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How to Create Evergreen Content


how to create evergreen content

Do you want the secret strategy for getting a ton of organic traffic over time?

Evergreen content. 

Big-name companies like Apple and Nike use evergreen content to cash checks from copy they wrote years ago. 

Your businesses can too. 

You don’t have to be the world’s greatest writer to draft a perennial seller. If you want dependable copy that outlasts the competition you just need a good strategy.

Here’s the easiest way to create blogs, ads, and lead generators that convert for years to come.

What is Evergreen Content?

If you’re in marketing, you’ve probably heard the term “evergreen content.” But what is it

Evergreen content is the secret to great SEO.

This content is so good that it brings in leads year after year — without you needing to refresh the copy.

This copy is evergreen because just like a pine tree, it stays green for a long time. It doesn’t expire. These blogs, ads, or lead generators get consistent traffic no matter the season.

And when you have content that never stops working for you, you’ve got dependable income.

So how do you tap into this goldmine?

How to Write Evergreen Content

Writing evergreen content sounds intimidating. After all, you want to create something that stands the test of time—the great American blog, if you will. But we have good news. Writing evergreen content isn’t all that difficult. You just need a good idea and some clarity, and you’re off to the races. Let’s dive into how to write evergreen content.  

Stop Trying to Be ‘Relevant’

Most people assume the way to hook readers and buyers is to be relevant. Jump on the latest trend. Talk about what everyone else is talking about at the moment. 

And amateur copywriters think the same way. They’ll watch the news and think, “Surely this is what people are searching for.” So they pepper their copy with references to current events and name-drop pop culture fads. 

And it works … but only for a moment.

Search rates spike for a week but soon the webpage loses traffic. After a month, it never brings in another lead. 

What happened? 

Well, what people consider “relevant” changes every day.  

That’s the problem with letting trends dictate your copy.

What seems relevant today often won’t sell tomorrow. 

Talk About What’s Important

Instead of trying to be relevant, just talk about what’s important.

And what’s important to people? 

Their problems.

Your clients’ problems will always matter to them. Real internal and philosophical problems will never go away. For years to come, people will be searching Google for the answers to them.

And you can bet they’ll buy from whatever brand can offer the solution. For example, service-based industries like landscapers can post content about landscaping tips. They might discover that one of the biggest problems in their service area is flooded lawns. A great evergreen piece of content for them to write would be a blog about how to prevent your lawn from flooding in the spring. It’s not a “trendy” topic by any means—but it is a topic their ideal audience is searching for. 

If your content solves a recurring problem, it will always generate leads. 

Get Niche and Do Your Research

If you want to talk about what’s important, you have to get niche and do your research.

First, narrow down your audience.  

If you try to appeal to everyone, nobody will listen.

Instead, get super specific about the audience your sales copy is targeting. Don’t worry that you’re narrowing your potential audience. You want to show you’re in tune with a specific problem. You can’t do that unless the character you’re looking at is clearly defined.

Second, you need to do some homework.

Let your audience write your copy for you.  

Research what problems they have. Read their reviews and social media posts. Listen for the words they use. They’ll tell you what matters to them. 

For example, if you own a financial planning business, you might think you know what your audience wants—a financial plan that gives them enough money in retirement. However, when you do your research, you realize that your ideal audience is sick of being treated like “just another number” by large financial firms. Now that you know this, you write them a sales email explaining—with empathy and authority—that they deserve to be treated as more than a number. They are a valued client who has fears about their financial future. Promise them that you’ll develop a curated financial plan just for them, and your entire team will take a unique approach to their situation. 

You don’t just have to send this email once. If you know your audience, then this message will work. (But—we’ll stress this again—you have to know your audience. So get researching!) 

A Toast to Sales Copy that Sells Forever

Take your time figuring out your reader’s problems and position your business as the solution.  

Do that and you’ll always stay relevant.  

Years from now you’ll be getting leads from copy you hardly remember writing. 

Let the ringing cash register will be a good reminder of why you’re celebrating your success: you know how to write evergreen content!

Take Your Evergreen Content to the Next Level

Evergreen content is great, but do you know what’s even better? Evergreen content…written by professionals. At Hughes Integrated, we understand the importance of evergreen content for the clients we serve. We’ll become experts in your industry and write well-structured content for your website that your leads will love. Ready to go to the next level? Schedule a call with us today! 

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