Evergreen content is a staple of any business—and it needs to be for yours. Here are examples of evergreen content for organisations and clinics and how to start creating it today.
What does evergreen mean in marketing?
Evergreen content in your clinic or business will stay relevant and valuable regardless of what is happening in your field, who is on your team, or what is seasonal or trending. Your evergreen content can be on your website (in articles, publications, webpage content, or something else) or in print, like many of our clients have in brochures and leaflets about patient conditions and your services. If you’re happy to share a piece of content today that you wrote two years ago to support your business, then it will likely be evergreen.
Evergreen content is an asset to your business and marketing efforts
As evergreen content is always working for you to bring value to your readers and patients, it has great value:
It helps bring you consistent or reliable traffic. When you write or create evergreen content, you should answer questions or solve problems that will remain relevant over time for your customers, clients, or patients. This means your articles, resources, or guides will continue to attract traffic and engage your prospects without needing constant updates or rewrites.
Authority and trust: consistently providing timeless, high-quality content establishes your clinic or business as a trusted source of information in your field. Clients, patients, or customers are likelier to return to your website or materials because they know they’ll find reliable answers and insights.
SEO benefits: search engines love evergreen content because it provides long-term value. Well-written evergreen pieces can continue ranking high in search results for months or even years, driving consistent organic traffic to your website.
Time and cost efficiency: you don’t need to constantly create new content to stay relevant. With a solid base of evergreen content, your marketing team can focus on promoting and updating what you already have, saving time and resources.
What is the opposite of evergreen content?
The opposite of evergreen content is time-sensitive or seasonal content. Content that is time-sensitive is only really valuable or relevant for a specific period. Here are some key characteristics of time-sensitive content:
Trending topics: content focused on current events, industry trends, or news that will likely lose relevance as time passes. For example, articles on the latest health tech innovations or newly released studies have a shorter shelf life as new information becomes available.
Seasonal content that is related to specific seasons, holidays, or events. This includes things like holiday promotions, seasonal health tips, or event-based marketing campaigns (e.g., “Top Summer Health Tips” or “End-of-Year Sale”). These topics only attract attention during specific times of the year.
Announcements or updates are timely pieces of content, such as company news, product launches, or service changes. Once the event has passed, however, the content may no longer be relevant or useful to your audience.
Five evergreen content ideas
Now that you understand the value of evergreen content, let’s talk about specific ideas that work particularly well for your business, clinics or organisation. These are practical, long-lasting content types that you can start creating today:
FAQs (Frequently Asked Questions): Patients or clients will always have common questions about your services or offerings. Creating a comprehensive FAQ page on your website, or printable materials, is a surefire way to offer value. These questions won’t change much over time, so your content will remain relevant for the foreseeable future.
How-to guides are incredibly useful, particularly if your audience is looking for step-by-step solutions or educational content. For example, if you’re a clinic, you might create a guide on managing chronic conditions at home, or a business could offer a ‘how-to’ guide on using their products or services effectively.
Service explanations: Clear, detailed descriptions of your core services are classic evergreen content. This might include overviews of treatment options, procedures, or what to expect during an appointment. These won’t change unless your services do, so they can stay on your website for years with minimal updates.
Case studies or success stories: People love real-life examples. Sharing patient or client success stories, with permission, of course, shows how your business can help and has timeless appeal. Potential clients can relate to these stories regardless of when they were published.
General tips or advice articles: Think about the most common questions or challenges your audience faces. Offering general tips for staying healthy, maintaining equipment, or improving well-being will always be valuable to your readers. For clinics, this might be lifestyle or home care tips for specific conditions. For businesses, it could be maintenance tips or product usage recommendations.
Examples of evergreen content
Here’s an example of evergreen content on our website and why it’s evergreen. We’ll also pop in an example of non-evergreen content so you can see the difference.
This article on what a specific word count looks like on a page is evergreen. No matter what else changes, a certain word count of a certain font size will always look very similar. This is not content that we predict we’ll need to update at all, yet it still drives good traffic to the site.
This page on AHPRA compliance and writing medical and health content that complies with AHPRA’s guidelines is not evergreen. AHPRA’s guidelines can change at any time, and are often updated. The law on medical advertising can also change and evolve. This page will need to change with it and be updated accordingly, or it’ll need to be archived.
Writer for evergreen content - health and medical copywriter
Need help creating evergreen content? We’ve got you. Just email us at hello@wordprescription.com, and we’ll be happy to help.
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