As the world of marketing shifts more and more towards inbound tactics, content has become one of the most important tools in a marketer’s toolkit. And not just any content—effective content. The right mix of informative, interesting, and persuasive content is essential to driving results with your inbound marketing strategy.
So what exactly is “content”? In the marketing world, we use the term “content” to refer to any kind of information that can be used to reach and engage your target audience. This includes blog posts, articles, eBooks, infographics, presentations, videos, and more.
Content comes in all shapes and sizes, but it can generally be classified into two main types:evergreen contentand promotional content.
Evergreen Content: The Foundation of Your Inbound Marketing Strategy
Evergreen content is the cornerstone of any good inbound marketing strategy. Evergreen content is the kind of stuff that will continue to be relevant and useful to your target audience long after it’s been published. It’s the stuff that will keep bringing people back to your website or blog again and again.
Examples of evergreen content include:
Tutorials and how-to guides (e.g., “How to Fix a Leaky Faucet”)
Product reviews
Lists (e.g., “10 Best Dog Breeds for Families”)
Resource guides (e.g., “The Ultimate Guide to Social Media Marketing”)
Definition-style articles (e.g., “What Is Inbound Marketing?”)
At its core, evergreen content is designed to be timeless—it won’t go out of style or lose its relevancy anytime soon. That’s why it forms the foundation of your inbound marketing strategy. It’s the base upon which you can build all your other marketing efforts.
