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A Summary of

Building a long tail of evergreen content

by
John Collins
Intercom
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Publishing content marketing is expensive:

  • Time spent publishing could be spent on the product 
  • Publish evergreen content to combat this 

What is evergreen content?

  • Content that addresses timeless themes and answers recurring questions
  • It does not react to recent events 
  • It generates traffic months and years after being published

Tips for evergreen content:

  • Don’t publish and forget; review and optimize old articles 
  • Stick to the strategy even if it doesn’t seem to be working initially
  • Aggressively spotlight the content
  • Share content across all social platforms
  • Double down on the content; e.g. remove dates from articles
  • Convert readers with CTAs
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