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Why you need to build evergreen content into your copywriting strategy 22 May 2025

In the world of copywriting and content, the new is always a key topic of conversation: new ideas, new trends, new approaches. But alongside that, it’s important not to overlook the power of evergreen content.

What is evergreen content?

As the name suggests, evergreen content is content that stays relevant and fresh for a long time. It’s the type of content that provides answers to the most common types of questions people may have about your particular area of expertise. Because it answers long-standing queries about a subject, it doesn’t go out of date. Evergreen content isn’t tied to a particular event or topical issue; it’s based around the types of things people will always want to know about a specific topic.

Why does evergreen content matter?

A big part of the value of evergreen content is its ability to stay “in date”. It provides valuable marketing benefits because it is effectively always relevant to your target audience. This relevance is what gives it its staying power. Developed and managed the right way, evergreen content can boost your copywriting and SEO strategy.

How can evergreen content support my copywriting strategy?

A proactive approach to developing evergreen content can actively advance your copywriting strategy. Your evergreen content can serve as a central hub for content, with newer, more topical content being drawn from it. It also provides a focus for themes and issues you can build into your wider copywriting plan.

How can I create evergreen content for my organisation?

The first step to creating your own evergreen content is to identify the types of questions your customers always ask about your business. Next, develop content that answers the “How to”. This provides a guide to addressing related challenges or problems. You can also use SEO tools to finetune popular types of queries and searches relating to that topic.

But wait: let’s go back a step. Before you even start creating your own evergreen content, look at your existing content. Does your blog or website already answer those long-standing types of questions already? Can it be adapted into robust content that helps to build your profile as a specialist in your subject?

However you develop your evergreen content, make sure that you’re bringing a fresh perspective to the topic. The thinking should run in tandem: first, develop key themes, next, think of the unique insights you can bring to them.

How do I keep my content evergreen?

Just because you’ve created evergreen content doesn’t mean you never need to look at it again. Every type and piece of content benefits from being reviewed and updated. Set a plan in place to refresh your evergreen content, for example with additional insights or new links. You could also add in insights gained from customer responses to your content.

Go evergreen

An effective copywriting strategy combines the new and topical with the long-standing and evergreen. Think about the big themes and topics that are always relevant to your particular field and what you can add to from your own unique viewpoint. Make that topic your own and make it informative. That way your content will stand the test of time.