What is Evergreen Content & How to Use It In Your Strategy

Some types of content are fleeting. That trending audio, yesterday’s social media news, this month’s holiday promotions. You can create content around those topics once, then the moment has passed.

But your social media strategy can’t only be filled with trending topics. Incorporating evergreen content is just as important.

Learn more about what evergreen content is and how you should be using it in your strategy.

What is evergreen content?

Evergreen content is content that stays relevant and valuable long after it’s been created. Pulling its name from the evergreen trees that keep their leaves year after year, evergreen content continues to live well past its original publish date.

What does evergreen content look like?

Some examples of evergreen content includes:

• How-to tutorials
• Ultimate guides
• Case studies
• Listicles
• Glossaries and definitions
• Free tools

Evergreen content does not include:

• News articles
• Trending topics
• Pop culture references
• Memes
• Holiday/seasonal posts

However, it’s important to note that evergreen content doesn’t necessarily stay the same forever. 

Some things will never change. For example, the process for “how to tie a shoe” is never going to change. Sure, some fun new shoelace trends may emerge throughout the years, but the fundamentals (re: bunny ears) will always remain the same.

But other types of evergreen content may need to be revisited every few years. We’ve previously published this guide on hiring a social media manager.

While the overall tips and best practices for hiring a social media manager won’t change too drastically, the nature of our industry constantly is. So we revisit the post every so often with the latest guidelines.

Even so, it’s still considered a form of evergreen content. And you may find that your own evergreen content also needs a refresh every now and then, even if the core principles stay the same.

Why should you create evergreen content?

Evergreen content is an important part of any strategy because it keeps performing days, weeks, months, and sometimes even years down the road.

Chelse Hensley, social media strategist for graphic design software Visme, explains that it’s important to create evergreen content that can reach beyond the scope of trending moments. 

That’s because this content continues working for your brand well after it’s been created and shared.

In her experience, “More and more social users find Visme through evergreen posts I published 1, 2, or even 3 years ago, especially on platforms like TikTok or YouTube Shorts.”

Imagine creating one piece of content that continues generating engagement, clicks, website traffic, and conversions months after you initially publish it. Now imagine you can do this with multiple pieces of content.

To really lay it out there, some key benefits of evergreen content include:

• It’s cost-effective: With most evergreen pieces, you spend the time and/or money creating them once, then all you have to do are small updates to ensure accuracy
• Your content lasts longer: Evergreen content sees a much longer lifespan than seasonal updates and current trends or events
• You continue to see results: You can still see clicks, traffic, conversions, and more come through from your evergreen content long after it’s been created

How to create evergreen content

Evergreen content is a timeless strategy. Creating content once that continues to provide a return on investment again and again just makes sense. But you have to know what to create and how to get started.

1. Find the right topics to cover

Timeless is the key word here. Things like trends and current events should be a part of your strategy, but those obviously have expiration dates.

When creating evergreen content, you have to find timeless topics that you can keep sharing with your audience for years to come.

So how do you find the right topics?

First, consider topics that your target audience would search for or want to know. For example, a marketing software might create an ultimate guide on creating a marketing strategy.

A menswear company might create a video tutorial on how to tie a tie.

Or a website builder might create a website launch checklist.

Hensley shares her pro tips, explaining that you need to “get into the mindset of what your target customer could be searching for and provide a path that will lead them to you.”

She continues, “For example, at Visme, we create a lot of content about presentations, like why Visme is the best presentation software, or presentation template designs that can be useful to someone no matter the date it was posted.”

You can see a post Hensley created for the brand’s X/Twitter account below, showcasing exactly what evergreen content shared to social media can look like:

In addition to finding something relevant to your audience, you want your topic to be popular. There’s no point in creating an evergreen guide if you’ve chosen a topic your audience doesn’t actually search for that often.

Instead, find a topic that has had a similar level of interest over the years.

You can discover this by typing your topic idea into Google Trends and searching for data across the past twelve months. Look at the line graph to make sure your topic has consistent interest and is likely to continue popping up in searches.

You can then use a tool like Semrush or Ahrefs to find the best keywords to help your audience find your evergreen content. You should be looking for a keyword with high search volume and a reasonable keyword difficulty.

2. Create high-quality content

After finding the right topic, the most important part of this process is the content creation. If you’re hoping to create a lasting piece of content, you need to spend the time to:

• Research for accuracy and longevity
• Use reliable sources with verified information
• Interview subject matter experts (SMEs) to get tangible insights
• Find the right format for your topic (i.e., ultimate guide, infographic, video tutorial)
• Steer clear of current events, trends, and pop culture references that could date your content
• Incorporate real-life examples that are relevant without being time-bound
• Edit, proofread, and edit again until your new content is ready to go

If you want to see lasting results for your evergreen content, you need to ensure that it’s high-quality and valuable to your audience. Otherwise you won’t get the ROI you’re hoping for.

3. Incorporate your evergreen content into your strategy

Once you’ve created your piece of evergreen content, it’s time to publish it and start sharing it with the world. Or, well, your target audience.

Vista Social makes it easy to incorporate evergreen content into your social media strategy so that you can keep your content calendar full of both timely and timeless content.

There are three main ways you can do this.

Create posts around your evergreen content

Evergreen content can come in many forms: sales landing pages, blog articles, videos, and more. Those different forms can live on your website, YouTube channel, and other areas, so you need to distribute them to your audience.

Of course the best way to do this is via your social media platforms. And you can publish or schedule that content with a scheduling tool like Vista Social.

Simply log into your dashboard and click Create > New post in the left sidebar to start inputting things like your caption, the link to your piece of evergreen content or an image sharing your information, any relevant hashtags, and the account(s) you want to share it to.

Fill up your calendar with both trending topics and evergreen information so your audience gets the best of both worlds.

Repurpose your evergreen content into different social media-friendly content formats

Repurposing your evergreen content is also a key strategy for resharing your evergreen content in new and engaging ways.

For example, let’s say you’ve created an ultimate guide on growing your presence on LinkedIn. There are so many opportunities for repurposing that into different formats or smaller, bite-sized pieces to share with your audience.

A few ideas include:

• Turning your article into a video or podcast episode to provide different ways to consume your content
• Creating a visual PDF of your most important tips and sharing it as a native document on LinkedIn
• Designing small social media graphics with one-off tips that you can share and lead back to your full guide
• Recording short video clips to share on TikTok, Instagram Reels, or YouTube Shorts with tidbits from your guide

Repurposing your content gives you an even longer shelf life as you’ve now created even more ways to share your information with your audience. Win-win, right?

Re-share evergreen content so your audience can always find it

While repurposing is a great way to turn one piece of content into many, you can also re-share the same post with your audience more than once. 

Most organic posts only reach 2-6% of your current followers. So out of every 100 followers you have, you can expect 2-6 of them to see your content. You have the opportunity to share that content with the other 94-98 again and again.

With Vista Social’s new Evergreen Content feature, you can set certain pieces as “Evergreen,” allowing them to be shared as is, giving your audience more chances to find your content.

In your Vista content calendar, click on a post you want to re-share with your audience, then click on the three dots in the top right corner of your post. Click Evergreen.

Your Evergreen settings menu will appear, letting you choose: 

• An expiration date for your content
• The maximum number of times you want Vista to re-share your post
• The minimum number of days you want to see between each post

Save your settings and let your evergreen content automatically be re-shared with your audience so it can reach more and more people.

4. Refresh every so often

While the nature of evergreen topics is to boost the longevity of your content, giving evergreen pieces a quick run-through and refresh every so often will keep them completely accurate and up-to-date, providing an even longer lifespan.

Set aside time within your strategy to go back to each piece of evergreen content you create every year or so (or every quarter, depending on how fast-paced your industry is) and rejuvenate your information.

Examples of evergreen content

Let’s look at some examples of evergreen content in action so you can get the full scope of exactly what you need to be adding into your strategy.

Ultimate guides

An ultimate guide is an amazing format for evergreen content because you’re able to do a deep dive into a topic that will keep your target audience informed for years to come.

Take a look at this example from SEO brand Backlinko. Founder Brian Dean created “The Definitive Guide” on how to write a blog post, something that thousands of marketers and business owners alike are trying to do well.

So we’ve already hit three key criteria here:

• This is a topic relevant to Backlinko’s audience
• There are a lot of people interested in this topic
• The core information won’t go through major changes often

As you can see in the screenshot above, the post was last updated in March of 2025. But if we open the page source, we can see that it was originally published back in June of 2019.

So while it’s had some tweaks over the years, it’s ultimately remained very close to its original form. And it still ranks well and generates traffic for Backlinko, proving this has been a successful piece of evergreen content.

Case studies

Case studies or success stories are amazing forms of evergreen content because the results you provided for your clients or customers are never going to go away. They’re valuable sales enablement materials and they’re long-lasting.

This Spotify Advertising case study is a great example of this.

The case study was published back in September of 2022, but it still sits towards the top of Spotify Advertising’s success stories page. 

Their client’s ad performance doesn’t disappear just because time has passed, so case studies like this can still be shared again and again for years to come.

Consider creating some of your own case studies, both to prove the results you can provide for your customers, and to have long-lasting shareable assets that will continue to provide value over the years.

Video tutorials

Video tutorials are another great way to create content for your evergreen topic. However, you’ll want to choose your video topics carefully as you can’t go back to make changes the way you can with a blog post or landing page.

But this example from Ahrefs on how to find someone’s email address has really stood the test of time.

This video was published seven years ago, but there are comments that have been left throughout the years (even as recently as just a year ago), proving that people are still searching for this query and finding and watching this video even years later.

It also doesn’t help that the video was done well and showcased proven tools that still exist today (and still have the mentioned features).

Social media posts

You can also create social media posts with evergreen content. One great way to do this is by taking advantage of native platform features, like carousel posts or the LinkedIn document post.

This example from ActiveCampaign uses a LinkedIn document post that talks about using AI to build a knowledge base—a process that isn’t going away anytime soon, thanks to AI’s explosion in popularity.

This is also a great example of a post that could be added to your Evergreen list in Vista Social, so that you can create it once, but watch it reach more and more people each time it’s shared.

Start creating evergreen content today

Evergreen topics can help bolster your content and social media strategies, giving your posts even more life—and making your creation process even easier. Start brainstorming the best topic for your next piece of evergreen content.

And don’t forget to take advantage of Vista Social’s new evergreen feature, allowing you to re-share pieces of content with your audience again and again.