Welcome to the Main Street Marketing newsletter! Each week, on Tuesday, I send actionable marketing ideas and strategies for local small businesses.

If you haven't subscribed yet, you can do that here:

The Power of Evergreen Content

Let's start by explaining evergreen content for those who don't know. The purpose of evergreen content is to be relevant and applicable for long periods. So, content that focuses on special events or things that change often won't work. If what you are creating can be used again a year from now or even 10 years from now it is probably evergreen content.

Why does this matter?

The reason that I bring up evergreen content is that it can be a huge time and cost saver for small businesses. Creating content can be a full-time job, but for most small business owners and marketers you are probably wearing a dozen other hats at the same time. Creating content can become so overwhelming that it just doesn't happen.

Evergreen content is so valuable for small businesses because it can be used again and again without needing a total rewrite, but it's still valuable for your audience. This means you can share quality and insightful content for your audience without needing to generate it day after day or week after week.

How do I create it?

So, you're probably wondering how the heck you even create this? The first thing to keep in mind with evergreen content is it should remain valuable over time. So, you're going to want to focus on topics that aren't likely to change in your industry. For example, a plumber may want to create content on the most common household plumbing issues. A landscaping business might want to create content around seasonal to-dos or tasks. No matter what industry your business is in there should be content that you can create that makes sense to use again in the future.

How often should I use it?

You want to try and find a balance between how often you share evergreen content and it never hurts to refresh or update it just a bit. The goal is to save yourself time, but you also don't want to repost things word for word every time. Blog posts will likely get organic traffic over time, but can often be shared 2-3 times a year and each time you can pull a new quote or stat to use in your posts. If you created an infographic you can probably share it even a bit more frequently. Sometimes evergreen content is focused on something that happens once a year and you can find ways to reuse that content each year when the time comes around. Another option is to keep a list of the best evergreen topics in your industry and every time you're out of post ideas look it over for some inspiration. It might spark ideas you can share again and again!

What else should I know?

Evergreen content is often associated with blog posts and SEO and for good reason. Evergreen blog posts can help drive consistent traffic to your website. However, the idea can be extended beyond blog posts to all sorts of content to be shared on social media and more. You can create images to be shared again over time with new captions or to capture attention when interest spikes in specific topics. Videos also make great evergreen content that you can share over and over.

Evergreen content is also a great way to repurpose what you've already created into more formats. You can use blog posts to generate 3-5 social media posts. Videos can be repurposed into short snippets to share in your feed or as stories and more!

Evergreen content can be a really powerful option for small businesses to save time and money while staying active online! Do you use evergreen content? Let me know how it works for you and if you have any successes or struggles with it!

That's all for now. I'll talk to you again next week!

If you want more you can check me out on Twitter, LinkedIn or Instagram too!

Visit harrisonjhepp.com for more content.