Why Evergreen Content is the Key to More Views on YouTube

Want your YouTube videos to keep getting views long after they're published?

Creating content can feel like a never-ending merry-go-round. It takes a lot of work to brainstorm and produce high-quality content that promotes your business faithfully.

Today we're focusing on one of the most strategic aspects of content creation developing evergreen content. Evergreen videos are the gems of YouTube, continuing to attract viewers long after they're published.

Let's dive into how you can create content that remains relevant and drives views over time.

What is Evergreen Content?

Evergreen content refers to videos that are always relevant to viewers, regardless of the current date or trends. Topics like "How to Tie a Tie," "Essential Cooking Techniques," or "Beginner Yoga Routines" are perfect because they continually address common needs and questions.

How can you ensure your video content remains relevant and valuable over time? Here are a few of the best tips.

Tips for Creating Evergreen Content:

1.?Choose Timeless Topics: Focus on subjects that won’t become outdated quickly. Think about questions and needs that are consistent over time in your niche.

2.?Quality Over Quantity: Invest more time in producing high-quality videos that provide value. High production values and clear, concise explanations will keep people coming back.

3.?Optimize for Search: Use keywords that people are likely to search for over time. Make sure your titles, descriptions, and tags help your content get discovered.

4.?Avoid Dated Language: Steer clear of mentioning specific dates or current events unless they are central to the topic. This keeps the content relevant indefinitely.

5.?Update Content When Needed: If something changes about your topic, consider updating the video or adding a pinned comment to keep it current.

Engage and Educate:

• Provide In-Depth Information: Evergreen videos often answer common questions or solve frequent problems. Make sure your content is thorough and informative.
• Call to Action: Encourage viewers to subscribe, comment, and like your video. Engaged viewers are more likely to return to your content and share it with others.

As you know Topics that people regularly search for are considered evergreen.

Evergreen Content Examples

• How to Change Your Car Oil (Beginner’s Guide)
• B2B Video Marketing: How to Build A Successful Strategy
• 20 Halloween Costume Ideas with 1990s Nostalgia
• 10 Best Nintendo Switch Games of All-Time
• How to Record Professional Voice Overs

The Opposite of Evergreen: Timely Topics

• 2023 Tech Trends: The Explosion of AI
• The Best Nintendo Switch Games of 2024
• People Are Angry About the New Season of The Bachelor; Here’s Why
• Everything We Know About the iPhone 16 (Release Date, Specs, Camera)

While some of this content could be updated yearly, creating new content on that topic makes more sense because most of it, if not all will be outdated.

For example, Apple releases a new iPhone every year. Therefore, a video about release rumors is timely, while a video on “How iPhones Changed the World” isn’t going to change drastically year-over-year, making it evergreen content.

How to Determine If a Topic Is Evergreen

Ask yourself, “will this video be as relevant in one year as it is today?” In other words, will people still search for this topic in a year, and will this article contain the information they are looking for when they do?

If the answer is yes (with regular but minimal updates), it is likely an evergreen topic.

For example, “20 Halloween Costume Ideas with 1990s Nostalgia” will probably only receive traffic during the fall season, but the content will remain relevant every year. There’s no need to create a new list of 90s costume ideas; therefore, the topic is evergreen.

11 Evergreen Content Ideas with Examples

1. Explainer

Explainer videos are a great way to showcase your product or service and contextualize its importance for viewers. Regardless of form, this type of content is important for communicating to consumers and clients why your business exists. Explainer videos are created for sales and marketing and found on company landing or home pages.

2. Educational (How-to)

Build trust and loyalty with an audience in any niche by providing helpful content. Provide guidance directly related to your product with beginner guides and how-to videos.

Whether your business produces organic snacks for babies and toddlers, sells one-on-one fitness coaching services, or offers local videographer services, there is informative content you can create to help your customers.

Brainstorm brand-specific content ideas and determine what information your audience needs to fully utilize and appreciate your product offerings. Optimize educational content for search engines to generate organic traffic and regularly engage visitors. How-to content can effectively produce new leads as part of a content funnel.

3. Testimonials/Customer Spotlight

Testimonials serve as valuable evergreen social proof on your website and sales pages. They are an easy way to showcase your company’s value to potential customers.

A modern take on the testimonial that’s become increasingly popular is the customer spotlight. Instead of directly promoting your business, allow the potential customer to put themselves in the shoes of someone who has already successfully used your service or product.

4. Best Practices

Highlight your authoritative knowledge on a subject in your industry with best practices and valuable tips. “How-to” content meets beginners where they’re at, while “best practices” assume the audience has a preliminary understanding of a topic but wants more detailed information.

Within your content strategy, best practices content could include featuring the work of others (as well as your own work), sharing resources that your audience will find helpful, and interviewing experts in the field who have already established credibility. However, it may also simply be a how-to article with a definitive stance on the best method of execution.

?5. Complete Guide

Complete guides cover all the related questions under a broad topic. These tend to be long-form videos or a series of videos and articles with word counts of 3,000 and well above.

When positioned for SEO, guides cover general keywords with big traffic and competition (generally), as opposed to long-tail keywords with less traffic and competition.

These guides are often high-value in a content strategy because they cover a central topic important to your target audience. These pages generally bring in more traffic than other pieces of content combined, so marketers call them “pillar pages.”

For a series of videos, you might collect viewers’ emails to receive the next installation automatically. In this way, ‘complete guides’ make for great top-of-funnel content that perform reliably

6. About Us

‘About Us’ content allows a business to tell its story, share its mission, and highlight the people who make it happen. Whether in video form or as a page, this evergreen content can be shared across marketing channels and even leveraged as a recruiting tool.

Highly effective ‘About Us’ pages and videos serve as marketing tools by telling the story of why a company exists and how it came to be. Oftentimes, stories on the why and how of a company are more compelling than sharing the who or what.

7. Case Study

Case studies allow your company to showcase successful results, challenging projects, and outright failures while providing advice on how others can overcome the same obstacles (often by using the company’s products or services).

Interview participants for more hard-hitting content. Consider incorporating visual elements to explain complex concepts or showcase data points. Case studies are also highly effective in increasing brand trust: the transparency combined with in-depth information provides a valuable resource when positioned for your target audience.

Another approach is to highlight a customer or client’s ‘before’ and ‘after’ experiences that resulted from using your services or products. This strategy allows the case study to double as a customer spotlight, although it would include more concrete information on what has changed and how it affected ROI.

Note: Case studies and customer stories are similar types of content. So much so that brands often use these terms interchangeably.

However, case studies are data and product-focused, while customer stories use storytelling to convey the benefits of a product.

8. White Paper

White papers are data-driven essays that explain a problem and feature the company’s solution. They are generally downloadable PDFs featuring technical and in-depth information, helpful diagrams, a company’s methodology, factual evidence or data, and casual persuasiveness geared at marketing the company or its proposed solution.?

Consider creating videos highlighting your white papers’ most important and compelling information to encourage downloads and engagement with the material. As the video concludes, use CTAs or a post-play screen to direct users to the downloadable white paper.

9. “Best of” and Other Lists

Imagination is the limit when it comes to brainstorming list ideas. There’s plenty to cover across industries and niches, so this evergreen content is extremely common.

This evergreen content covers the “best of,” or “most popular” for a particular keyword. It can highlight the benefits of a product or service, avoidable pitfalls, or pros and cons. Lists include buyer’s guides, top ten articles, and recap compilations.

10. Product or Service Reviews and Comparisons

Review or compare popular products or services within your niche or industry. It allows you to discuss the technical details of competing products while showcasing your expertise within a side-by-side matrix.

This approach may be unabashedly biased, often using the topic to showcase directly why your company is better than the competition. Use product comparisons to create videos, blog posts, and marketing landing pages highlighting why and how your product or company is superior.

?It’s also a great opportunity to build search engine authority by ranking for the main keywords related to a company. Additionally, the landing page can double as a destination for paid ads.

Keep in mind that some product reviews are more evergreen than others. Trending consumer items, for example, may gain a lot of attention upon release that’s not sustainable. While the content will remain accurate and relevant, fewer people may search for it.

11. Project Checklist or Toolkit

A checklist provides a step-by-step reference for completing a project. Similarly, curating a toolkit can be extremely helpful for people who aren’t sure what equipment is necessary and what can wait.

With either type of evergreen content, focus on developing helpful resources for people at various stages of expertise within your niche or industry. Also, do keyword research to determine how people seek this information.

Note: Offer a downloadable version of your checklist or toolkit in exchange for the viewer’s email address. Free, valuable resources can grow your email list while generating new leads.

Today’s Challenge:

Brainstorm a list of potential evergreen topics in your niche. Pick one and outline a video that offers real, lasting value to your audience. Plan your script, think about visuals that will help illustrate your points, and consider any additional resources your viewers might need.

Creating evergreen content is about looking beyond the trends to produce resources that are always useful. These videos not only boost your channel's value but also establish your authority and trustworthiness in your field.

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