Not all content is created equal. Some posts spike for a week and disappear. Evergreen content? It quietly drives traffic, builds trust, and generates leads for months—sometimes years—after you publish it.
The key is focusing on topics that don't have an expiration date. Think about the questions your customers ask you over and over: "How do I get started?" "What's the difference between X and Y?" "What should I look for when choosing a vendor?" Those recurring questions are your best bets for evergreen content because the answers stay relevant regardless of what's trending.
When writing evergreen pieces, avoid tying your content to specific dates or fleeting trends. Instead of "The Best Marketing Tools in 2025," try "How to Choose the Right Marketing Tools for Your Small Business." The advice stays useful longer, and you won't need to rewrite the whole thing every January.
That said, evergreen doesn't mean "set it and forget it forever." The best approach is to schedule periodic check-ins—every 6 to 12 months—where you review your top-performing evergreen posts and make small updates. Swap in a fresh example, update a broken link, or expand a section that's getting a lot of attention. These small tweaks keep your content current without requiring a full rewrite.
Evergreen content also happens to be the perfect foundation for repurposing. One solid blog post can fuel weeks of social media content, email newsletters, and even talking points for video. When you build a library of strong evergreen pieces, you'll always have something to pull from—no more staring at a blank screen wondering what to post.
Inside Enji, you can use the marketing calendar to track when your evergreen posts are due for a review, and the AI Copywriter to help you create repurposed social content from those pieces. It's a simple system that keeps your best content working hard without constant effort on your part.
