Evergreen content refers to marketing assets that retain their relevance and value over time. Unlike trend-led or time-sensitive pieces, evergreen content continues to attract traffic, engagement, and conversions well after it’s first published.
In B2B marketing, evergreen assets, such as how-to guides, glossaries, frameworks, or best practice articles, form the backbone of long-term SEO and lead generation strategies. They provide consistent visibility for core topics, educate new audiences, and establish authority in a company’s focus areas.
To remain effective, evergreen content requires regular maintenance. Updating data points, examples, and internal links ensures accuracy while keeping the material aligned with current buyer needs. This ongoing optimisation helps the content sustain performance, deepen brand trust, and continue delivering value across multiple campaign cycles.
