From search engine optimization to social media, B2B marketing professionals have many options at their disposal to create a successful marketing campaign. Of all the possible choices, evergreen content remains one of the best methods for marketers to keep their company relevant while also increasing the site's performance on search engine results pages.
Evergreen content is a timeless topic that does not need to be updated. It should be broad but not too generalized; detailed but not too specific. Longer evergreen content tends to rank better in SERPs, which improves the article's online presence and increases conversions (1). Indeed, the top 10 posts on Google have an average length of 2,300 to 2,450 words (2). This indicates Google's ranking tends to favor content that has a longer length and higher quality.
Since evergreen content has a longer shelf life, it can continue generating leads long after it has been posted to your website. Provided the author crafts a well-written and informative piece that remains on-topic over time, B2B marketers can keep reaping the benefits of a single article long after it has been written.