Direct and digital marketing, Marketing, Media

7 benefits of using evergreen content in your charity's social media strategy

Here's why you should be adding evergreen content to your social media strategy.

If you’re involved in the world of charity work, you understand the importance of social media in promoting your causes and fostering relationships with supporters. However, crafting a successful social media strategy involves more than just posting at random – it requires careful planning and the creation of valuable content. Enter, evergreen content. 

Evergreen content refers to content that remains relevant, valuable, and “fresh” for readers over a long period of time, as opposed to time-sensitive or trending content that may quickly lose its relevance. Examples of evergreen content can range from ‘How-to’ guides, FAQs, testimonials, to thought leadership articles and more. 

The beauty of evergreen content is its longevity and continuing relevance which can deliver consistent value to your audience and your charity. Here are seven benefits of incorporating evergreen content into your charity’s social media strategy.

1. It drives consistent traffic

Evergreen content is a fantastic driver of consistent traffic. Since the topics are always relevant, audiences can find value in your posts, articles, or videos whether they see them the day they’re posted or a year later. This long-term traffic can increase the visibility of your charity, leading to increased awareness and potentially donations or support.

2. It’s cost-effective

Charities need to be mindful of how they spend their resources, and evergreen content is a cost-effective marketing solution. Instead of constantly creating new, time-sensitive content, evergreen content can be recycled and reposted on your social media platforms, providing continual engagement with minimal additional expense.

3. It bolsters SEO

Search Engine Optimisation (SEO) is crucial in the digital age. Evergreen content — particularly when it’s rich in keywords and offers high-quality information — can significantly improve your charity’s online visibility on search engines. This will help attract more visitors to your website or social media pages, increasing the likelihood of donations and support for your cause.

4. It establishes your charity as an authority

Well-crafted evergreen content can help position your charity as an authority in your sector. By providing content that continually offers value, you show that your organisation is knowledgeable and reliable. This can foster trust with your audience, encouraging long-term support and engagement.

5. It encourages social sharing

Since evergreen content remains relevant, it can be shared and re-shared multiple times over a long period. This broadens the reach of your posts, allowing you to engage with a wider audience. The wider your content spreads, the more potential supporters you can reach.

6. It facilitates engagement

Evergreen content, particularly pieces that include calls-to-action or encourage interaction (such as ‘How-to’ guides or informational videos), can facilitate high levels of engagement. This engagement can help create a community around your charity, fostering a sense of connection and encouraging ongoing support.

7. It provides value to your audience

Perhaps most importantly, evergreen content provides real value to your audience. Whether it’s educational, inspiring, or simply enjoyable, content that remains relevant can continue to engage, entertain, and inform your audience over time, strengthening their relationship with your charity. 

Incorporating evergreen content into your charity’s social media strategy can provide lasting value, extend your reach, and enhance your online presence. So, when planning your next social media calendar, remember to include a mix of time-sensitive posts for immediacy and evergreen content for long-term benefits. 

Remember, successful evergreen content understands the needs of its audience and delivers on those needs over and over again. So, think about what your supporters want to see, learn, or feel, and let that guide your evergreen content creation. Your charity – and your audience – will be all the better for it. 

About Jonathan Bird

Jonathan is the Founder of UK Marketing Agency Delivered Social. Passionate about great causes, Jonathan developed Delivered Social Green – an arm to the agency that works exclusively with charities to grow their messaging.  If you’d like to know more about evergreen content, join us at The Ultimate Guide to Marketing your Charity online conference, where Jonathan will be hosting a session on this topic! Find out more and register here.