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Content marketing

Evergreen Content

Evergreen content is content that remains relevant, accurate, and useful over a long period — usually years — without requiring frequent updates, in contrast to time-sensitive news, trends, or product announcements.

Evergreen pieces are typically explainer guides, definitional content, foundational how-tos, and reference material. A post titled 'What is email marketing?' written well in 2022 can still rank in 2026 with light editing. A post titled 'Best email marketing trends of 2024' has a hard expiry date.

The economic case for evergreen is compounding traffic. Time-sensitive content has a traffic peak and decay; evergreen content slowly grows traffic over months as it accumulates inbound links and ranks for longer-tail queries.

Even evergreen content needs a periodic refresh — at minimum updating examples, screenshots, and statistics every 12–18 months. Search engines favour recently-updated pages on competitive queries, and stale screenshots are a credibility signal to readers.

Related terms

  • Pillar Page

    A pillar page is a long-form, comprehensive page on a broad topic that links out to and is linked from a network of shorter, related 'cluster' pages, used to signal topical authority to search engines.

  • Topic Cluster

    A topic cluster is a group of interlinked pages organised around a central pillar page, structured to demonstrate topical authority on a broad subject to search engines.

  • Content Audit

    A content audit is a systematic review of every published page on a site to assess performance, identify opportunities to update, consolidate, or remove pages, and align the existing content with current strategy.

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