How-to guides are just one of the few examples of evergreen content that you can use to run your PR campaigns, others including industry trend analyses, company history overviews, and FAQs. In this article, I’ll walk you through what evergreen content is, why storytelling plays a crucial role, and real-life examples of brand stories that have stood the test of time.
Understanding The Impact of Evergreen Content In PR
During my early years in content marketing, working for a startup that was struggling to maintain audience engagement, I understood just how much evergreen content would make a difference in our content strategy. We had tried everything—viral trends, breaking news, seasonal promotions—but nothing seemed to give us sustained traction. That’s when I stumbled upon a case study about Apple’s “Think Different” campaign.
That campaign, which launched in 1997, was more than just an ad—it was a movement. It wasn’t tied to any specific event or fleeting trend; instead, it was built around an idea that resonated across generations: celebrating those who dare to innovate. The content created around that campaign remains relevant even today, proving the longevity of a well-told story.
That was my moment. I realized that timeless stories keep brands alive for years, even decades. From that point forward, I shifted my focus towards creating content that would continue to engage and inspire audiences long after its publication. I started analyzing successful brand stories, identifying patterns, and incorporating these elements into my own content strategy. It was a turning point that shaped my approach to content marketing.
What is Evergreen Content?
Evergreen content is content that remains relevant long after it is published. Unlike trending topics that fade quickly, evergreen content continues to attract traffic, engagement, and shares over time. Think of it as the difference between a breaking news article and a well-researched “how-to” guide—one fades within days, while the other continues to provide value for years.
Evergreen content also builds a brand’s authority. If a company is consistently producing content that remains useful for years, it positions itself as a thought leader in its industry. This is why some of the biggest brands continually refine and optimize their evergreen content strategies to keep their messaging impactful and up to date.
Examples of evergreen PR content include how-to guides, industry trend analyses, company history overviews, FAQs, expert opinion pieces on timeless topics, product explainer videos, “best of” lists, and in-depth guides on common industry challenges. These forms of content remain relevant and valuable over time, regardless of current news cycles or events.
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Key Components of Evergreen Content
Over the years, I’ve identified a few crucial components that make content truly evergreen:
- Timelessness: The message remains relevant despite changes in industry trends.
- Value-Driven: It solves a problem or provides insights that don’t become outdated.
- Search Engine Longevity: Well-optimized evergreen content ranks high on Google for years.
- Shareability: People continue to engage with and share the content because it resonates deeply.
Identifying Evergreen Content Examples
#1. Check for Timelessness
Evergreen content remains useful over time. Ask yourself:
- Will this information still be relevant in 1, 5, or 10 years?
- Does it address a fundamental need, question, or problem?
- Can the content be updated without losing its core message?
Example: “How to Knot a Tie” remains relevant forever, while “Latest Fashion Trends in 2025” is time-sensitive.
#2. Analyze Search Traffic Trends
Use SEO tools like Google Trends, Ahrefs, or SEMrush to check whether the topic has consistent search interest over time.
- If search volume remains stable or grows year after year, it’s likely evergreen.
- If interest spikes and then drops (e.g., a trending news topic), it’s not evergreen.
Example: “Benefits of Meditation” will always have consistent search interest, unlike “Top Meditation Apps of 2024.”
#3. Look at Historical Performance
Review content analytics in Google Analytics or other tracking tools:
- Does the content attract steady traffic over time?
- Does it continue to generate engagement (shares, comments, backlinks)?
- Is it still ranking on search engines months or years after publication?
Example: A beginner’s guide to SEO written years ago but still ranking well suggests it’s evergreen.
#4. Identify the Content Type
Some content formats are naturally evergreen, while others expire quickly.
Evergreen formats include:
- How-to guides (e.g., “How to Start a Blog”)
- Ultimate guides (e.g., “The Beginner’s Guide to Personal Finance”)
- FAQs (e.g., “What Is Copywriting?”)
- Tips & Best Practices (e.g., “Time Management Strategies for Entrepreneurs”)
- Case Studies & Success Stories (e.g., “How Apple Built a Billion-Dollar Brand”)
Non-evergreen formats include:
- News articles
- Seasonal content (e.g., “Halloween Marketing Ideas”)
- Trend-based content (e.g., “Best TikTok Trends of 2025”)
#5. Evaluate Content Longevity
If the core message of the content remains useful even with minor updates, it’s likely evergreen.
- Some content may require periodic updates (e.g., “Best SEO Practices”), but if the foundation stays the same, it’s evergreen.
Example: “The Psychology of Persuasion” remains relevant even if specific marketing tools change.
#6. Look for Consistent Engagement & Backlinks
Evergreen content continues to receive social shares, comments, and backlinks long after publication.
- Check if influencers, bloggers, or other websites frequently link back to it.
- If people keep referencing it as a trusted resource, it’s likely evergreen.
Example: Neil Patel’s SEO guides continue to receive backlinks because they offer timeless value.
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#7. Test for Adaptability & Repurposing Potential
If a piece of content can be repurposed into multiple formats (videos, infographics, podcasts) without losing value, it’s likely evergreen.
- Can it be turned into a YouTube tutorial, an eBook, or a webinar?
- Can small updates make it relevant for new audiences?
Step-by-step guide on how to create effective evergreen content
#1. Choose Timeless Topics
Select subjects that will remain useful and relevant long-term. Some effective topic ideas include:
- How-to guides (e.g., “How to Start a Blog” or “How to Improve Public Speaking”)
- Ultimate guides (e.g., “The Complete Guide to Personal Finance”)
- Educational and informative content (e.g., “What Is Content Marketing and Why Does It Matter?”)
- Best practices and tips (e.g., “Best Time Management Strategies for Productivity”)
#2. Conduct Thorough Research
- Use credible sources to ensure accuracy.
- Incorporate data and statistics that are unlikely to change drastically.
- Avoid referencing temporary trends unless necessary.
#3. Optimize for SEO
- Use long-tail keywords that have consistent search demand.
- Write a compelling meta description to boost click-through rates.
- Implement internal linking to direct readers to related evergreen content.
- Structure content with headings (H1, H2, H3) to improve readability.
#4. Make It Comprehensive Yet Easy to Read
- Cover the topic in depth but avoid overwhelming the reader.
- Use bullet points, lists, and subheadings for better readability.
- Include examples, case studies, and analogies to make concepts clear.
#5. Keep the Language Simple and Timeless
- Avoid jargon that may become outdated.
- Write in a conversational tone that remains relatable over time.
- Use clear and precise language that stands the test of time.
#6. Update Content Regularly
- Review your content every 6-12 months to update any outdated references.
- Refresh statistics, links, and examples to maintain credibility.
- Optimize for new SEO trends without changing the core value of the content.
#7. Add Evergreen Visuals and Media
- Use images, infographics, and videos that aren’t tied to trends.
- Create explainer videos that remain useful for years.
- Ensure that your visuals are high quality and enhance understanding.
#8. Promote and Repurpose Evergreen Content Examples
- Share it on social media, forums, and newsletters periodically.
- Convert blog posts into different formats like podcasts, YouTube videos, or infographics.
- Reference it in new content to reinforce its long-term value.
#9. Encourage Engagement and Discussion
- Ask open-ended questions to spark comments and discussions.
- Allow user-generated content (e.g., testimonials, reviews) to keep it relevant.
- Build a community around the topic to ensure ongoing interest.
#10. Analyze Performance and Improve
- Use tools like Google Analytics to track performance.
- Identify high-performing content and update it to maintain its ranking.
- Optimize underperforming pieces with better formatting, keywords, or examples.
The Role of Storytelling in Evergreen Content
Stories have been a part of human culture for thousands of years. We remember stories better than facts because they engage us emotionally. For brands, storytelling is an incredibly powerful way to create evergreen content examples that remains relevant and compelling.
Consider Nike’s “Just Do It” campaign. It wasn’t just a tagline—it was a story about determination, pushing limits, and believing in oneself. Decades later, the message still resonates, making Nike one of the most recognizable brands in the world. Over the years, Nike has evolved this campaign by featuring diverse athletes, social movements, and personal triumphs, keeping it fresh while maintaining its core message.
I’ve witnessed firsthand how storytelling makes content memorable. When I created an in-depth case study about a client’s transformation, their engagement skyrocketed. Readers connected with the journey, the challenges, and the ultimate success, reinforcing the idea that stories drive long-term engagement.
Components of Evergreen Brand Stories
From my experience, great brand stories share these core elements:
- Relatable Characters: Whether it’s a founder’s journey, a customer success story, or an ambassador’s experience, people connect with other people.
- Universal Themes: Overcoming obstacles, achieving success, or making an impact.
- Emotional Impact: Stories that make us feel something—joy, nostalgia, motivation—are the ones we remember.
- Consistent Brand Messaging: The story should align with the brand’s core values and mission.
Evergreen Content: Examples of Timeless Brand Stories
#1. Apple’s “Think Different” Campaign
Apple’s 1997 campaign celebrated visionaries like Albert Einstein, Mahatma Gandhi, and Amelia Earhart. The message? Innovation and courage define greatness. Even decades later, this campaign influences Apple’s marketing, reinforcing its brand identity as an innovator. Apple continues to embrace this spirit in its product launches and branding, ensuring its storytelling remains compelling.
#2. Nike’s “Just Do It” Story
Nike built its brand around motivation and perseverance. The “Just Do It” campaign, launched in 1988, featured real athletes and everyday people pushing their limits. The core message remains relevant because ambition and perseverance are timeless values. Over time, Nike has adapted the campaign to incorporate modern themes, such as social justice and inclusivity, ensuring its continued relevance.
Nike’s 2018 Colin Kaepernick ad campaign, for example, reignited conversations around perseverance and purpose. By tying its message back to its original “Just Do It” spirit, Nike proved the power of evergreen storytelling.
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How to Create Evergreen Brand Stories
Optimizing Evergreen Stories for SEO and Engagement
From an SEO perspective, making evergreen stories discoverable is crucial:
- Keyword Research: Use relevant keywords that people search for long-term.
- Repurpose Content: Transform stories into different formats—blogs, videos, podcasts, and social media snippets.
- Encourage User Engagement: Allow customers to share their own experiences related to your brand story.
A great example of SEO-driven evergreen content is HubSpot’s marketing blog. By continuously updating in-depth guides, they maintain high search rankings while keeping their content valuable over time. Additionally, adding internal links to related evergreen pieces strengthens the authority of older content, keeping it relevant for years to come.
Another powerful tactic is leveraging video storytelling. Brands like TED Talks have mastered this approach—creating compelling, knowledge-driven content that remains relevant for years. By incorporating video alongside traditional text-based content, brands can enhance the longevity and engagement of their evergreen materials.
In Conclusion
Looking back at my journey in content marketing, I’ve learned that trends come and go, but great stories last forever. Apple, Nike, Coca-Cola, and even modern brands like Airbnb and Patagonia prove that storytelling is a cornerstone of evergreen content.
If you want your brand to stay relevant for years, focus on crafting meaningful stories—ones that evoke emotion, inspire action, and align with your brand’s core values.
Another key lesson? Keep refining and adapting your evergreen content. Brands that evolve their narratives while staying true to their original values will continue to capture audience attention for generations.
And who knows? Maybe one day, your brand’s story will be among the timeless examples that continue to resonate with future generations.
So, what’s your brand’s story? I’d love to hear it—share your thoughts in the comments or reach out to discuss how we can create something truly timeless together!
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