What does a pine tree have to do with your brand content?
An evergreen pine tree stays fresh all year long. Rain or shine, snow, wind, hail, drought, evergreen pine trees are famous for maintaining their green sheen no matter the context.
You want to provide fresh, relevant information to your audience in a real-time digital world. Some of your content needs to be time-sensitive, like a preview of a new product or technology. Time-sensitive content is critical to keeping your brand relevant with each change in your industry.
To build your brand long-term though, you need content that stays relevant and fresh, whether it’s read next week or five years from now.
Your brand needs to be creating evergreen content.
Evergreen content carries the same perpetual freshness of an evergreen tree. Timeless principles, wisdom, and truths carry the same weight over long periods of time. “5 mistakes to avoid on your taxes” will probably still be relevant five, ten, maybe 20 years from now. “Best NYC Events to Celebrate New Year’s 2014” will be irrelevant very quickly. Simply including the specific details in that last sentence alone dilutes some of the evergreen potential from this very post.
Creating evergreen content attracts your audience to your site, whether directly through inbound marketing or indirectly through referrals or social media channels. The more you increase your evergreen content, the better chance that same content will eventually capture more than its initial audience.
