Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come. Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, …
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come. Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, …
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come. Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, …
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come. Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, …
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come.
Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, and I’ll explain how to craft your own timeless pieces.
What is Evergreen Content?
Evergreen content is content that is optimized to stay relevant and drive traffic for months or even years at a time.
It doesn’t have an expiration date. It’s centered around a topic that people will be interested in for years to come.
Examples of topics that might be considered evergreen include:
how to write a will
how to lose weight
ways to cook chicken
ways to generate passive income
how to optimize your site for SEO
how to build a blog
It doesn’t matter what season we’re in, or what year it is: There’s always a healthy number of people searching for content on these topics.
Marketers tend to write about evergreen topics because it’s a relatively easy way to bring organic traffic to their website. There’s always going to be some interest in the topic, so you won’t struggle to find an audience base.
For example, if you Google “choosing the right SEO,” you’ll find one of my articles on the first page:
It’s evergreen because SEO isn’t fading out of style anytime soon. Businesses will be searching for SEO advice for years to come.
A little later, I’ll show you ways to improve your chances of holding a first-page ranking for a long time, but for now, just remember one thing: If it’s evergreen content, it persistentlymatters to people, and you should be writing about it.
Here are some examples of time-sensitive content that aren’t evergreen:
seasonal articles e.g., Christmas gift ideas
announcements and news posts
posts about current but temporary issues e.g., Covid-19 or a sports season
If it’s a niche topic you expect people to lose interest in overtime then it’s not evergreen, because people naturally stop thinking about it (and searching for it online).
Here’s an easy way to remember it:
Evergreen content is ever-relevant.
Why Is Evergreen Content Important?
OK, so that’s what evergreen content is, but why does it matter? Well, a few reasons, but here are the three most important.
1. Evergreen Content Boosts Search Rankings
Did you know that 75 percent of people never scroll beyond the first page of search results? If you’re not on the first page, it’s unlikely people will ever find your content.
Evergreen content helps boost your Expertise, Authoritativeness, and Trustworthiness (“E-A-T”) score on Google. The higher your E-A-T score, the more likely it is you’ll secure a first-page ranking on Google.
How can long-lasting boost your E-A-T score? By helping position you as an authority in your industry.
To be clear, the level of “expertise” you’ll need to secure a good score varies depending on the subject matter.
For example, you’re more likely to rank on the first page if you’re a highly qualified doctor writing an evergreen post about weight loss than if you’re a general member of the public talking about weight loss tips.
Why? Because Google recognizes how important it is for someone to be qualified before they offer medical advice.
If you have expertise in your industry, you can increase your chances of a first-page ranking by producing quality evergreen content in your field.
2. Evergreen Content Draws in Organic Traffic
Organic traffic is simply how many people visit your website after finding you on a search results page, rather than clicking through a paid ad.
How does evergreen content help you draw traffic? Here are a few ways:
It answers a question, which there’s always a healthy level of interest in, so you can assume people are regularly searching for an article just like yours.
Readers are more likely to find your content, since (you guessed it) there’s a sustained level of interest.
The result is more organic traffic landing on your website.
3. Evergreen Content Keeps Your Business Relevant
It’s not just about generating traffic. It’s about ensuring you create valuable, relevant content for readers—and evergreen content helps you do just that.
Here’s why: Valuable content means lower bounce rates, since people stay on your page for longer.
Since evergreen content stays relevant, you can use it to show search engine’s that readers find your articles useful, which in turn helps boost your overall search rankings.
The best part? The more valuable content you create, the more you impress readers—and keep your brand relevant in an increasingly competitive digital space.
7 Tips for Creating Evergreen Content Right From the Start
To be clear, not all your content needs to be evergreen. Your audience wants to know you’ve got your finger on the pulse of your industry and understands current trends that impact them. Also, sometimes, people just want their fill of short, relevant, and entertaining news articles.
However, it’s definitely worth crafting a solid hub of timeless, enduring content to impress your audience and set yourself apart from the competition.
With all this in mind, here are seven relatively simple ways to write your own evergreen pieces.
1. Choose the Right Topics
First, choose topics with persistent traffic potential.
An analytics tool like Google Analytics can help here. Briefly, here’s how to distinguish between trending and evergreen topics.
Trending posts: Typically have a high initial search volume which drops fairly quickly
Evergreen topic posts: Attract a high volume of traffic initially, but there’s still a sustained level of traffic over time
To get started, take a look at your own site and see what topics retain a high level of traffic over time. Are there related topics you can cover?
Then, check out leading blogs in your niche. Identify potentially evergreen topics, run them through a competitive analysis tool to see which ones get long-term traffic, and decide how you can put your own spin on the topic to add value for your own readers.
2. Use Appropriate Keywords
Now you’ve chosen a few topics you’d like to write about, you need to use the right keywords to ensure your posts appear in the search results.
Type a search query into Google. Take some ideas for related keywords from the “people also ask” section.
Let’s check out an example.
Say you want to write about weight loss. When you Google “how to lose weight,” one of the top search results is a post from Diet Doctor.
Here are the two main things we can take from this sample.
The first paragraph contains multiple related key phrases including “trouble losing weight” and “weight loss without hunger.”
Subheadings are also optimized around popular related keywords like “weight-loss pills.”
Return to the search results and you’ll find people also ask:
How do I lose weight naturally?
How can I lose weight fast?
This is a quick and easy process, so give it a go!
3. Avoid Specific Events and Dates
One of the quickest ways to “date” your content, and shorten its lifespan, is by using current dates and events. Here’s why:
If the date’s relevant to the context or the wider understanding of an article i.e., anything about working from home during Covid-19, it’s not evergreen.
People stop searching for trending or date-related topics after a certain amount of time, so they won’t find your content.
If someone finds your article even just one year later, they might assume it’s outdated and they won’t click on it.
If you must use dates, be smart about it. For example, you could turn a “2021 Guide to Digital Marketing” into the “2022 Guide to Digital Marketing”, and so on. Or, make a plan to update content with a date annually.
In general, you’ll want to avoid using dates or referring to current news events, where possible.
4. Create Case Studies
Case studies won’t work for everyone. It all depends on your audience and the type of business you’re running.
However, if your audience values in-depth, analytical content, consider writing evergreen case studies. Here are a few benefits of case studies:
Case studies help boost your credibility within your sector.
Readers can derive true value from in-depth case studies.
You can make case studies evergreen by focusing on the core issues rather than dates or anything time-specific.
Finally, by sharing real case studies with your audience, you can boost your company’s authenticity. Since 90 percent of customers value authenticity when choosing which companies to support, I’m thinking this is a win!
5. Write In-Depth Guides and Tutorials
When people want advice, they very often turn to guides and tutorials. Why? Because they’re comprehensive enough to answer all the questions they have about a specific topic. (Or, at least they should be!)
In other words, guides and tutorials make for excellent evergreen content ideas.
For example, if you type “keyword research” into Google, one of the top results is my own guide to keyword research:
It’s a guide, and it’s part of a comprehensive, three-part series on effective keyword research. I cover a huge amount of ground, and the goal is to ensure the guide is a “one-stop-shop” for your keyword research needs.
What’s more, tutorials and guides are a chance for you to showcase your authoritativeness and build trust in your brand. (Which, as we know, can improve your search rankings.)
6. Update Your Content Regularly
No matter how hard you work to create evergreen content, you’ll still have to update it occasionally. Strategies change, new research and tools come out, and content becomes less fresh over time. If you want to keep your content ranking well, you’ll need to update it.
How does this work? By updating content, you’re creating a new publication date, which gives your post an instant boost: most first-page results are published within the last few years.
Here’s a few tips for updating content:
Add a little more information, or change a few stats.
Freshen up the images.
Change any outdated details.
Double-check spelling and phrasing. Could you phrase something better?
Finally, once you’ve got a great piece of content it’s time to make it work for you. One of the best ways to make the most out of great content—and reach as wide of an audience as possible—is to repurpose content into different formats.
Repost the content and remarket it across social media.
Around 85 percent of web users enjoy video content, so repurpose an evergreen article into a shareable video.
Got a positive review or customer testimonial? Use it to link back to your content.
These are just a few suggestions, don’t limit yourself!
How to Maintain Your Evergreen Content Ranking
You’ve compiled your evergreen content and you’re ranking well. Great!
Now comes the tricky part: how do you keep your first-page ranking for the months (and years) to come? Here are two suggestions.
Promote your content to ensure people can always find it on your website. Share it on social media, and consider adding fresh hashtags to increase exposure.
Link to evergreen posts on other pages across your site. Not only will this help you draw more traffic, but internal links are another simple yet highly effective way to boost SEO.
I recommend using these techniques alongside other strategies like content repurposing and refreshing to maximize your chances of maintaining a first-page ranking.
Conclusion
Evergreen content is timeless. It never goes out of fashion. If you want to draw organic traffic, educate your audience, and position yourself as an industry authority, it needs to be part of your content marketing plan.
Don’t just dive in, though. Identify the topics that matter to your audience, do your own research, and put a fresh spin on them. Use the right keywords to improve your chances of ranking on Google, and don’t forget to update your content whenever you feel it’s a little stale.
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come. Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, …
Evergreen content engages and educates readers for longer without a huge amount of effort. Once you master the art of writing “timeless” content, you can ensure your articles, e-books, and tutorials stay relevant for years to come. Below, I’m going to show you exactly why evergreen content should be part of every marketer’s content strategy, …
Google Search Campaigns are one of the most popular forms of online advertising. If you’ve always wanted to run a Google Search Campaign of your own but didn’t know how this article will help you get started. Even if you don’t know what a Google Search Network ad is, know more than enough to run …
Email beats all other marketing channels and can generate $37 for every $1 you invest.
Even though email marketing can generate a ton of revenue, it’s still not easy.
You need to know which email tools are best, how to use them so you don’t end up in spam folders, and how to create emails that convert.
Even for fully-staffed marketing teams, it can be overwhelming.
Email marketing agencies are perfect for overcoming these challenges.
They know how to use the tools and run fully-scaled email campaigns. They can also distill your brand and offer into great campaigns that generate revenue.
Today, I’ll walk you through how to choose an email marketing agency that’ll help you unlock all the business value email holds.
Good?
Well, let’s start from the basics.
Know Your Goals and Desired Outcomes
Before you jump straight to the top email marketing companies and pick one to work with, it’s a good idea to pause first.
Why?
You’ll get much better results.
Famous email agencies, like the ones I’ll recommend, usually have a track record of overseeing successful email marketing strategies and campaigns.
However, it’s never a one-size-fits-all situation.
Some agencies only excel when working on specific projects or campaigns. Others drive better results when working with specific kinds of businesses.
Knowing your goals and desired outcomes with email marketing gives you the right lens to evaluate different agencies and know which one is best for your needs.
Not to mention, it’ll help your agency get started a lot faster. The clearer the goal, the better the outcome.
Let’s take a look at some examples.
Example #1: Build and grow your email list
Without an email list, you can’t do email marketing.
And if you have a small list of, say, 33 email addresses, you’ll never get the full benefits of email marketing either.
The first step is to build your email list.
You’ll achieve this by choosing an agency with experience executing list-building campaigns to get your first 100, 1,000, or 10,000 email subscribers.
Take yourself, for example.
You won’t give a company your email address for nothing, right?
Absolutely not! We all get enough spam as it is.
Similarly, most people would only subscribe to your email list in exchange for something valuable.
In the digital marketing world, this could be an ebook, a checklist, or other forms of relevant content promoted to the audience whose emails you’re targeting. Consider choosing an email marketing agency with experience creating and promoting amazing content. The better the content, the faster your list will grow.
Example #2: Increase your email open and click-through rates
Low open and click-through rates will destroy your list.
If your open and click-through rates are low, you’ll run into a cascading series of problems:
Your audience isn’t seeing your offers. That’s less revenue.
Email service providers like Gmail, Outlook, and Yahoo will notice your low performance. Then they’ll flag you as spam or stop delivering your email altogether.
Now your open and click rates get even worse.
Even if you improve your campaigns later, they won’t deliver nearly the same results.
Improving your email reputation is REALLY hard.
Instead of risking this email cycle of doom, it’s a good idea to partner with an agency that knows what they’re doing.
They can look for early signs that something’s wrong, course-correct early, and keep your email reputation safe.
In this case, look for an email marketing agency that is exceptional at developing strategies and tactics to help increase your open and click-through rates.
The two examples above were to show that your goals and desired outcome with email marketing go a long way in determining what agency to choose.
They were also to demonstrate that no agency is a one-size-fits-all for all email marketing problems.
Set your goals first, then look for an agency that specializes in those goals.
6 Characteristics That Make a Great Email Marketing Agency
There are hundreds of email agencies out there. Maybe thousands.
And if you visit the websites of these agencies, every single one claims to be the best.
But what characteristics make an email marketing company great? And how can you vet and choose an agency to work with?
1. Great Content Creation
Think of all the emails you receive from other companies.
Do you know why you can’t wait to open and engage with some, but would ignore, delete, or unsubscribe from others right off the bat?
In most cases, it’s because you don’t value the content of those emails.
Amazing content keeps people opening and reading. Then when you send an offer, they’re willing to consider it.
Great content is the core of any serious email strategy.
Check to see if they focus on a process for crafting engaging email content. The best ones always do.
2. An Impressive Client Portfolio
Excellent email marketing agencies didn’t achieve that status overnight.
They worked with dozens or hundreds of brands to execute successful email campaigns.
Because of this, they should have plenty of top-tier brands in their portfolio. And case studies that show you exactly what was done.
Not all of this can be shared publicly. But when you’re exploring options with agencies, ask for examples during your initial calls. The agency should have plenty of examples to point to. If they struggle to come up with some, look elsewhere.
It’s a great way to quickly vet agencies of all types.
3. Thought Leadership
Exceptional email marketing agencies are always on top of email trends. It’s constantly evolving and you don’t want to work with someone that’s using tactics from 5 years ago.
An easy way to check for this is the agency’s blog, YouTube channel, or their own email list. Within 20-30 minutes of consuming their content, you should learn a ton. And it should all be cutting edge.
That’s a good sign they’ll be able to apply those same tactics to your email campaigns.
4. Deep Expertise with Email Tools
Great agencies will have used them all.
If you ask them which tools are best, you’ll quickly learn:
Which are most popular
Strengths and weaknesses of each
The handful of tools to avoid
But don’t worry about which tool they recommend. Pay attention to their depth of knowledge when speaking with them. They’ll probably start by recommending a single tool. Then as soon as you ask any follow up questions, they should have plenty of qualifications, nuance, and detail to their answers.
You should get the feeling that the agency knows this stuff cold. If not, find someone that does.
5. Has Specific Rules to Avoid Spam
If you’ve been hit hard by spam flags, you might need an agency that specializes exclusively on reviving domains with negative email reputations.
Most of us don’t need to go that far.
But you absolutely want to work with an agency that knows how to stay out of the spam box.
Also ask new agencies about how they stay out of spam, their processes to keep things clean, and early warnings that they like to look for.
You should be blown away with the thoroughness of their answers.
If not, keep looking.
6. A Great Company Culture
By choosing an email marketing agency to work with, you’re entering a business relationship with another business entity.
So, before you proceed, check that their company culture fits with yours.
Without a good fit on culture, you’re going to get email campaigns that don’t jive with your brand. You could anger your audience and turn them away. Or play things too safe and leave money on the table.
There’s no right answer on culture, just make sure their culture and yours fit well.
Ask for samples of recent campaigns that they’ve done. They’re likely to do similar work for you.
How to Work With an Email Marketing Agency
Working with an exceptional email marketing agency isn’t like dashing into a grocery store, filling your cart, and dashing out in a few minutes.
There are steps you’ll need to take that ensure your partnership with one leads to business growth via email marketing.
1. Align your in-house team
Most email marketing agencies won’t work in isolation but as an extension of your in-house digital marketing team.
Hence, to ensure a smooth partnership between you and them, you should:
Have meetings with stakeholders in your company to align relevant teams on the need to work with an email agency.
Communicate how the agency’s work would impact your business and why it is necessary.
As needed, appoint employees to work directly with the email marketing agency.
Doing this ensures team alignment between the agency and your company. Also, it keeps the agency in sync with your values, company culture, and the goals for choosing to work with them.
2. Discovery session
As you first go out to contact an email marketing agency, they won’t jump straight into sending you a proposal or contract.
The best email marketing agencies act like doctors who only prescribe after they diagnose.
And to start diagnosing your challenges and goals with email marketing, expect to fill an inquiry form, followed by a discovery session.
3. Research & strategic recommendations
Before making a specific proposal, any good email marketing agency will do an extensive round of research on your current campaigns. This will include things like:
Signing up for your lists and looking at your current campaigns
Mapping out your signup flows
Checking landing pages and signup offers
Looking through social profiles and email funnels from other channels
Once they have a complete picture of where you are today, they’ll be able to put a proposal together.
4. A working contract with project deliverables
A typical work duration with an email marketing agency spans several months.
To take on that kind of scope,agencies usually prefer to send a formal proposal and contract for you to sign.
Take your time and this stage and go through the proposal in detail. You should feel great about every piece. If you have any concerns, work through them now. It’s really easy to change scope, budget, or goals now.
Once you fee good about it, get the contract signed.
5. Onboarding
Expect an onboarding process customized for your team after you sign the contract.
During this step, the agency will usually ask for all your internal document and tool access. Expert to send them invites for your Google Analytics and email tools. Also put together every piece of internal documentation that you have on your email campaigns. The more info they have, the better.
From here, the agency will get started on the work and should have regular check-in calls along the way.
How to Find The Right Email Marketing Agency For You
To choose an email marketing agency that’s right for your needs, the steps I recommend are:
Be sure about your business goals and desired outcomes from email marketing.
Consider agencies with the characteristics above.
Choose an agency with expertise in the area you need help with. And where possible, also prioritize those that have worked with reputable brands.
Finally, know that email is part of your digital, and by extension, content marketing strategy. Hence, it’s best to choose a company with bandwidth for those.
To help, we reviewed hundreds of agencies and found these to be the best.
The 5 Top Email Marketing Agencies
#1 Neil Patel Digital – Best For Email Content
Every time you send an email, people unsubscribe.
That hurts the long-term prospects of your email list.
Since every email has a real cost and makes your list smaller, it’s best to make them count.
The best way to do this is with great content. Your unsubscribes will be lower, your list will be more engaged, and you’ll generate more revenue in the long-run.
Content, including email content, is one of the core areas of expertise at my agency, Neil Patel Digital.
#2. InboxArmy – Best for Full-service Email Management
InboxArmy comes highly recommended, as a full-service email marketing and management company.
This agency’s services include email strategy development, template design, email automation, and other.
InboxArmyserves companies such as Airbnb, LandCentral, and Jockey. If you’re looking for serious email pros for your B2C company, I’d reach out to them.
#3 Fix My Churn – Best for SaaS Onboarding Emails and churn
User onboarding emails are a very unique skill set. The content, CTAs, sending logic and tools are completely different. If you want to improve your SaaS emails, you really need experts in this area.
Fix My Churn applies top-level SaaS copywriting skills to create email onboarding and churn-eliminating sequences to turn free and trial users into happy, long-term customers.
Led by its Founder and SaaS email expert, Val Geisler, Fix My Churn has earned a reputation as an email marketing agency for SaaS companies like Buffer, Aweber, Podia, InVision, and others.
I’d also consider them if your have any type of subscription offer.
#4 Action Rocket – Best for Enterprise Email
Action Rocket needs no introduction as an email marketing agency for enterprise companies.
This agency even works with leading email software companies like Campaign Monitor, MailChimp, Litmus, and others to shape the email marketing space.
Using its vast years of experience, Action Rocket strategizes and develops custom email and CRM programs for enterprise companies, including Marks & Spencer, the BBC, and others.
If you want serious muscle behind your email strategy, reach out to them.
#5 SmartMail – Best for Ecommerce Email
SmarMail is our recommended email marketing agency for ecommerce businesses.
Every business model has its own unique challenges with email and ecommerce is no exception.
You need cart abandonment emails, promotional emails, lifescycle emails for repurchases, and receipts with guaranteed email deliverability.
This agency excels at helping online stores acquire, convert, and retain customers by strategizing and launching email marketing campaigns based on automated triggers across buyers’ lifetime cycle:
SmartMail has an excellent track record, helping ecommerce companies generate about $187 million in revenues. Their clients include French Connection, Skechers, and others.
Get Email Right to Drive Growth
Email marketing isn’t going anytime soon. It is here to stay.
And it generates a ton of cash. Choosing the right agency will get you that growth a lot sooner.
Set your goals, then start looking for the right agency for you.
Even if you plan on doing email inhouse, the right agency can get everything set up correctly from the beginning. That will save your team a ton of time and prevent disastrous mistakes like getting all your emails stuck in the spam folder.
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