Evergreen content – the gift that keeps giving

How to use evergreen content

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.

Ideas for creating evergreen content

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:

• Creating resource-based content – Charity sites linking to help are valuable sources of evergreen content. Age UK makes best use of this with their ‘Information and Advice’ content. These pages are relevant because all the information is directed at supporters and beneficiaries. The pages provide longer lasting ‘value’ as audiences continually make use of all the topics.

• Use evergreen content across all media channels – As part of your content strategy, make sure evergreen pieces come in all shapes and sizes, including video. Art UK commissioned the Art Speaks film series as part of their ongoing content. The series could be distributed as a whole or in parts, giving the charity flexibility. In addition to digital print content, other formats work well for evergreen pieces.

• Use storytelling to show impact – Visual storytelling is a great way to showcase evergreen content. Sellu, the chatbot by WaterAid shows how interactive, immersive storytelling can be a long-lasting part of content. The chatbot shows audiences pictures of his village and the impact that a WaterAid sponsored well has had. At the end of the experience, Sellu asks audiences to help support WaterAid’s work. Evergreen media is important because it demonstrates impact and can be a digital fundraiser.