When trying to grow a small business, it’s easy to get wrapped up in trends that fizzle faster than the foam on a latte. If you want to build a brand that stands the test of time, you need evergreen content—content that remains relevant and compelling long after the hype around today’s buzzword fades.
Think of it like your favorite timeless outfit (that little black dress!) that always looks and fits perfectly; evergreen content for your business is the foundation you can trust to ensure your small business thrives year after year.
In this post, I’ll clarify what evergreen content is and why it matters for long-term growth.
What Is Evergreen Content and Why Does It Matter?
Evergreen content is the digital gift that keeps on giving—a blog post, a guide, or any resource that stays relevant no matter the season. This content remains fresh and valuable for your audience, no matter how technology or market trends change. Maybe you own a local marketing agency, or you’re a solopreneur in the health and wellness space—chances are, there are recurring questions people keep asking you. That’s your chance to provide answers that never go out of style.
How Evergreen Content Is Effective
- Long-Term Relevance: People will always need “best budgeting tips” or “resume-writing hacks.” These topics don’t expire.
- Steady Search Traffic: If you satisfy those timeless questions, Google will keep sending traffic your way.
- Authoritative Positioning: Become the warm, reliable voice your audience turns to when they need answers, big or small.
Why Evergreen Content Is Important
- Builds Trust: If your articles always deliver value, your readers see you as a go-to authority.
- Supports SEO Goals: Timeless pieces get consistent engagement, boosting your site’s ranking.
- Reduces Content Burnout: Instead of chasing every shiny trend, you can breathe easier knowing your core pieces are still working for you.
Evergreen Trends
Interactive Tools
- Why it’s evergreen: People love hands-on resources—think calculators, quizzes, checklists—that solve universal questions.
- Practical example: A meal-planner app stays relevant no matter how the market evolves.
Video & Podcast Evergreen Content
- Why it’s evergreen: On-the-go audiences want content they can listen to or watch anytime.
- Practical example: Recording a podcast episode on timeless leadership principles or filming a tutorial for a product that rarely changes.
Long-Form Guides and E-books
- Why it’s evergreen: Comprehensive guides remain a beacon for people looking to learn a topic in depth—plus they position you as the expert.
- Practical example: A 20-page e-book titled “Mastering Pinterest Ads” only needs minor tweaks each year to stay fresh.
How to Create Evergreen Content
Now that there is more clarity on evergreen content, let’s discuss how to create it.
It will feel overwhelming, but keep in mind this is an investment of time with continued returns for that time in the future.
Before you open up that spreadsheet, I recommend outlining your topics and how you want to deliver this information by jotting it down on paper first to avoid staring at a blank screen.
Step 1: Identify Core Pain Points and Questions
Brainstorm every question you’ve ever gotten from a client or potential customer and their pain points. Questions you feel like every client asks and restless thoughts that keep them up at night are great ways to jumpstart your list.
Rank them according to how frequently you are asked those questions, then choose the top ones that pop up repeatedly. How many you need depends on your goals, but I suggest at least 10 to get started.
Step 2: Keyword Research
I hear you—you’re not a copywriter, so how in the heck are you supposed to conduct keyword research? While I encourage you to contact a copywriter for assistance (cough, cough), that may not be an option for everyone. Until you are ready to bring in a pro, try the free versions of Ubersuggest or Semrush. Both have premium upgrades, but the free versions should work fine to get started with some core keywords and phrases.
Tip: To see what current search terms are being used on Google, open up a Google or Chrome browser. Type in a keyword, and as you begin to complete the word, additional phrases will automatically pop up on Google. In the example below, I typed in “google ads” and was then shown other queries with that phrase.
Not all are helpful keywords I would use in content, but it can give you ideas on similar topics or more specific issues to address in your content.
Step 3: Create Content Around These Core Questions or Pain Points
Once you have a list of your topics, outline the solution(s) your business offers. Anything that can distinguish you from your competition is something to incorporate into that content.
Be careful not to get caught up in your industry jargon. For example, if lawyers start talking about legal precedent, they will lose their audience quickly. However, if they explain that they want to reference an established rule in another case, the reader is more likely to understand and stay engaged.
Step 4: Consider Your Visuals
Words are essential, but providing visuals that align with your message goes a long way to keep your reader’s attention. Original, quality images, short-form videos, and ensuring that your content looks great on tablets and mobile devices are must-haves to stay competitive.
Step 5: Incorporate CTAs and Internal Linking
CTA stands for “call to action.” The buttons you see on web pages with phrases like “Sign Up Now,” “Request a Consultation,” or “I’m in!” are all examples of CTAs. The goal is to direct your reader to call, sign up, or complete a contact form, just to name a few, so they know what’s next.
Instead of a CTA, it may be more helpful to direct them to a page on your website, a blog post, or listen to your latest podcast. These are links you can include in your content to make it easy for your readers to take the next step.
Step 6: Determine the Evergreen Content You Want to Create
Remember, evergreen content is a foundational piece of content. These are not social media posts, but you can create numerous posts that refer back to that piece of evergreen content.
For example, if you create YouTube videos, you create and publish them. Then, you can create multiple social media posts on your active channels (more on that below) and repeatedly publish different posts on that same content throughout the year.
Other examples of popular types of evergreen content include:
- Blog Posts: Blogs have been around for years, and occasionally, you may hear that they are no longer relevant. However, blogs focusing on helpful, relevant content are still highly effective for SEO.
- Podcasts: Podcasts continue to boom in popularity, and like blogs, they are great for SEO and link building. In addition to the audio, transcripts of the episodes can be published, which is another way for the content to be distributed and boost authority.
- YouTube Videos: Short-form videos are certainly a trend, but videos with longer watch times offer better optimization and engagement opportunities.
- How-To Guides: “A Beginner’s Guide to [Fill in the Blank] can offer ground-level insights and stays relevant as the basics don’t radically change.
- FAQ Pages: A helpful FAQ sheet or web page benefits your audience as it consistently answers the same questions your audience may have year after year.
- Case Studies or Success Stories: Showcase how a client came to you with a problem, and you resolved it for them. You cannot underestimate the power of connection when you demonstrate results that your next potential client wants or needs.
Step 7: Determine What Social Media Platforms to Use
This one can be tough. You’ll likely begin to pressure yourself to be on all major channels. It seems logical to cast a wide net. But if your audience is only on LinkedIn, there’s little point in expending your efforts on Instagram or X.
Ask yourself where your target audience is most active. Then, determine if that platform aligns with your brand. If you’re a photographer, Instagram is an obvious choice because of the stunning visuals you can display. However, LinkedIn is more likely to attract your dream clients if you’re a financial advisor.
Competitor research is also important. You never want to copy or plagiarize, but you want to note what topics your competition is discussing and how frequently they post. The type of engagement (meaning how many people like or comment on the posts) that is happening with their posts is also worth considering. Make sure your content can compete while remaining true to your brand and creating unique content.
Setting Up Your Evergreen Content Strategy
Creating one or two evergreen posts is great, but a strategy ensures you have a systematic approach that continues to be valuable over time. There are many free content templates, but customize them to fit your needs.
Below is a sample spreadsheet template to organize and track your evergreen content ideas and updates. Start simple and add columns as you formulate your strategy.
| Topic | Keyword | Format | Platform | Publish Date | Update | Notes |
| “The Beginner’s Guide to…” | Marketing Funnels | Blog Post | Blog | 1/1/0000 | 6/1/0000 | Create social media posts on Instagram, X, and LinkedIn |
| How We Helped X Company Get on Page 1 of Google | SEO Basics | Case Study | Website | 1/1/0000 | 6/1/0000 | Create social media posts on Instagram, X, and LinkedIn |
Once you determine the types of content you are creating, you can add columns for which social platform you will post on, the captions, corresponding images, hashtags, etc. Creating a customized content plan for your business won’t take long.
Evergreen Content as a Worthwhile Investment
As search engines continue to search for high-quality content, evergreen content posted consistently will stack the odds in your favor. Plus, your efforts will boost traffic to your website, strengthening your online presence.
After initial creation, your evergreen posts keep bringing in leads with minimal upkeep.
Evergreen content is your brand’s secret weapon—always ready to serve new and returning visitors. Like a classic little black dress in your closet, your small business will reap long-term benefits—today, tomorrow, and years down the line.
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