3 Examples of High-Performing Evergreen Content

Evergreen content, pieces tied to cornerstone topics, live on long after the marketing team that produced them moves on to different projects. These blogs, white papers, case studies, and eBooks steadily attract customers with their timeless, informative elements. Like a fir tree, they remain green/relevant in seasons of change—long after the oaks and maples have shed their golden leaves.

If you’re new to content strategy or hear “evergreen content” daily but have never thought about what it means, this blog is for you. Stick around to learn about what makes evergreen content worth considering, types of evergreen content, and three real-world examples.

What makes evergreen content valuable?

Value is a question creative types don’t love to discuss, but it is necessary for keeping a business going. Evergreen content answers the basic questions readers ask with well-written and researched information. When it includes search engine optimized (SEO) terms, it will also consistently draw interested parties to your website. Investing in creating high-quality evergreen content pays off because it can be used and reused year after year without becoming irrelevant.

One of the longest-lasting household appliances is a sturdy gas range. When treated well and carefully maintained, gas ranges can function well for over fifteen years. Similarly, evergreen content will need attention periodically to update sources or style, but it is useful long after publication. It may cost more than cheaper alternatives, but its longevity ensures it pays for itself many times.    

Types of evergreen content

Unlike content tied to a newsworthy event or trending topic, evergreen content stays relevant long after publication. Copyblogger recommends using original research, third-party data, infographics, and case studies in evergreen content to strengthen its value. Types of evergreen content:

• FAQs
• How-to posts
• Guides
• Lists (of books, resources, key terms in your niche)
• Best practices posts

3 real-world examples of evergreen content

#1: Seinfeld

Seinfeld is a classic example of evergreen content. Even though Seinfeld first debuted in 1989, its recent re-airing on Netflix has delighted a new generation of viewers. It still resonates with people thirty-three years after it began airing on TV because it relies on observational humor about humans in everyday environments. The basic situations that make us laugh haven’t changed, even when the world around us has.

#2: “Greatest Weakness” Hubspot post

Hubspot, a popular marketing tool with an enormous resource section, found their top-performing blogs had many things in common—they were scannable, sported attention-grabbing headlines, contained compelling images, and often included listicles.

One of Hubspot’s top posts is “12 Incredible Answers to “What Is Your Greatest Weakness?” – That Aren’t “Perfectionism.” Note the funny title, the timeless topic, and the listicle element. The post answers a tricky question most of us have been asked at one point in our lives, which also taps into a common human problem—how to be humble without becoming unappealing.

#3: A client’s unexpected top performer

Here’s a more personal example. During a conversation about lead-generating content, one of our clients pulled up one of their top-performing pieces—an extensive guide to using their primary product.

They didn’t love the piece—it was clunky and un-inspirational compared with some of their more recent content—but it answered a basic question people were asking. It also had many components we’ve already covered, like listicles and case studies. A simple refresh to this piece could realign it to the client’s style without losing its pull.  

Evergreen content is an important part of any savvy marketer’s content strategy. But it can’t be the only type of content you publish. Balancing evergreen content with topical content will help engage your audience and keep them returning for more.