out over 60 years ago by Eugene Schwartz in his Levels of Awareness model.

If your content or creative has the ability to take a total stranger to your brand from complete unawareness all the way through to actionable knowledge and purchase- congrats, you’ve made something evergreen.

But that's just my perspective.

Below, you can read 34 unique, expert perspectives on evergreen content.

Happy testing!

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  1. "Evergreen means quality and timeless content that is developed and crafted to be SEO friendly, qualitative whilst extremely and continually relevant. To make ads and content that keep performing for months or years, you will need to start focusing on the core needs of your target audience. Creating content surrounding the solution to a common and general problem is one way to develop evergreen content. Some subjects just never get old. A typical example of contents considered evergreen are “How To” Guides. Guides on “How to Build a Dog House” or “How to Plant a Rose Bush,” These are things that won't change in years to come. The least that could be done is to make an update to reflect changing trends and technology." - Manny Hernandez, CEO, Wealth Growth Wisdom, LLC                                                                                                                                                                                         
  2. "As the founder of a learning management system, I suggest that all of our course creators create evergreen courses that students can take for years to come. Whether students go through the course the day you publish it or a year later, the content should still be relevant. Of course, things change so creators have the option of refreshing content later, but having evergreen content saves hours of time and resources." - Jason Davis, CEO, Inspire360                                                                                                                                                                              
  3. "Evergreen content is content that will still be relevant to readers who discover it 2-3 years after publishing (or more). That's the only type of content I aim to publish in my business, and I always ask myself before writing a blog post: Will readers still find this useful in 2-3 years?

    If the answer is, no, then I typically won't write it.

    For example, people are always going to experience back pain. So if you write an article about 10 Amazon products that reduce back pain, people are going to be interested in that for years to come. It's never going to become irrelevant or need to be rewritten.

    However, with ads, nothing lasts forever in my experience. Even the best-performing ads eventually see market fatigue and therefore reduced effectiveness or higher costs. At the very least, you'll need to change ad images and media ever couple of months, and slightly adjust the ad copy, too.

    However, if you choose evergreen topics for your ads (like how to reduce back pain), you'll have fewer adjustments required! So the evergreen approach is also effective in advertising when choosing topics and angles." - Biron Clark, Founder, CareerSidekick.com                                                                                                          
  4. "To me, evergreen means timeless.

    As a blogger, at wiredPRworks.com, there are many posts written 10, 12, or even 14 years ago that are still timely. They may need a bit of refresh to bring in newer tech tools, but the concepts and ideas are still as relevant today as they were when they were written.

    To craft evergreen content, think about what stays consistent. For example, is your customer's journey always the same? What FAQs do you answer frequently?

    One place to look for evergreen content is in an ongoing customer success
    story.

    We started producing a bi-annual design guide for a client in 2005. The layout and format are the same: CEO letter, project profiles, company news, events and media mentions. Yet, each one of the now 31 issues is unique.

    How can you preserve what's working and keep it fresh? Take the basic recipe and add a few fresh ingredients to make it timely for today." - Barbara Rozgonyi, 4D Keynote Speaker. Expert Advisor. Amazon Author. BarbaraRozgonyi.com                                                                                                                                                           
  5. "As a journalist, I noticed that many newsstand magazines would run pretty much the same content every issue—except that they would change it up a little bit for a fresh angle each month.

    For example, every women's magazine had walk off the weight on the cover, but the articles might have been about speed walking, walking with weights, walking with a group, etc. Same evergreen topic, different angles.

    So evergreen content doesn't necessarily need to be something that's 100% relevant all the time—which is impossible—but a general topic that can be updated or redone with fresh new angles.

    As a content marketing example, say you have an article on in-home customer service for field service brands like plumbers and HVAC companies. That's evergreen because service providers always need to offer a good in-home experience. But now, you can take that topic and update it for the current COVID-19 crisis by adding information about how service providers can provide a good in-home CX without exposing themselves or their customers to coronavirus—or create a whole new piece of content around that new angle." - Linda Formichelli, Founder, Hero's Journey                                                                                                                                                                                  
  6. "I believe that evergreen content is a buzzword that many content marketers use but few understand. On its surface, evergreen content is some type of content (an article, video, guide, what have you) that remains valuable for its intended audience year-after-year with minimal updates.

    Beneath the surface, evergreen content only works if it's upwardly mobile. Upwardly mobile content bolsters the post depth, creates more opportunities for natural keyword inclusion, and answers questions your users care most about — all of which are factors that create meaningful, engagement-worthy content.

    To be upwardly-mobile, your content must follow the below guidelines.

    1. Answer an argument or question: It provides a clear, definitive answer to a common question/argument your audience faces.                                                                                                                                                       
    2. Be prescriptive and tactically actionable: It should have at least one tactical takeaway that can be executed by the intended audience.
    3. Be self-contained: The action or answer must include all necessary information so that the reader can act or deliver that answer without additional research. (A good test to determine if you need to add more resources: Could the reader act without using Google?)
    4. Be relevant: Help the audience with the challenges they face in their day-to-day life.

    After you've created upwardly-mobile content, the key is to promote it with link building, paid social media and internal linking strategies. Once the content ranks organically, you should perform annual maintenance to ensure the information is updated and adjust to any user trends you may notice in a content audit." - Travis McKnight, Content Strategist, Portent
  7. "I look at it like investing. You try to capitalize on timely events and you'll only make short-term gains. I'd rather focus all of my efforts on larger, long-term gains and more of them.

    If I were to define evergreen content, it would be content that remains relevant over time. For me, I spend a lot of time creating content that answers questions people will always be asking. For instance, How long do the effects of CBD last? How do I divorce someone with a mental illness? Does site speed matter for SEO? These topics are searches people will continue to be searching for at least the next couple of years. Of course, that doesn't mean you won't have to touch the content. Laws may change or competitors may produce something better that will require you to update what you have.

    The difference is, you're building for something with consistent searchvolume. Content on topics that aren't evergreen won't last. Examples of these kinds of topics would be changes in laws, local community updates, etc. The coronavirus would be a perfect example of a non-evergreen topic. You might be able to drive some decent traffic with coronavirus related posts, but a year from now that post will do nothing for you.

    As I previously mentioned, I think you'll need to revisit evergreen posts every few years. Evergreen doesn't mean you can leave something in the same state forever, but the best way to ensure your content continues to perform as long as possible is to make it as thorough and comprehensive as possible." - David Kranker, David Kranker Creative, Professor of Digital Marketing, Davenport University                                                                                       
  8. "What's your idea of an evergreen ad or content? I started a global branding and marketing firm 19 years ago. I am a big fan of Content Marketing which is a great way to build your brand, increase your visibility more broadly, raise your profile and attract more clients. I regularly share quality content based on my experience personally and professionally. To qualify it must be timely and relevant. To generate ideas I look at the calendar to see if there are any natural opportunities based on the season or activities, keep a running list of topics I get asked about by my clients and other business owners and note when I read or hear about something new I want to explore further, a trend, theme or idea that catches my attention. Once I decide on an idea to write about I may do research on the topic, talk to people for input and just start typing. If I have a unique perspective to share or any advice I think may help others I get it out there via social media or whatever distribution vehicle makes the most sense. I wrote a monthly column for Entrepreneur for ~4 years and then Forbes for ~1 year. Some of my most popular columns were about evergreen topics that appealed to a broad base.

    What does evergreen mean to you?
    There are topics and themes that are universal in business and if it is an issue that affects me or my company then it is likely to be a topic that impacts others too. I often wrote about being an entrepreneur, the trials and tribulations of starting and running a growing business and topics/themes that came up regularly that I thought might be useful to others as well around staffing issues, raising money/fundraising, scaling, dealing with difficult clients, managing your Board, etc. Evergreen content is relevant whether you are B2B, B2C, nonprofit, startup or a large company, these issues never go out of style.

    How can you make ads or content that keeps performing for months or even
    years?
    The world has changed dramatically in the past few months so as far as messaging goes, between the pandemic and the possible recession, brands have an opportunity to further connect with anxious consumers and focus on the true relevance of their products or services. We have to pivot here too and acknowledge that now things are different so we need to communicate in a way that will give our audiences better focus, helping them to create a bridge from today to the future. We need to communicate in a way that combines information and need, synthesizing feeling and facts. I feel we have a tremendous responsibility because never before has communications had the power to help society in the way that it does right now. Words are part of the healing process and we can see which leaders and brands are doing the best job every day with messages that touch not only the mind, but also the heart and soul. There has never been a more important time to provide accurate, empathetic communication with transparency, truthfulness and timeliness. It is inappropriate now for content to appear tone deaf in any way to this crisis. Do not ask to be paid, be too salesy, imply solidarity, hope they are doing well, etc. it seems cheesy and worse opportunistic. Everyone is struggling right now to find a new normal so the key is to show your humanity and compassion while we look out for one another. it is going to take some time to figure out the new normal going forward given the current situation and the new ads and content will emerge over time as the economy bounces back. All we know now is that the messages will be
    different for sure based on the new reality." - Paige Arnof-Fenn, Founder, Mavens & Moguls
  9. "First of all, let me start answering your question on how I look at the
    term evergreen.

    I'd say that proclaiming something evergreen is the same as saying that it's a 'classic', that it has certain qualities that make it and keep it safe from falling out of trend and being forgotten. I think that being forgotten is one of the biggest fears of marketing and that everyone strives to have that special something that will make it last in the memory of the consumers.

    There is a ton of different examples, from consumer electronics to children's toys. I think that they all share a unique way to look at the world, and as a continuation of that, unique solutions to certain problems.

    Look at Lego's for example. They are instantly recognizable without much marketing (or so we think so), and they are needlessly modular and adaptable in the imagination of kids (young and old) who play with them.

    And how does that helps marketers create good content? I think that the key is in offerign a unique perspecitve and a distincitve personality of the product.

    For example, using unconventioanl media to advertise on, or simply offering a uniqe and catchy slogan and logo are a good way to start. Let it have a personality and let it grow and change with your audience." - Mike Sheety, Director, ThatShirt
  10. "What's your idea of an evergreen ad or content?:
    To me evergreen means definitional. The evergreen content on my site that performs year-after-year offers a definition to readers either of a concept or a process.

    Conceptually, my piece, What is an information Worker? gets dozens of hits a day because Microsoft created a term that they never really define, they continue to use it, and I have the deepest explanation of that term on the Internet. Not every definition draws recurrent traffic. This one happens to be a definition that doesn’t have many other credible sources. My other definitional piece, What is the difference between Data, Information, Knowledge and Wisdom?, falls into this same category.

    My second type off evergreen content comes in the form of process definition. I wrote Developing a Winning Thought Leadership Strategy as a response to a colleagues challenge about sharing how I think about my primary work. This is a long post, but it is almost a mini-course in thought leadership thinking. Mine is not the only source for this topic on the Web, but it is one that seemingly ranks with search engines and resonates with readers looking for guidance.

    As an aside, I also have several strange evergreen pieces, such as reviews of hardware that, like the information worker definition, don’t have many sources. Over the last couple of weeks for instance, and I don’t have any clue as to why, reviews of VR headsets from a now defunct company have been very high on the hit list." - Daniel W. Rasmus, Founder, Serious Insights
  11. "How to create a long piece of “evergreen” content:
    1. Identity the right subject or topic. Avoid articles on products, focus on your audience’s problems. Remember the content must be valuable and interesting over time.
    2. Conduct research. Get information, read stats and list all the citations and references you will use. They will be helpful with being perceived as a trustful source of information.
    3. Choose the structure of your content. Evergreen content best formats include guides, “how-to”, checklist and lists content. An example could be “The Definitive Guide 2020 to Puppy care and early training (first 3 months)”
    4. Break down your content into different “chapters”. Evergreen content is usually longer than standard content. They required lots of research and effort. Therefore, you want to maximize views and click by breaking down a big topic in subtopics, giving the reader the chance to go straight to the section he is interested in.
    5. Monitor and update, if necessary, your content." - Kenny Trinh, CEO, Netbooknews
  12. "Evergreen content remains relevant for long stretches of time and requires only minimal upkeep.

    To make evergreen content, there are 3 primary requirements that content must meet to be evergreen.

    The most basic requirement is the the content must be timeless. The content might need to be tweaked on occasion, but the overall content will not see significant changes for years.

    The content must also be of high quality and useful to the intended audience. It's content that gets noticed and sees a significant amount of traffic. If the content doesn't provide sufficient value and doesn't garner attention, it's not evergreen content.

    Lastly, the content needs to be canonical. The content needs to be definitive on its subject matter. To be canonical the topic must be explored in depth and cover topics in detail.

    I tried to to not be too long-winded, but if you have any follow up questions or if you require any further information from me, just send me a message and I'll respond as quickly as possible." - Shane Hebzynski, Founder, 3catslabs
  13. "What does evergreen mean to you?*

    Evergreen content is any piece of content that regularly brings a predictable amount of traffic over the next 2-3 years.

    All the content I write is designed to be evergreen. One key requirement for this is that you only write content that people are actively searching for. So, the simplest measure of evergreen content is a predictable monthly search volume and a predictable trends graph (Google trends).

    How can you make ads or content that keeps performing for months or even years?

    To make evergreen content, the first place I start is Google. I use Google autocomplete and query tools such as YouAutocompleteMe and Answer The Public. These tools give me a good indication of what people are searching for in my niche.

    Then I analyze the search results for the selected query and work out a plan of how I can create content that is 10x better than the first page results in answering the query. You can see examples of this work on my blog.

    This process ensures that I am only writing content that people are searching for and creating content that is guaranteed to beat out the competition bringing me evergreen traffic!" - Naz Ahm, Founder, StudioGrowth
  14. "A lot of people you ask will say that evergreen content is content that remains relevant beyond this particular moment, unlike your standard news content that is linked to a specific date. This is true, but this is also
    the simple definition! When creating quality content, you know that you want to aim for *real* evergreen content to incorporate into your blend, which remains relevant regardless of the season or even the year; you want content that readers can refer back to in 5, or even 10, years.

    To do this, you really have to think about all the nuances of your industry. Working in digital marketing, there are many different branches to work with; let's use this article on types of video production content. This is an example of great evergreen content because it's something that will likely remain relevant for at least the next five years; trends show that video content is on the rise, so the odds\ of having your audience refer to it over an extended period of time is far greater than say, this piece on the social media predictions for 2019.

    Like with any content, when curating evergreen content you need to hone in on your audience. What do they want to know, and/or what will they want to know in the future? Anticipate their needs before they even know them! In this way, you can stay relevant beyond the week or so after you post an article, and can generate more attention to maybe some of your more provocative, but timely, pieces. It's that evergreen content that gets people to your site, but it's the quality of your healthy blend of relevance that makes them return!" - Dakota Brown, SEO & Content Manager, Social Eyes Marketing
  15. "Evergreen content might not get a flood of attention all at once, like the people searching for the latest football scores, but the point is that it gets a steady trickle of attention overtime. It's not something that many people need right away, but something that everyone might eventually need.

    To make the greenest content possible, you'll want to look up the most frequently asked questions regarding your desired topic. This gives you some insight as to what constantly brings people back to this topic. Answer as many if not all the questions in your article. This means that each time a reader searches for an answer, odds are they'll come across your content. In addition, you can also preempt any questions you think might not be obvious, to catch any new queries.

    To avoid making fly-by content, avoid details that will immediately date your content. Things that are political, pop-culture or change frequently (i.e. new tech) are examples of things to avoid when your trying to make your content evergreen. says Rhea Henry, a content strategist with EnergyRates.ca, a price comparison website that helps consumers find low-cost rates for electricity and gas." - Rhea Henry, Digital Content & Communications Specialist, Energyrates.ca
  16. "Content can be as valid three years from now as it is today. But that depends on the topic. Some content can never be evergreen, such as reviews or anything focused on technology, fashion or trends. As much as some things change in society, others don’t. For instance, human psychology remains pretty stable, as does interpersonal communication, nature and long-term investments (such as real estate). To make content evergreen, one has to focus on people, who don’t change all that much, and use good English. Meme language and street language should be avoided. A word that is really cool today, could actually be offensive or simply sound outdated a year or two from now. While “good” English will change over the decades, it is evergreen in the medium term. If content is evergreen, does that mean you can and should forget it? Can, yes. Should, no. It is still worth revisiting evergreen content every now and then. It is worth seeing if anything sounds outdated, because one can never predict with certainty what will and will not change. It is also worth seeing if your thought process has modernized, and you might want to improve your content. Plus, search engines like content that is fresh and updated." - David Leonhardt, President, THGM Writers
  17. "What does evergreen mean to you? - content that drives you traffic for a few years and you just need to slightly update it every year. Evergreen content isn't based on trends. It's built on basic principles for your industry and dives deeper in the details.

    How can you make ads or content that keeps performing for months or even years? - well, the first and foremost, you need to make tons of research. See what people are constantly talking about on forums. Check the magazines in your industry. See what's published. Check Google results - make sure that there isn't any other content on the topic you are planning to write.

    Once you are done with the research and have your idea, mail a few people in your market asking them if they like the topic - if they do, go for it!" - Momchil, Chief Marketing Officer, Codegiant
  18. "As an internet marketer who focuses on traffic sources like Google, creating content around evergreen topics is highly important to the success of my business. Evergreen means everlasting, where the topic will stay relevant for a few years minimum, if not longer or forever. Typically, this type of content relies on Maslow's hierarchy of needs, where health, wealth and relationships are three topics that will always stay relevant.

    When creating content for these topics, I focus all of my efforts on giving the user the best experience possible. This ensures that search engines will keep me ranking high, even with algorithm changes and other factors! At the end of the day, you want to give the best solution to the user searching, whatever that may be." - Dylan Gordon, Founder, Hustlersource.com
  19. "To me, evergreen content means that the topic is always relevant but the data can be updated on a semi-regularly basis to keep the data fresh. Say for example you did a survey on package theft around the holidays. That content idea is an evergreen idea so people deal with it each year on a regular basis, but eventually the data is going to get old. However if you decide to survey people each year and continue to add year over year data around the same topic, both the content idea and the data stay evergreen. This is the best way that I've found in my 14 years of marketing to have content perform well over a long period of time. Happy to expand on this more or answer any follow up questions that you might have. Cheers!" - Matthew Zajechowski, Outreach Team Lead, Digital Third Coast
  20. "My idea behind evergreen content is something that I create today and can be consumed by my readers for the next few years. Evergreen content can be podcasts episode, your blog where you can share your experience, learnings, and anything that can be considered useful for your audience in the long run.
    The content that will be as useful and valuable as it will be 2-3 years from now can be considered evergreen content. Just to conclude, anything that will be useful in the long run is evergreen content and will keep giving your ROI. an example can be a biography of Bill Gates that will inspire people for the next few hundred years." - Aditya Vikram, Founder, BlogsGeek
  21. "In answer to your question, to me, evergreen means a piece of content such as a blog, article or eBook, that is written in a way that makes it timeless. This means the text doesn’t need to be updated regularly, or even at all. You write it once, and several months and years later, it’s still relevant and makes sense just like the day you wrote it.

    In order to achieve this, it does require a lot of planning, but once you get it right, you’ll have top-performing content that doesn’t need updating. The most important thing is to make sure nothing is time-sensitive, e.g. talking about upcoming dates, releases, or events. You sometimes have to swap out preciseness for more vague words, but that’s what you sometimes have to do to ensure it remains evergreen." - Beth Noll, SEO & Content Manager, Gift Observer
  22. " For me, evergreen content or ads are something that stays relevant and up to date as time moves on. It doesn’t mean that evergreen content keeps changing, it’s just never getting old. The name evergreen implies this, it’s always green and always fresh.

    Being the editor of a gadget review publication, it's hard to create evergreen content since most gadgets change within a year. But I can still make some content evergreen by creating How-tos, Best practices, and articles that gives tips. An example article in my industry would be, “Best Practices When Choosing a Laptop for Business”" - Anh Trinh, Managing Editor, GeekWithLaptop
  23. "What does evergreen mean to you?

    How can you make ads or content that keeps performing for months
    or even years?

    Evergreen content to me means content that can be continually updated over time and be delivered over multiple channels in different assets. It has to be aligned to the brand's value and be something that delivers on that company's promise. A free template, resource or guide is usually the first place I would start ideating on concepts." - Chris Fitzner, Marketing Strategist, Appian
  24. "Content can easily be evergreen if the topic is long-lived and you continue to update it. So if you had a blog post guide on Pay-Per-Click Ads, that's a piece of content that you can update indefinitely. This is because Pay-Per-Click Ads are unlikely to become irrelevant. People that link to your article will also appreciate the fact that you are consistently making sure that the post they linked to is actively updated and correct.

    Additionally, this type of content will acquire more backlinks over the years, which will make it rank better for competitive search queries. There really is no downside to keeping content evergreen and relevant." - Greg Birch, Content Manager & Search Engine Marketing Specialist, Drop Ship Lifestyle
  25. "My idea of evergreen content is one that speaks to the needs of your audience regardless of circumstances or situations.  For example, I focus on facilitating outcomes for clients by equipping their people to manage change.  Even though COVID-19 is what everyone else is talking about, instead my podcasts, articles and videos continue to focus on tips, strategies and action steps around my central messages of engagement, learning and leadership by providing best practices.  In this way, I'm able to repurpose my content from last year to highlight strategies that are applicable today.  Evergreen content is ever relevant and timely." - Keisha Rivers, Chief Outcome Facilitator, The KARS Group LTD
  26. "Evergreen content: We operate within an industry where information is constantly shifting, however we've still managed to find a way of producing evergreen content by producing content that will be useful regardless of how the industry changes. This type of content has to focus on certainties - for example, there are a number of ailments that we know for certain CBD won't be able to help with. So because the information related to this will not change, we can consider our articles on these topics evergreen." - Sam Williamson, Owner, CBDiablo UK
  27. To first crucial ingredient in creating true evergreen content is writing it with a strong focus towards SEO. This ensures that your piece will continue to be read for years to come, courtesy of its position in search results. In addition, when drafting towards evergreen content make sure to not reference specific date or season marks, as it will cause the piece to feel outdated and less relevant" - Lee Dussinger, Lead Marketing Strategist, WebTek
  28. "Evergreen: As a digital marketer, an evergreen ad or offer means that no matter how long it’s been since I first rolled out the offer, it’ll always be relevant. I just published a book about marketing on social media (Online Marketing Genius), and within it I put tactics and strategies that would stand up no matter what new social media platforms come out. So my offer of free plus shipping will be evergreen because I feel people will always need that knowledge." - Brimo Morales, Founder, Brimo Live Journey to 6 Figures Podcast
  29. "Evergreen content is content that will never go out of style. Lists, how-to pages, and top 10 pages are all examples of good evergreen content. If it is considered news, it is most likely not evergreen content. You can make this type of content by writing about topics that do not change with time. For instance, your how-to video is a piece of content that is most likely never going to change. Your process is solidified, and when people look it up 10 years from now, the process will still be the same.” - Ryan Anderson, Founder, Bead the Change
  30. "Evergreen content is simply any content that remains relevant over time. It’s always green lighted. It always works, no matter the year, day, month. A recipe for chicken dinner is a great example. You can make chicken any day of the year and a recipe posted in 2003 is just as relevant today as it was in 2003." - Anita Kirkbridge, Founder, Twirp
  31. "Evergreen content is that go-to content for ads/promotion that works every time. It is an ad campaign that you can fire up, send to new customers, and you know it is going to convert. The best way to make these types of ads is to include an offer the most people would never refuse." - Russel Michelson, Founder, Paper Box SEO
  32. "Evergreen content something that can’t be outdated over time. I would always make sure my content does not include year stamps in the meta titles or description such as 2020. You can include this is articles such as lists and the best of, though you will have to update it every year." - Rob Stand, Founder, SEO Better
  33. "To me evergreen content means content that will stand the test of time. This means it is not based on current events, fads, trends, news, games, or any type of content that needs to be updated continually to be relevant. To create evergreen content you should write content that stands on its own, throughout time and hits on deep human needs." - Stacy Caprio, Founder, Her.CEO
  34. "Evergreen content addresses a question, issue or topic that people will be searching for at any time of year. It's essential to feature this type of content on your site to ensure you signal to Google that you're an expert in your niche. To create evergreen content that continues to perform long-term, you need to provide the best user experience. Start with keyword research for your piece, see what your highly-ranking competitors are doing and use this for inspiration - while figuring out what you can do even better. Ensuring that you fulfil the searcher's intent is the key to content that ranks well and drives organic traffic." - Alice Gerwat, Senior Content Editor, Magic Freebies

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How to Run a Multivariate Test

The Beginner's Guide

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How to Run a Multivariate Test
The Beginner's Guide

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