Evergreen content is a powerful tool for building traffic, earning links, and improving rankings. If you want to create a successful website, it should be part of your content strategy.

What Is Evergreen Content? The term “evergreen” comes from the world of plants. It describes those plants that don’t lose their leaves with the seasons and instead stay green all year round.

That is also what evergreen content is: content pieces that continue to be relevant long past their publication date, regardless of what’s happening in the world. While all content stays around, the evergreen variety stays on top of search results for months, years, even decades.

How do they do that? By revolving around topics that people are always interested in, such as: vacation hotspots, how to train your dog, recipes, etc.

Non-evergreen topics would be like local or celebrity news, seasonal/holiday content, the latest iPhone release, etc.

Basically, evergreen topics are perpetually important while non-evergreen topics only have temporary significance and will go away.

A well-running radio station website will have lots of relevant content to keep bringing in visitors. An article that gets lots of attention one day can be completely out of date a week later. This makes it much harder to build sustainable traffic. If you don’t continually publish new stuff, your stream of visitors tapers off.

Write an evergreen piece of content once and it will continue to bring in traffic without you having to do much of anything. Sure, you might have to update it here and there if new information comes out, but the bulk of the article will always be relevant and helpful to readers – who continue to look for, share, and link to it.

Here are some tips for creating evergreen content

1. Choose your topics and make sure they qualify. Brainstorm topics and enter them into keyword research tools like Google Trends to get variations.

2. Create content that’s in line with your station brand. If you’re a top 40 station, with a younger audience, you’re not going to post articles on your website about the places to get the best senior citizen deals. Write for your station audience.

3. Avoid non-evergreen angles and dating your content.

4. Update your content occasionally, if necessary.

Here are some types of evergreen content

1. Tutorials and “How to” Guides.

2. Problem-solving.

3. Lists. Whether you like list posts or not, there is a lot of data that proves that they simply perform better.  There was a study of headline preferences. Numbered headlines came out on top — way on top.

These have been ideas for your radio station listeners on your website. You could also fill a group or market-type website with evergreen content that targets advertisers. Visit https://www.markettheme.net for a reference.

- 5 things to ask your radio advertising rep about.

I hope you can see that evergreen content has the ability to consistently bring in traffic over long periods of time. It takes some more thinking and preparation to figure out, however, in the long run, the work that you need to put in results in better performance and less maintenance over time.

Now you know what goes into creating evergreen content. Now it’s just a matter of putting it into practice and making it a part of your content strategy.