I don’t understand it, or yes, it may have to do with the profile of my readers. But if my readers are interested in digital marketing and my contributions, I must tell them that CONTENTS are essential in the development of a solid digital strategy. And evergreen content is almost more so. WHAT IS EVERGREEN CONTENT? In case anyone doesn’t already know, evergreen content is content that never goes out of style. The one you can create today and can be read/watched/listened to with the same interest 10 years from now. It’s like a classic movie. Or like 80’s music (Ok, okay, or like some 80’s music). The media lives on current content. Nobody reads a newspaper or consults a journalism web portal to be told something “past.” We look for the news of the day that interests us. It’s a good strategy, of course, but it’s what forces you to spend all day creating. And creating has its costs. However, there are other spaces, a blog or some video content channels (tutorials, for example), where there is content that is always absolutely valid. If you comment on a sports result, you do not create evergreen content. But if you comment on a type of play X, yes.
That is the difference. ADVANTAGES OF GENERATING EVERGREEN CONTENT Not on all channels you can use evergreen content, of course. Writing on a blog is not the same as keeping a social network alive. The latter probably needs more current content. But, assuming we can have “always-live” content, the advantages are: It’s cheaper. TG TO DATA Understanding that it is content on a blog or on a website or a YT video that you can share many times and, therefore, replace creation posts. And, by the way, creation, in addition to being expensive, is stressful in itself. Always attracts visitors. If the content is not linked to a specific event, is not current or is not “opinion”, it will always have good web positioning and that will attract visits in the future. That doesn’t mean that very topical content doesn’t do it, of course.
In this blog I have content about “Facebook tags” written 10 years ago that continues to attract visits but refers to a way of doing things from 10 years ago. This content will not be reshared, for sure. On the other hand, content that talks about something perennial, such as something about brand positioning, can be reshared and will attract new visitors. It gives more relevance. If the content is constantly reshared, as if it were a continuous drip, the site ends up being more relevant and, therefore, more trustworthy. At least in the eyes of Google. The links. If someone sees content that is evergreen, they will have fewer qualms about linking to it. This is what happens to many bloggers with Wikipedia, we know that linking it will not cause problems with the links in the future, they will not go out of style and they will not break.
