The Value of Evergreen Content for PR

2021-05-24 by Ronn Torossian

Content marketers and Public Relations professionals have been talking about the importance of evergreen content in PR and marketing strategies for years. That’s because this type of content is very helpful, as audiences find it useful long after the content has been published. Evergreen content is also a great way for brands and corporations to rise above the current news cycle through giving long-term advice and providing expertise that others can refer back to multiple times.

What is Evergreen Content?

Evergreen Content centers around an evergreen topic – essentially, topics that never become outdated. These topics have consistent search volume and interest from audiences over time.

Aside from evergreen content being incredibly popular in marketing efforts, it’s also a beneficial tool in public relations and media outreach. That’s because it’s not just companies that are in need of valuable content – it’s necessary for media outlets as well to be able to bring readers back to their websites over time. 

Public Relations Efforts Between Campaigns 

Ideally, every company would have a steady flow of news and announcements that highlight their successes and achievements. However, that’s not the case. Fortunately companies keep audiences and media outlets engaged more frequently by creating artificial news announcements every week. Companies can utilize evergreen content for this. Through evergreen content, companies can offer their expertise on various industry topics that readers of media outlets will care about.

Instead of brands looking at what they offer to the consumers, with evergreen content  they’re able to look at what they already know. Companies are already in tune with their consumers’ needs and concerns , which means businesses can easily figure out which topics will retain a lot of interest among their customers over a long period of time. And they can  continue to create new content around such topics.

Search Engine Optimization Boost

Although creating and building relationships with media outlets and journalists is important for public relations efforts, evergreen content has an additional PR benefit. This type of content is able to improve Search Engine Optimization (SEO) as well as increase the quality and quantity of traffic on a company’s website. Search engines and specifically Google, rank websites according to the content on them.

Websites are ranked according to their trustworthiness, expertise, and authority. Through evergreen content, companies are able to show their expertise by offering advice or opinions on a relevant topic. They’re also able to show their authority by positioning themselves as industry leaders and offering their expertise. Finally with evergreen marketing they can build more trust and credibility with their audience.

Through evergreen content companies are able to get more views on their websites over time, Moreover, people are going to be interested in content that’s useful. Search engines rank websites that have all of those qualities a lot higher in results pages. Additionally, all of those qualities can also improve a website’s domain authority, which also improves its overall SEO score.

Ronn Torossian is CEO of 5WPR.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities