Implementing an evergreen content strategy should be at the heart of your online marketing. No matter when someone reads your content, next week, next month or in a year, the reader gets the impression that the material was written specifically for them on the day they receive or read it.
That’s one reason why you should be careful about adding dates to your content writing. Adding dates may make your readers think your post isn’t relevant for them. They may consider it is out of date, and therefore dismiss it, even if the information contained in the article is relevant to them.
I recommend using recurring dates in the context of holidays, Valentine’s Day, Thanksgiving, Mother’s Day, etc. This way you can promote your evergreen content on these recurring occasions every year. It’s an excellent strategy to leverage your content on an annual basis.
Email marketing is a fantastic tool to use. By adding evergreen emails to an autoresponder, your subscribers will have no idea it was written maybe several years ago. When people sign up to receive your newsletter, it will seem like fresh and current content to them, even though it was written some months or years ago.
Blogging is another great way to use evergreen strategies. Base your content on questions, tutorials, resources, lists. These articles help drive traffic to your site because the content is relevant. Sometimes you will have to write about topical events, but by mixing this material in with evergreen material, you will have a large library of content that will keep people coming back to your site.
Not all of your content can be evergreen, but if the majority of your content is, you’ve created a valuable resource you can leverage time and time again.