When it comes to social media, content is king, but not all content wears the crown equally. Evergreen content is the kind that continues to drive traffic, engagement, and conversions because you can use it over and over without it getting old or stale. It’s the content that remains relevant, useful, and impactful regardless of trends or the passage of time. In this the fifth entry in our Five and Free series, we’ll explore five evergreen content ideas that can keep your social channels vibrant and relevant, while reducing how much time you need to spend creating new content.
1. Testimonials and reviews
There’s nothing more convincing than a satisfied customer sharing their experience. Testimonials and reviews are a classic form of social proof that never loses its appeal. Whether it’s a glowing review of your product or a heartfelt testimonial about your services, this content type builds trust and credibility with potential customers who are often looking for reassurance before making a purchase.
To make the most of testimonials and reviews, consider creating a series of posts that highlight different aspects of your products or services. For example, you might feature one customer’s review of your product’s durability, another’s praise for your exceptional customer service, and another highlighting the value for money they received. By rotating these testimonials across your social media channels, you create a steady stream of positive, trust-building content that can be shared and reshared over time.
2. FAQs
Your frequently asked questions are a goldmine of evergreen content. They address common concerns, provide clarity, and help potential customers make informed decisions. In addition, FAQs show that you understand your customers’ needs and are proactive in addressing them, which builds trust and positions your brand as a helpful and reliable resource.
To fully leverage FAQs, consider creating a dedicated FAQ series for social media. We’ve included an FAQ Story we used for Picture Perfect Tours earlier this year. Their trips to Sable Island require a lot of preparation and knowledge.
Each post in the series can tackle a different question in depth, providing valuable information that your audience can refer back to whenever they need it. You can also use these posts to direct traffic to a more comprehensive FAQ section on your website, where customers can find even more detailed information.
FAQs can also be repurposed into other content formats. For instance, you could create short videos or reels where team members answer questions directly, adding a personal touch. Or, consider turning your FAQ content into an infographic that can be easily shared across various platforms. This approach not only ensures that your content remains relevant over time but also provides multiple ways for your audience to engage with the information.
3. Customer photos
User-generated content (UGC) is a treasure trove of authentic, relatable material that resonates with your audience. When your customers share photos of themselves using your products or enjoying your services, they become brand ambassadors, providing powerful social proof that can influence others to engage with your brand.
Encouraging customers to share their experiences can be as simple as launching a hashtag campaign or running a contest that incentivizes them to post photos. Once you have a collection of UGC, you can repost these images on your social media channels, giving credit to the original creators. This not only strengthens your relationship with existing customers but also builds community and fosters a sense of belonging among your followers.
Halifax Harbour Tours encourages their passengers to take and share photos of their harbour cruise – this helps with their own marketing but more importantly it helps ensure their guests capture important memories and views from their experience.
The beauty of UGC is that it’s content that’s already created for you. It’s authentic, which makes it more trustworthy than branded content, and it’s versatile enough to be used across multiple platforms. By featuring customer photos, you keep your content fresh and engaging, while also showcasing real-life examples of how your products or services bring value to your customers’ lives.
4. Helpful checklists
Who doesn’t love a good checklist? They’re easy to consume, practical, and highly shareable. Whether it’s a packing list for a trip, a step-by-step guide for using your product, or tips for seasonal preparation, checklists provide value that your audience will appreciate and return to again and again.
Checklists work well because they break down information into manageable, actionable steps. They’re a great way to educate your audience while also promoting your products or services. For example, we have our own checklist we use to help folks who are DIYin’ it with email marketing. You can check out our printable Ultimate Email Marketing Cheat Sheet to see how we do it, this is a piece of evergreen content that we’ve been working with for over two years. (If you can’t print on really big paper, drop us a note via our contact form and we’ll mail one out at no charge.)
To maximize the impact of your checklists, you should also consider designing them as downloadable PDFs that your audience can print, save, and refer back to. This not only adds value but also encourages repeat visits to your social channels or website. Additionally, you can turn these checklists into interactive content, such as Instagram Stories with swipe-up links, or Pinterest pins that link back to a blog post or landing page.
5. Tell your story
Your story is unique, and sharing it with your audience is a powerful way to build a connection. Evergreen “about” content like team member bios, your business history, and a well-crafted “about us” page offers a glimpse into who you are and what you stand for. These posts can be revisited and reshared regularly, helping to humanize your little local business and foster the kind of loyalty big brands experience.
Team member bios are the kind of evergreen content that can be deeply impactful, people want to know who they’re dealing with. It is therefore particularly effective in personalizing your brand. They allow your audience to get to know the people behind the business, creating a sense of familiarity and trust. You can introduce team members one by one, sharing their roles, interests, and even fun facts. This not only highlights your company culture but also makes your brand more relatable.
Similarly, sharing your business history and values helps to establish your brand’s identity. Whether it’s the story of how your company was founded, the challenges you’ve overcome, or your mission and vision, this content provides context and meaning to your brand’s existence. It’s content that can be used time and time again, especially during key moments like anniversaries or significant milestones.
Evergreen content is content that delivers … again and again and again
Evergreen content is the gift that keeps on giving. It’s the type of content that, once created, continues to work for you over time, driving engagement, building trust, and reinforcing your brand’s value. By incorporating these five evergreen content ideas into your social media strategy, you can ensure your channels remain active, relevant, and effective long after the initial post. These ideas not only enhance your social presence but also make the content creation process more efficient, giving you more time to focus on other aspects of your business.