“Evergreen content” is content that will retain its relevancy indefinitely and can be recycled or leveraged in a versatile manner for a variety of platforms. A great example of this would be the content we created for TurF Living in 2017. TurF is a Vancouver based boutique fitness studio, retail space and bistro with locations in Downtown Vancouver and Kitsilano.
We were asked to create their instructor headshots for their website and what we created for them became much more than just your average “sit and smile” headshot. Working with their group fitness instructors and personal trainers we created a range of dynamic staff portraits that could be used in a variety of ways. By incorporating movement and props styling we were able to create a range of imagery that encapsulated the personalities of the instructors and their classes.
This content was then leveraged on the TurF website for their teacher bio’s, TurF newsletters, and various social and web platforms of both the studio and individual instructors. The images were used to communicate upcoming classes, special events, hiring opportunities, and information about TurF’s teachers as seen below.
What allows us to classify this content as evergreen is TurF’s ability to continue to use this content to successfully marketing their business in a way that is authentic to their brand years after it was created. The only content that will eventually no longer be considered evergreen is when an employee/talent moves on which then nullifies the evergreen value of the content that talent was presented in and then requires replacement content to be created to include new talent.
