What is Evergreen Content and Why do Nonprofits Need It?

While other trees shed their leaves after a few months, evergreens stay lush and lovely throughout the seasons.  Like its namesake, evergreen content remains fresh and relevant over the years.

You may be thinking… Aren’t all my blog posts “evergreen” (since they don’t just disappear)?

The answer is NO.

What Isn’t Evergreen Content?

Anything that’s time-sensitive is the opposite of evergreen. For example, posts about current events and trends may be popular in the moment. But flash forward a few months (or even weeks) and no one cares about them.

The same rule applies to articles that focus on statistics and research results. Numbers capture attention when they’re new, but they fall out-of-date quickly.

Time-sensitive content can drive strong traffic to your website, but the effect is temporary. On the other hand, evergreen content doesn’t grow stale.

That’s the magic!

You put in the work once and reap the marketing benefits for years.

Examples of Evergreen Topics

Wondering what to write about? Here are a few evergreen ideas that may be a good fit for your nonprofit blog:

  • “How To” articles
  • Checklists and templates
  • Personal stories
  • Answers to frequently asked questions
  • Articles about historical events

Think about your members, your clients, and the communities you serve.

  • What are their most common problems and issues?
  • What questions are you asked again and again?

This is the fodder for evergreen content. The more deeply you understand your audience, the easier it is to create content that attracts and engages them.

Evergreen Content Packs a Big Punch

If you’re like most nonprofits, you have to use your resources wisely. There are ongoing program expenses. Everyone is super busy. When it comes to content creation, both your budget and your time are limited.

When choosing what to write about, it’s important to consider the potential return on your time investment. And high-quality evergreen content delivers solid results:

  • It helps you rank in search engines, like Google;
  • It’s more shareable and can attract natural, organic links; and
  • It attracts and engages a continual flow of new visitors without ongoing effort on your part

So… How Do You Create Unique Evergreen Content?

The simple answer is that you don’t.

It’s almost impossible to find a timeless topic that hasn’t already been covered – countless times – to excess. You ‘re probably not going to create a piece of evergreen content that’s completely unique.

But you can create a post that presents a unique perspective on a popular topic. You can put in some research time and provide a deeper dive into the subject. And, you can make your content as attractive as possible to search engines.

Search engine optimization (SEO) is about all of the things you do to make your content show up when people are searching on Google, Chrome, Internet Explorer, etc.

Because evergreen content has such a long lifespan, maximizing its SEO can produce significant nonprofit marketing benefits.

You may want to check out my Nonprofit Guide To Writing SEO Content.

Should Every Blog Post Be Evergreen?

When it comes to evergreen versus time-sensitive content, it’s not an Either-Or situation.  Ideally, your content strategy should include both types of content.

I’ve identified the benefits associated with evergreen content.  That said, time-sensitive pieces also have a role to play in attracting and engaging your ideal audience. Posts about upcoming events, new programs, trends, etc. may have a shorter shelf life, but they still provide information. They address needs and can drive significant traffic to your website.

The key is to find a balance between timely posts that speak to your audience in-the-moment, and evergreen posts that keep traffic flowing and build strong online authority for your nonprofit.

Think of Evergreen Posts as the Foundation of Your Nonprofit Blog

These need to be high-quality, thoughtful articles. They address questions and concerns that are of ongoing importance to your audience. And they speak to your organization’s expertise. Moreover, they power-up your SEO and keep people coming to your site.

As the foundation of your blog, these articles can also support your other content. Make sure your evergreen content includes links to other posts and pages on your site, as well as relevant keywords you want to rank for.

Over time, use these core articles as the starting point for more posts. Pull ideas from your evergreen articles and write new blog posts that relate and build on those sub-topics.

Note: Some of your new posts may be evergreen, while others may be timely.

Remember that your new posts should include links back to the core evergreen article. And vice-versa.

The more related content you create, the better SEO results you get. Ultimately, your blog, your website, and your organization itself, gain authority and impact.

How to Care for Your Evergreen Content

Evergreen content is low maintenance. That said, ALL blog posts should be reviewed and updated regularly.  While the basic content of evergreen posts may timeless, there are lots of ways to keep things fresh and engaging. For example:

  • Change the featured image now and then
  • Add quotes
  • Update internal links to connect with your newest posts
  • Add external links to authority websites

Updating older posts can be helpful for search rankings. This strategy is called historical optimization.

Conclusion

Evergreen content should be an integral part of your content strategy because it stands the test of time and drives ongoing traffic to your site. Moreover, it speaks to core issues that your audience faces.

As a nonprofit, you’re mission-driven. Your goal is to create high-quality content that attracts, engages, educates, and helps your audience. Partnering strong, timeless articles with relevant, current posts is an ideal way to build online authority and provide valuable  information to your community.


 


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