The first time I wrote about evergreen content was in 2015 when I described how to write it. A few months later, I created an ultimate evergreen marketing guide for entrepreneurs. Then in 2017, I gave you a list of evergreen content ideas, but I also shared with you why sometimes, it is useful to choose topical content over the evergreen kind. As you can tell, all these posts focus on the creation side of the story. This month, I learned about the maintenance side, and I wish to share with you what I learned about updating your evergreen content.

‘Why You Should Be Updating Your Evergreen Content’ I have mainly written about evergreen content from a creation point of view, not from a maintenance point of view. In this blog post, I share with you what I learned about updating your evergreen content:

Why would you want to focus on evergreen content?

An evergreen blog post is a post that you write one time and publish it, and it then offers the same value to readers on day one as it does on day 366 and so on. You put in the work once, and it keeps delivering value for a long time. Faisal Kalim says that evergreen content leads to “steadier traffic, better advertising prospects, and e-commerce revenue.” It “leads to more organic traffic to the site. Organic traffic, widely considered to be the most valuable traffic source for publishers, is now responsible for over 50% of all site traffic.”

Kalim gives the example of Wired, where “60% of the total visits are to new stories, 20% to stories that are between one week and six months old, and the remaining 20% to content that is older than six months.” Do you think your archive is dead? It works harder than you can imagine! It is because this type of content typically satisfies informational queries very well, and it tends to rank higher.

Evergreen content does not have to be hard

Kalim mentions an interesting example of how you can turn an event (usually topical content) into three pieces of highly-engaging content. Coming up with topics for evergreen content might be challenging for some, but The Observer simply engages its readers in finding topics. A new burger restaurant was coming to their area, and on Facebook, they asked followers for their favorite local burger restaurants. They then put those answers in a poll in an article (over 2,000 people voted), and the results were collected a slideshow. Consequently, they had a social media post, a slideshow, and an evergreen article where visitors can find the best local burger restaurants according to the locals. That is valuable information people are looking for!

Updating your evergreen content

The thing that stood out the most for me in Kalim’s article is the strategy Ebner uses, which is a German B2B and special interest publisher. They aim to resurface evergreen content frequently, and so they rework evergreen articles every three to six months. According to Kalim, “their audience development department checks the most popular Google-search keywords and phrases, and updates the articles accordingly.” Updating your evergreen content requires much work, which might be difficult for small businesses, but it does expand the reach of your content.

Repurposing your topical content?

Another approach they have is repurposing news into evergreen content. The article uses the example of a new Rolex. The launch is news. Then, this Rolex undergoes modifications, and there may be additional information about the resellers’ market or grey market. You could turn all of these updates into topical articles. That could lead to the original article being buried under new content. Instead, the publisher keeps updating and resurfacing it. That means less work as well as a more extensive reach of your original article.

Jot Jot Boom has another example of how you can repurpose evergreen content. Once you know your most popular blog posts, “you can cut up the format and turn them into listicles, infographics, videos or find an industry expert and turn it into an interview.” If you think the post is good the way it is, you can still try to update the keywords, image, and facts, so it “works a little harder for you.”

Evergreen videos and podcasts

In this blog post, I mainly discuss blog posts as potential evergreen content. However, video is a great way to create this type of content as well. Are you not sure where to start? I created a YouTube channel about two years ago, and I have shared what I learned along the way.