The Value of Evergreen Content

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By Courtney Moser

How did that old blog post shoot back to the top of your views this week?

Thanks to the digital black hole that is the internet, anyone can find anything at any time. The article your team wrote years back about the rise of Snapchat? Still here. The embarrassing photos you posted on Facebook in college? They’re out there, somewhere. Ahem, talk about a double-edged sword.

Anyway, the positive aspect of content on the internet is that it can continuously deliver results. Months – or even years – after it’s posted, a blog post can pop back up in popularity or a photo can be picked up in a story. And when that old blog post soars to the top of your views again, make sure to analyze why (along with high-fiving). Most likely, that content is what we consider “evergreen content,” which holds its value over time.

This article explains of the origin: “If you compare it to an evergreen tree, which doesn’t go dormant and keeps returning each year, evergreen content is continually relevant information that won’t ‘fade’ with time.”

For example, even as influencer marketing continues to evolve and expand, the basics will stay relevant. This includes evergreen topics such as “Working with influencers,” and “Influencer marketing best practices.” So although timely, trending topics are valuable, it’s equally vital to incorporate more general, all-encompassing ideas.

A seemingly one-time investment can actually offer long-term results. Because evergreen content sticks around, it’s important to be strategic on where – which links and landing pages – you or your influencers send consumers. If it’s to a brand or influencer blog, great: that content lives on indefinitely. If it’s to a brand landing page, determine how long you’ll keep it up at the start of the campaign. You may be surprised at the views it receives months down the road!

Through the years, you can pick certain high-performing or relevant content pieces to update with new statistics or quotes to ensure it stays evergreen. You can also repurpose pieces by converting several blog posts into one longer e-book or transforming an evergreen white paper into an infographic. Hopefully, you’ve kept up a relationship with influencers you’ve worked with on campaigns, and can reach out to them with ideas on new social promotions for an old brand recipe or an extension of a past sponsored post.

As Entrepreneur says, influencer marketing is a “long game.” The key is to work smarter – not necessarily harder. If you already have high-quality content that is consistently relevant, why not get creative and use it again?

For more influencer marketing ideas and tips, visit the Find Your Influence blog.

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