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Why evergreen content should be part of your B2B marketing strategy

Content is king is a phrase we hear regularly.

For B2B businesses, creating valuable and relevant content is vital if you want to attract and retain potential clients. And one of the best ways to do this is to produce evergreen content.

A canopy of evergreen trees

What is evergreen content?

Evergreen content is timeless, valuable, and relevant SEO content that remains useful and informative for an extended period.

Different from timely or seasonal content that quickly becomes outdated, evergreen content retains its relevance regardless of current trends or events.

It continues to attract organic traffic over time, providing lasting value to your audience and contributing to your website's overall SEO strength.

Why evergreen content matters for B2B businesses

News articles, content discussing the latest statistics, trends or new products are always valuable and should continue to be part of your content strategy. But, they will become outdated.

So with this in mind, here are some reasons why you should include evergreen content in your marketing strategy:

Longevity: Evergreen content has a long shelf life, which means your initial effort in creating it continues to bring results for months or even years after its publication. Its value will continue to attract and engage readers and potential customers and ensures a steady stream of organic traffic to your website.

Search Engine Visibility: Search engines prioritise valuable and relevant content. If written well, evergreen content will continue to attract traffic over time, showing search engines that your website provides useful information and boosting its visibility in search results.

Authority and Credibility: Creating evergreen content demonstrates your expertise and authority in your industry. Consistently producing valuable resources will establish your brand as a trusted source of information, leading to increased credibility and trust among your target audience.

Lead Generation: Evergreen content can be optimised to capture leads through various call-to-actions (CTAs). As more users engage with your content, you have more opportunities to convert them into leads or customers.

a small evergreen tree growing out of a mound of soil

Photo by Vecteezy

What types of evergreen content work for B2B businesses?

Before you start writing your evergreen content, you must be clear about what you want to achieve and who you're writing for.

What problems are your target audience trying to solve, what are their pain points, and how can you help them?

Once you've worked this out, you can start crafting great evergreen content.

Here are just a few examples of evergreen content that works for B2B businesses:

How-to Guides and Tutorials: People always look for explanations and help with "how to" do something, so this content will continue attracting new readers.

  • How to lay tiles on a concrete floor.

  • A step-by-step tutorial to integrating Salesforce into your business.

  • A Comprehensive FAQ Guide to Cloud Computing for B2B Companies.

Listicles: Who doesn't like a list? These are quick to create, easy to scan and, if well-written, tend to rank high on search engines.

  • 5 common rooftop safety hazards you need to be aware of.

  • 7 ways to convert your website visitors, into paying customers

FAQs: Addressing common questions people have about your company, products, services, or industry is a great way to establish your brand, address potential customer concerns and build your SEO profile.

Customer Testimonials: Social proof is trusted far more than what you say about yourself. Positive case studies, testimonials and reviews from satisfied customers stand the test of time.

Videos: People love videos and find recalling or understanding something easier if it's visual. How many times have you searched YouTube for a how-to video? Videos are a great way to drive traffic and promote your brand. These can be product demonstrations, how to solve a problem, or even a customer testimonial or case study.

Although these examples are 'evergreen', you may need to tweak the content occasionally and check that any links you include are current.

A man lying on a branch on a large evergreen tree with the countryside in the background

Photo by Rob Mulally on Unsplash

Elevate your B2B marketing strategy with evergreen content excellence

Evergreen content is a valuable and timeless asset for B2B businesses. By creating and optimising evergreen content, you can enjoy long-term benefits in terms of SEO, organic traffic, lead generation, and brand credibility.

Investing in evergreen content and incorporating it into your strategy will help you to establish your B2B business as a reputable authority in the industry, attracting and retaining customers for years to come.

Need help crafting evergreen copy? Get in touch. I can research and write unique, relevant and engaging copy that will make your business stand out and reach new customers.



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