How to Write Evergreen Web Content

Evergreen Web content is work that can't be outdated easily and is suited to many demographics. Many of the largest websites are looking for content that will stay green forever and will not require any pruning.

Avoid Time

In Web time, one month is a year and one year is 10. If a Web page mentions time, that page is dated. If someone looks at it a week or a month later, the information is not as fresh as the information they could get elsewhere.

Often, the specific amount of time isn't necessary to the work. A Web writer may need to mention a news story that came out the day before, but it can be done so that the piece itself doesn't date itself. Instead of using the date, the story can be referred to as "recent."

Avoid Specific Numbers

Referring to specific prices or statistics can make your work quickly lose its evergreen status. Yearly inflation as well as pricing changes will soon make specific numbers out of date. The only exceptions are historic prices ($24 for Manhattan island) or promotional sites that must use the specific prices of the items.

Avoid a Niche Audience

If you tailor an item for a narrow audience, readership will largely be limited to that audience. However, a more evergreen piece has an unlimited readership potential.

To avoid directing the content to just one age demographic, avoid slang as well as too-technical terms. The word usage and article construction should be neither too complicated nor too simple. Many Web writers and webmasters suggest writing at an 8th grade reading level. This makes it possible for most people to read it easily without the work sounding too simplistic to be helpful.

Avoid Cultural References

There are many cultural references that never go out of style. But, mentioning a popular actor, model, band or song can date your piece as well as leaving some of the audience scratching its head. Most of the popular cultural icons of today will be forgotten as new ones take their place. Reading an article that makes reference to a forgotten icon will make it hopelessly dated and the audience will be lost when they don't understand the reference.

It can seem like the most popular actors, singers, etc. will always be big- but they won't. Don't believe it? Imagine an article that mentions how to get a career as big as M.C. Hammer's. Those who remember who he is won't be interested because he no longer has a career. Those who don't know who he is will have no incentive to read any further. An evergreen article would tell instead how to have a successful career without mentioning any names.

Not all Web writing has to be evergreen. In many cases, it isn't possible to be. But, websites are increasingly looking for evergreen content that won't have to be edited or updated later. This saves time and money for the writer, the website and for the read trying to get relevant information.

Keep It Evergreen

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