“I know I should be blogging regularly, but I don’t know what to write about!”
“I want to do social media, but I feel like I’m shouting into the void.”
Sound familiar?
If you’ve found your way to my site, you’re probably aware that great content is an absolutely essential part of your marketing strategy. But many business owners fail to make the most of content for one simple reason: they don’t have the time, energy, or inclination to come up with new ideas week after week.
But what if you didn’t need to?
I hear stories like this from business owners all the time. That’s why I decided to launch my evergreen content library offer to help clients escape the content grind and get better results in far less time.
What is Evergreen Content?
Evergreen content is material that isn’t tied to any particular time period, news item, or trend. It is designed to remain relevant and valuable long-term by focusing on core topics of interest to your ideal audience. It can include advice and guides, tutorials, listicles, product reviews, FAQs, glossaries, case-studies, and much more. Though this post focuses on written material, since that’s what I create for my clients, evergreen content can also include visual, video, and audio content.
Just like the evergreen trees after which it is named, evergreen content doesn’t wither and die with the changing seasons. If you do it right, it can draw in audiences and make you money for years.
To get a bit meta for a second: this article you’re reading right now is evergreen content because it contains information that will likely stay relevant and benefit my audience for the foreseeable future.
What is an Evergreen Content Library?
An evergreen content library is an intentional, curated, and strategically-aligned set of 10-20 pieces of longform blog content. Every piece is written to:
- Answer the questions your prospects are asking
- Address any concerns or objections
- Give readers all the information they need to be ready to buy from you
- Drive search traffic
- Convert visitors into prospects and prospects into customers
- And more!
Every piece in an evergreen content library is based on a deep understanding of audience demographics, needs, pain-points, and search intent. An evergreen content library is designed to be high converting and repurposable, offering an ongoing return on your investment. That means there’s no room for guesswork here; every piece must earn its place in the library with a clear goal and purpose that aligns with your audience’s needs and your short, medium, and long-term business goals.
10 Reasons You Need an Evergreen Content Library
All businesses need evergreen content. While seasonal and timely content certainly has its place, evergreen content has the potential to do far more and for far longer. In this post, I’ll share some of the reasons you need an evergreen content library and show you just ten of the amazing things it can do for you.
Drive High-Quality and Consistent Organic Traffic
When it is well-written and properly optimised for relevant keywords, evergreen content can be an SEO powerhouse. This foundational content (also called “cornerstone content”) helps search engines such as Google to understand what your business is all about and to recognise it as an expert source. This type of content is also perfectly positioned to meet Google’s E-E-A-T ranking framework, which prioritises resources that demonstrate experience, expertise, authoritativeness, and trustworthiness.
While seasonal and trending content can give your website a short-term traffic boost, evergreen content has the potential to attract consistent traffic for years. If it is well-written and genuinely valuable, it will attract high-quality backlinks and increase your site’s authority as a relevant, trusted resource.
Over time, all of this leads to consistently strong SEO performance and brings a consistent flow of organic traffic to your site.
Pro tip: By reviewing and updating your evergreen content occasionally (say, once or twice per year) with new statistics, case-studies, links, or insights, you can keep it fresh and keep its search performance healthy with a very low ongoing investment of time.
Attract High-Quality Leads
“I get website visitors, but almost none of them buy!”
If you’ve been posting content and following SEO best practices for a while, you might have a steady flow of traffic to your site. But is that traffic converting? Many business owners get frustrated when they see their site doing healthy traffic numbers but their conversions stagnating or falling.
This might be because you’re attracting the wrong type of traffic.
Unless you’re making money solely from clicks or ad revenue (which, unless content creation is your entire job, you’re not) your traffic numbers alone only tell half the story.
Think about it like this: imagine your website is a physical store. Would you rather have 100 customers who come in, wander around, browse, but don’t buy anything… or 10 customers who want exactly what you’re selling and are ready to purchase? The second one, right?
You should approach your content marketing in the same way. Quality and curated evergreen content answers exactly the questions your ideal customers are asking and gives them precisely the information they need to be ready to buy from you. Its role is not simply to increase your traffic, but to increase the quality of that traffic, bringing in more qualified leads.
Guide Prospects Towards Informed Buying Decisions (No Hard Sell Necessary!)
There are a lot of sleazy marketing tactics out there, from hard-selling to misleading customers. But I specialise in supporting ethical businesses and entrepreneurs who care about doing things the right way.
High-quality evergreen content is an ideal way to guide your prospects through their customer journey and support them in making informed buying decisions. It achieves this by speaking to their needs, their concerns, and their pain-points, providing unbiased information with empathy and transparency.
Here’s an example: I recently published two pieces of content on why I might be the right writer for you… and also why I might not be. Some people might look at this second article and wonder if I’ve lost my mind, asking themselves, “why would she ever want to put people off working with her!?” The answer is because, when a client and a service provider are a poor fit, everyone has a bad time and no-one gets what they need out of the partnership. I want my clients to love working with me, come back time and again, and recommend me to their networks. That’s never going to happen if we’re completely wrong for each other.
When you provide transparent and honest information through high-quality evergreen content, you not only build trust but also help to ensure your customers will be delighted with their purchase when they take the leap. Buyers’ remorse is not good for business, and your customers are far less likely to experience it if they have all the information they need before they part with any money.
Beat the Trend Cycle and Build Long-Term Loyalty
Many ethical businesses, particularly those in product-based spaces, eschew rapid trend cycles in favour of offering items built to last. “Buying once and buying well” is far better for consumers and for the planet, but it can also be beneficial to businesses. Would you rather have a reputation for creating a product that breaks and has to be replaced every couple of years, or for making something that lasts a lifetime? Which do you think will garner positive reviews, boost your reputation, and have your customers recommending you to anyone who will listen?
Regardless of the type of business you run, breaking out of chasing every trend can also be beneficial to your content marketing efforts. It allows you to build a timeless brand identity which will have staying power year after year, create a deeper emotional connection with your fans, and grow the kind of trust that leads to long-term loyalty.
That’s not to say there is no place for trend-based marketing. I watched about a million of those “we let our Gen Z team members write the marketing script” videos that were all the rage a couple of years ago and thought many of them were hilarious. Some well-thought-out seasonal content sprinkled amongst your core evergreen material can be a boost to your strategy. But ultimately, unless you’re supremely lucky, a viral moment probably has less long-term value than a well-produced piece of relevant and informative evergreen content.
Get Off the Content Treadmill Forever
Are you creating content week after week, showing up consistently like you’ve been told you need to, but still seeing disappointing results?
If so, you might be on the content treadmill.
The content treadmill is exhausting because it requires you to keep coming up with ideas and churning out more, more, more all the time. It can lead to burnout and falling out of love with your business. It also doesn’t work! The content treadmill prioritises quantity over quality and requires constantly chasing those fleeting trends we discussed above, leading to diminishing returns and a low return on investment.
Evergreen content is the answer.
With a strong evergreen content library, you’ll never need to force yourself to come up with yet another uninspiring listicle to satisfy the algorithm ever again. Instead, we’ll create content that gets results long-term and provides you with infinite opportunitiesd to repurpose, reuse, and re-share your content, freeing up your time and energy to actually run your business.
Build Customer Trust
Longform evergreen content that is genuinely informative and valuable shows your customers that you care about them and want to help them. Over time, this encourages people to view you as a trusted source.
Would you rather buy from a business that just wants to make a sale at all costs, or one that wants to make sure its products or services will genuinely help you? Almost everyone will say the second one. Trust-building evergreen content that provides value with no strings attached allows you to position yourself in that second category.
And, because evergreen content is so repurposable (more on that in a minute), it enables the kind of clear, consistent messsaging that builds trust over time.
Showcase Your Expertise
Unless you’ve come up with something genuinely unique or niched down to the extreme, your business probably isn’t the only one out there doing what you do. There are probably other brands selling similar products or other providers offering similar services.
So what makes yours different?
The answer is you. Your vision, your values, the knowledge and experience that brought you to where you are today. Longform evergreen content is the perfect place to show off that knowledge and experience, positioning yourself as an expert and an authoritative voice. Thought leadership content, opinion pieces that highlight a unique stance or unusual approach, tips that show a deep understanding of your customers’ needs, or guides that evidence your subject matter expertise are all great ways to use evergreen content to build authority.
Get a Better Return on Your Content Investment: Buy Once, Make Money Forever
By definition, seasonal or trending content has a limited lifespan. And, though seasons come and go and trends can make a comeback, in most cases this means they’ll only get results for a short period.
Evergreen content, though, works differently. With a little low-effort maintenance and some strategic repurposing, your evergreen content library is something you can buy just once and then use to make money forever. In terms of both SEO performance and sales, quality and properly-utilised evergreen content can offer a significantly bigger return on your investment over time compared to trending content.
Repurpose Your Content Over and Over
I’ve hinted at this benefit a few times throughout this post, so let’s talk content repurposing!
Repurposing simply means using the same content again and again in different ways. One of the greatest strengths of an evergreen content library is that it is designed to be repurposable from day one.
How can you repurpose your evergreen content? Here are a few ways to get you started:
By the way: no, your audience won’t get bored with content repurposing if you do it well. The ideas isn’t just to copy/paste the same material again and again or keep posting the same blog links to your social media. Proper repurposing, such as the examples discussed above, builds authority through repitition. And, since most of your audience won’t see every single piece of content you put out and new people are likely finding you all the time, repurposing and repetition makes perfect business sense.
By the way: I offer ongoing content maintenance and repurposing retainers for evergreen content library clients starting from as little as £250 per month.
It Works for Businesses of All Sizes and Types
The most brilliant thing about an evergreen content library? It can work for just about any business.
Product-based, service-based, or a mix of the two? Highly local or completely online? One person operation, small business, or large company? B2B or B2C? In an ultra-technical or fabulously creative sector? It doesn’t matter! This strategy, when it is implemented well and managed consistently, can work for just about any business under the sun.
Let’s Start Creating Content That Converts
My evergreen content libraries are available in 10, 15, or 20-piece packages starting from £5000 including keyword and competitor research, content optimisation, on-page SEO, and two rounds of revisions.
Have a different content volume in mind? Already done your own keyword research and just need someone to write up the content? Not a problem; I can also offer bespoke packages tailored to your needs.
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