How to Increase Your Authority with Evergreen Content

Evergreen content can help you grow your business along with your authority, but do you know what evergreen content is?

What is Evergreen Content?

Evergreen content in the most basic definition is content that is optimized for SEO the right way and has no expiration date that will maintain your expertise and authority for a long time period.

As people search for specific thing using key words they will continue to find your page over and over again.

Other type of content is content that needs to be seen right away as it will be outdated in 5, 8, 10 months from the time it is published but it is relevant to today’s trends in your niche.

Now you are probably thinking wait if the content is going to be outdated in such a short period of time why do I want to include that into my content?

The best marketing plan is to mix both timely content with evergreen (timeless) content, this will keep readers coming back for the timeless content as well as new readers who are looking for the timely content which will provide you the best opportunity to increase your authority, your readership, and your compounding content marketing ROI.

Tips on how to write evergreen content

A few tips on how to write evergreen content to help grown your authority.

  • Concentrate on beginners.
  • Write on an exact topic; such as Halloween decorating.
  • Show your awareness and expertise.
  • Inspire your reader to take action.
  • Use and easy to read and follow format.
  • Repurpose the content to fit your readers according to their likes and share it again.

Those are a few tips on how to write evergreen content that will be read again and again.

How to create a successful marketing plan

Are you trying to set up your marketing plan?  Let’s look at a few steps for you to follow.

Define your objectives and goals. Without clearly defined objectives and goals there is no way to evaluate and adjust your content over time. A great marketing plan like the leaders will include ways to measure how their marketing is helping to develop longer relationships with their customers and effecting over all business objectives.

Create or map your sales funnel by using your content to make your readers aware of product or service,  consider that product or service, and then buy that product or service,

Define your readers and their behaviors when it comes to finding the articles and posts that they read.  In order to do this you must go beyond traditional demographics such as age, geography, and income and also look at the sort of challenges, motivations, and behaviors that your readers have in common.

Determine channel strategy, with the constant growing number of social media platforms and channels you will need to determine where your target readers already spend their time searching for information related to your business.

Those are just a few of the steps that go into creating a successful marketing plan. Further steps to a successful content marketing plan can be found here.

Making the content of your marketing plan lead to sales

First you need to understand what types of content lead to sales; these are great examples of content that will lead to sales.

  • White papers or brochures
  • Blog posts that are packed with value
  • Reviews from users and or study results
  • Training such as with email
  • Interactive help such as a calculator for a generating leads tool

Now that we see what types of content will help lead your marketing funnel to sales there is a certain order to it. Take the review or statistics from a study; those are best used near the bottom of the funnel.

Traditionally a sales person (a car salesman) would be asking you questions to get a better understand of the things you are looking for, the things you must have, the things you’d like to have, and those things which you do not want or can do without. With content marketing this step is taken for you with a series of assessments, roi calculators, and product pickers.

A well designed marketing of sales content gives the readers a better experience while learning about them through polls, quizzes, or assessments that allows them to learn something of value about themselves or organization. In this mode it is less of a sales pitch but instead gives them the comfort of low intensity without being pushed by a salesperson making a pitch.

Using evergreen content to help with sales enablement

Using evergreen content to help your search results is not the only reason for investing time into it, it can also help you gain customer trust and loyalty, generate leads, and prove that you are an authority on your brand.

By doing some investigating, research, and narrowing down your topic you can come up with timeless evergreen content that your readers want.  You can also update, tweak, and share previous posts according to the comments or questions that have been left on the topic.

Make sure that your evergreen content is comprehensive, so that your readers will have no need to go anywhere else for the information they want.

A few tips on making evergreen content help with sales are;

  • Guest posting or syndication allows you to raise awareness of your brand.
  • Paid promotion for a tweet on twitter or a Facebook post can help get your content in front of 1000s of new readers at any given time who would not normally have found your content.
  • Ask well known influencers in the industry to contribute to your piece which lends more credibility to you.
  • Feature it on your website.


There are several ways to make evergreen content work for you, not just in creating loyal readers but also in converting those readers to customers who buy your brand.

It can also be linked to from another site which again gives you more authority on your brand since other people in your industry who have influence are directing their readers to your content on your site.

Learning how to use your evergreen content to create more loyalty and sales should be a priority if you wish to gain authority and make more people aware of your product or services.

Michael Brenner

Michael Brenner  is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.