Evergreen content can help brands garner a constant level of sustained consumer interest

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2020, 12:00 PM UTC

While it provides a lasting experience, it rarely sees massive fluctuations in demand.

Marketers can craft content pieces with evergreen topics like “How to Start a Blog” or “Christmas Cake Recipe”. Evergreen content can help brands implement a strategy that ranks for competitive keywords on the SERPs and earns sustained traffic.

Some of the popular evergreen content formats are how-to guides, listicles, product reviews, case studies and informational long-form guides. Using a topic research tool can help marketers get a series of topic suggestion, from which they can prioritise by volume, difficulty or efficiency.

Content creators should further use a keyword researcher to understand the size of the opportunity from the piece of content. The author warns marketers should not neglect the basics of content creation and on-page optimisation like internal linking and CTAs.

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