Evergreen content is a key part of any content strategy. It is the content that consistently drives traffic, shares and links to your site.

In this post we look at:

  • What is evergreen content
  • The benefits of evergreen content
  • How to find good examples of evergreen content
  • Tips on creating evergreen content

What Is Evergreen Content?

Evergreen content has been defined as content that stays relevant long past its publication date. It takes its name from the evergreen tree because they retain their leaves throughout the seasons. Most content is relevant for a short period of time and while it may gain significant attention, the interest in the article declines quite quickly. By contrast evergreen content tends to read and shared consistently over time.

Evergreen content continues to be read, shared and linked to consistently over time.Click To Tweet

Content that stays relevant over time tends to include formats

Business to business content (B2B) is often overshadowed by consumer content that gets millions of views and shares. We felt it was time to bring it out of the shadows, to celebrate the best B2B content of 2017 and to learn about engaging business audiences.

Creating business content is complex. It has to satisfy various needs such as raising awareness, driving traffic, generating leads and ultimately converting customers. Content is often aimed at specific niche audiences of buyers and hence it doesn’t get widely shared. However, there are some types of content that engage large business audiences. We have reviewed the most engaging business content published this year and identified 10 key content types that work well to drive B2B engagement.

The too long, didn’t read summary of the top 10 most engaging forms of B2B content:

  1. Technology developments. Industries can be destroyed and created by technological change, and quickly.

What content do Facebook audiences love to share, like and comment on?

To answer this question we reviewed two billion articles and Facebook posts that were published this year. We set out our findings below, including:

  1. The content (articles, videos and blog posts) that were most shared on Facebook 
  2. The viral Facebook posts that gained the most engagement
  3. Expert reflections on the findings and the lessons for content marketers

Reality check for the rest of us: These top articles and posts were exceptional outliers and we cannot expect to replicate their success. However, we can learn from them to gain deeper insights into the kinds of content that engages Facebook audiences. In this post we discuss the implications for content creators with commentary from marketing and publishing experts.

The two tables below show the most shared content on Facebook and the top viral Facebook posts this year. The links to …

Content marketing is hard work. It can feel like pushing a rock uphill some days. You have to consistently publish quality content and there is a danger that if you stop or change, you may lose the gains you have already made and roll back down. And everyone’s racing their own rocks up the same hill.

How to win? Your content strategy will be more effective if you understand the content trends in your industry and act faster than your competitors. And there may be shortcuts to the top: For example, identifying the new opportunities and avoiding very saturated and competitive content areas. In shaping your content strategy you will want to answer questions such as:

  • Is this topic area saturated with content? How many articles are being published each week? How can we stand out?
  • What are the emerging topics or content areas where engagement is growing?
  • What post

I admit I have a love-hate relationship with interactive content. Yes, we live in a world of content overload and interactive content is one way marketers can try to stand out. However, in the same way Word doesn’t make you a writer, easy to use tools don’t make you an interactive designer. The world is increasingly littered with quizzes, flipcards, clickable images and 360 videos just because they are easy to produce but no one shares or engages with this content. On the other hand there are some fantastic interactive examples. This month I have picked out twenty examples that really resonated with their audience.

I have grouped these twenty examples into four broad categories as follows:

  • Quizzes
  • Calculators and interactive tools
  • Interactive sliders, timelines and images
  • Interactive and 360 Video



Quizzes have long been a favourite engagement tool, particularly

The theme this year at Content Marketing World was stories. My personal CMW story started when I arrived in Cleveland only to find my suitcase was still in Chicago. It arrived at my hotel at 5am on the morning of the first day. Like me it was a latecomer to this event. I know, great story. This was my first visit to the glowing orange citadel that draws over 3,000 marketers from 50 countries each year.

I scribbled away furiously during the event taking notes trying to capture useful and practical insights. However, the most useful tips and stories were to be gained drinking beer in the Butcher and the Brewer. This is what I remember.

Geeks are the future of content marketing

Don’t take my word for it. After all I am slightly on the geek spectrum when it comes to data. But believe Doug Kessler when he says

At BuzzSumo we have always been of the view that the best content answers customer questions. This is why our starting point for any content research is to understand the questions customers are asking. BuzzSumo’s new Question Analyzer is a fast and efficient way to search all the questions being asked about any topic across hundreds of thousands of forums and sites.

In this post we set out how you can use questions to:

  1. Improve your content marketing
  2. Improve your ecommerce site
  3. Undertake product research
  4. Build your authority as an expert
  5. Track and manage questions about your brand
  6. Undertake keyword research

BuzzSumo’s Question Analyzer

The Question Analyzer crawls hundreds of thousands of forums, as well as sites such as Quora, Reddit and Amazon. We parse out and group all the questions being asked on any topic or product from across all these sites and provide you with a link to …

The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20% since January 2017.

We analyzed over 880 million Facebook posts published by brands and publishers over the last year. In this sample the average number of engagements fell from 340 to 264 over the first six months of the year, as shown in the chart below.FB-engagements

The biggest fall in engagement was with image posts and link posts. According to the data video posts had the smallest fall in engagement and videos now gain twice the level of engagement of other post formats on average. The chart below shows average engagements by post type in June 2017.


For more on video engagement read our recent research post analysing 100 million Facebook videos.

The detailed data on all 880 million posts is set out at the end of this post.

Why Is

What a difference a year makes. Last summer we wrote a post on why video is key to Facebook marketing. This summer our research data shows just how overwhelmingly dominant video, including Facebook Live video, has become. We analyzed 100 million Facebook videos published in the last year and using this data we can reveal:

Video Is The Most Engaging Facebook Format

Videos are the Facebook format most likely to reach and engage audiences according to Locowise. The average video post in April 2017 reached 12.05% of the total page audience, just ahead of photos at 11.63%,

The current content writing algorithms, produced by firms such as Narrative Science, are primarily Natural Language Generation tools that write content based on data inputs. They are not perfect but work well if you want to write content about movements in share prices. The algorithms are improving each week but the good news for content writers is that machines are not generating mainstream content that engages audiences. At least not yet.

For an algorithm to write engaging content, it would need to understand the DNA of successful content and the complex interaction of different content elements. This is something we explore in our latest research report with LinkedIn.

Understanding Content Elements

In our report we look at a number of content elements, and their relative importance in the success of content across different industries. For example:

  1. Topic. At the most basic level, choosing the right topic can influence your