Evergreen content can supply charities with long-lasting engagement and flexible information to be used over and over again
Unlike fast-paced social media and news trends, evergreen content builds momentum over time. The beauty of this type of digital content is that audiences continue to come back to the same piece.
Strategically, charities can use evergreen content to grow online traffic over time. Here, separate evergreen content from other kinds of digital content. Afterwards, we look at how to use and produce long-lasting content.
Evergreen content never goes out of style. First, evergreen content is not news. The key characteristic of evergreen content is that it is not time sensitive. This means that materials should rarely be updated, unlike trending pieces. Examples of evergreen content and sites include Wikipedia, IMDB, and Quora.
The Digital Marketing Institute offers a useful definition: “Evergreen content is search-optimized content that is continually relevant and stays “fresh” for readers over a long period of time - as the name implies. But evergreen content is different. It continues to be relevant long past its publication date, with search traffic growing over time.”
Evergreen content speaks around the work, features and stable aspects of the charity. There are two major advantages of using evergreen content. First, charity marketing teams don’t have to think of new pieces for digital outlets. The benefit of evergreen content is that it is always relevant.
The second advantage of evergreen content is its ability to generate internet traffic. When planning evergreen content make sure to focus on search engine optimisation (“SEO”). SEO tags apply more to evergreen content than other content types. This means customising content with relevant keywords to your charity.
Accessibility requirements shouldn’t be ignored. Adding alt-text images, tagged graphics, and charity keywords to evergreen content can improve accessibility. Ensuring that content reaches all types of audiences can build more internet traffic.
Remember, SEO keywords should relate to the words people search for when looking for your charity.
Using evergreen content is simple.
Most charities use evergreen content for references, FAQ pages and information around services.
Storytelling is a persuasive way to get charity volunteers, donors, and employees engaged. From a digital perspective, storytelling can be immersive, audio or visual. The GiveWP blog offers strategic advice in sourcing evergreen content: “You can curate stories not just from your core team or staff. Many times your volunteers have their own stories and perspectives. You have boots on the ground, so to speak, and they have a unique perspective, too.”
Charity stories are always relevant to audiences. They can be shared and repurposed over and over again to engage new supporters.
Case studies, like those published by the RSPB, are a great example of evergreen content. Once posted online, audiences can keep on coming back to the same site. For RSPB, updates on the projects are also announced on Twitter, which link back to the original page. Case study content can also be chopped and changed across various digital platforms. Snippets posted on social media should provide links back to the original content, helping to drive further engagement.
For charities, content that isn’t time sensitive can cover a variety of topics. Evergreen formats offer a lot of choices. As a start, Wordstream suggests lists, top tips, how-to guides, tutorials, product reviews and videos. Here are our top tips for evergreen content: