What is Evergreen Content and How Does It Improve Your B2B Online Marketing?
When it comes to digital marketing, content is king. While there is still a market for ads selling products or services, modern consumers prefer something more authentic. However, while content marketing is valuable in the B2C space, it’s far more engaging for B2B companies. You need to show your clients that you know what you’re doing, so high-quality content can deliver that message efficiently.
Although all content marketing for B2B companies is valuable, evergreen content offers a strong foundation for long-term success. So, this article will dive into the question, “what does evergreen content mean?” and why it works for B2B brands.
What is Evergreen Content?
Rather than producing a piece that’s “of the moment,” evergreen content works at any time. For example, you may have a blog post about your industry, which may stay relevant one, two, or five years from now. Evergreen content isn’t trendy or seasonal, but it is optimized for specific keywords. Overall, evergreen content is always “fresh,” and pieces accumulate bigger and bigger audiences over time.
Technically, any type of content can be evergreen since the defining characteristic is that the piece itself isn’t tied to a specific event or occurrence. That said, some materials are better suited for evergreen status, such as:
- How-To Articles and Videos
- Product Breakdowns and Reviews
For example, you can produce a product breakdown video that shows clients how to use the item effectively. Then, this piece can be included with the sales process for that item. If you sell that product, the evergreen content will be useful.
Evergreen Article Ideas
As a rule, evergreen content should be related to something that doesn’t change much. Examples could be your brand, your industry, or your products. Here are some ideas for all three categories:
Brand Evergreen Content
- Pieces that reflect your company’s mission statement
- The history of your brand and its successes
- Partnerships with other brands
- Success stories from some of your clients
Industry Evergreen Content
- How to guides related to businesses or products within the industry
- Case studies of industry-defining moments or deals
- Overview of previous trends and changes within the industry
Produce Evergreen Content
- How to use specific products or services
- How to choose the right product for one’s needs
- Background information or data about products
Examples of Evergreen Content
Although the concept of evergreen content is straightforward, it’s easier to understand if you can look at some specific examples. We’ll also showcase some non-evergreen content for comparison.
- How to get more subscribers for your email lists
- How to maximize your productivity
- Five ways to use product X
- See how we helped this company increase their revenue after they adopted our product
- How to reduce turnover in your business
Some examples of non-evergreen content can include:
- Top industry trends for 2022
- How to improve your sales for this Christmas season
- Highlights from a recent event or trade show
Examples of Evergreen and Content Strategy for B2B Sites
Since B2B is so different from B2C, you need to adopt a content strategy that appeals to your clientele. As a rule, B2B content should be more authoritative so your clients can witness your experience and expertise in action. Overall, the more insightful and informative you can be, the more likely your clients will pay attention.
When breaking down your B2B evergreen content, it helps to look at your sales funnel. Since there’s a longer sales process to close the deal, you should create pieces to address specific concerns or questions that may arise. Some examples can include:
- Inbound Content: These pieces should capture the attention of potential leads and make them reach out via a CTA. You can share these pieces on social media and other channels.
- Referral Content: You can showcase how satisfied your past clients have been with your work. Testimonials or referrals work well.
- FAQ Content: Address specific questions your leads may have about your product or service.
- Competition Content: Show how your business is different from the competition and what makes your brand so much more valuable.
- Product Overviews or Explainer Videos: These pieces can often accompany sales visits so your sales team can augment their client presentations.
Evergreen SEO: Combining Sustainable Content with Popular Keywords
Evergreen content only works long-term if you optimize each piece. However, since you’re not trying to be trendy, you need to focus on keywords that have consistently high search volumes. So, look at how the word has adapted over the last few years and ignore those with smaller numbers.
Another point to consider is adjusting your evergreen content to keep up with changing trends. For example, if you include relevant statistics, you might have to go back and update the stats to be more current.
You may also find more success by looking at keywords that are a bit more niche. If you go with extra-popular keywords, other B2B brands are likely trying to rank for them as well. By focusing on niche keywords, you can find a captive audience more easily.
For example, let’s say you have a scheduling app for restaurants. You wouldn’t want to rank for “restaurant app” or even “scheduling app.” Instead, you might want something like “scheduling app for quick-service restaurants” or something similar.
Tips for Writing B2B Evergreen Content
The goal of evergreen content is to build an audience long-term. Some ways to ensure you can achieve this objective can include:
- Solve Problems: You can figure out your clients’ problems by using avatar profiles.
- Answer Questions: Create a list of questions often asked by your clients and make pieces to answer them.
- Make it Adjustable: If necessary, you can update your evergreen content. Try to keep any timely information close together, so it’s easy to find and replace.
Pro Tip: Don’t Rely Exclusively on Evergreen Writing
Although evergreen content works as a long-term marketing campaign, it should just be one piece of a larger strategy. You need a mix of trendy and timeless pieces to connect and engage with your customers. This way, you can show that you’re an authority in the industry and keep up with current events and trends.
How to Support Your Evergreen Content
Knowing the value of evergreen content is just the first part. Now, you need to produce and promote it. Fortunately, GoingClear can help you make the most of your evergreen pieces. We can handle everything from ideation to execution, so contact us today to find out how we can help.