What Is Evergreen Content, and Why Is It Important to Your Law Firm’s Content Marketing Strategy?

Internet content has a surprisingly short shelf-life, and it seems to be getting shorter, as if to keep pace with the attention span of those who consume it.  If you doubt this, just look at a news article from a few months ago or a social media post from yesterday.  If you happen to follow the references cited in a Wikipedia article and find a website archived by the Wayback Machine, it is truly a blast from the past.  When you consider this, it may seem pointless to write a blog for your law firm’s website if anything you write is going to be out of date almost as soon as you click “publish.”  If you investigate the matter further, however, you will realize that there is a large range of how long web content stays relevant.  It is possible to write legal blog content and other types of marketing content that will remain of interest to readers for years to come; this type of content is often called evergreen content.

The Way to Find Evergreen Content Is to Find Out What It’s Not

When you brainstorm topics for your law firm’s blog, the first ones that come to mind probably will not be the evergreen ones.  You will probably think of blog posts related to the current moment.  If you are a personal injury lawyer, if it is close to Thanksgiving or Christmas, you will probably think about how drunk driving accidents are most frequent during the holidays, and in the summer, you will think about motorcycle accidents or about the summer festival in your city that attracts out-of-state visitors distracted by alcohol and by unfamiliar surroundings.  If you are a family law attorney, you will think of the co-parenting challenges associated with tax time, summer vacation, and the Christmas holidays, to name just a few of the many annual events that are a minefield for co-parenting conflict.

Once you have eliminated those topics, think about the things that clients always want to know, regardless of the season; this is your evergreen content.  Frequently asked questions posts are a popular form of evergreen content, as are explanations of the laws that affect the kinds of cases you handle. For example, if you are an employment lawyer, you might want to write about the Family and Medical Leave Act and the Americans with Disabilities Act, among others.

Evergreen Content Is Not Just for Blogs

Blogs are not the only place to write evergreen content.  Frequently asked questions pages about the various services you offer are a great asset to a law firm website.  The content on your practice area pages is also, by nature, evergreen.

Make Your Law Firm’s Website Verdant With Evergreen Content

Frequently updating your site with evergreen content will make a great impression on your prospective clients and on Google.  Content the law firm marketing writers at Law Blog Writers to build up your site with evergreen content.