As a business owner with B2B operations, each one of your customers or clients represents more than just themselves as individuals; instead, they’re making a buying decision on behalf of their entire business or department.
With this responsibility, your potential buyers put more research, time, and consideration into whether they’ll do business with you than an individual, self-representing, or non-business-oriented customer/client of a B2C business would.
Most businesses looking for a product or service from another company do their research online. Therefore, you have to be strategic about the online content you put out to represent and advertise your business to other businesses.
To market your business to other businesses and convert them into paying customers for years to come—without having to make new content over and over—you need evergreen content.
In this guide, we’ll explain everything you need to know about evergreen B2B content marketing.
What Is B2B Content Marketing?
“Content” can define the product of many creative processes, but in this article, we’re mainly talking about written content used for digital marketing, such as:
- Blogs
- Text on website pages (AKA “webpage content”)
- Captions on social media posts
- The text on graphic design images (AKA “graphic text”)
- Advertisements
- Digital flyers/white papers
- Forms
B2B (Business to Business) content marketing involves the strategic production and implementation of content that lets other businesses know that your business:
- EITHER
a. Offers a specific product/service they’re already looking for
OR
b. Sees and understands a problem or need they have, AND that you offer a product/service that can solve or fulfill it for them.
- Employs staff who are trustworthy, qualified experts at providing this service/product.
- Offers the superior version of this product/service among your competitors.
What Is Evergreen Content?
What makes online content “evergreen” and why does it matter for B2B marketing?
Evergreen content is content that stands the test of time, maintaining its relevance and value over months or years (Source). It doesn’t lose its applicability or worth, nor does it appear obviously dated to readers who view it in the future.
Much like its eponymous namesake in the natural world (evergreen trees), evergreen content is made to last rather than expire.
Evergreen Content Strategies
Now that you know what makes content evergreen, let’s explore some ways to ensure the content you put out embodies these qualities.
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Avoid “Cultural Timestamps”
Nothing makes content feel dated quite like trendy language or concepts from the past that become “cultural timestamps,” obvious indicators of when something was written.
Examples of Non-Evergreen Content with Cultural Timestamps
- A business website’s “Contact Us” page, which they haven’t updated since the mid-2010s, still has “Add us on Skype” on it.
- A business still has its “GMB” (Google My Business) profile linked on its “About” page, even though that platform hasn’t had that name since 2021.
- A social media post saying “Mobile-friendly websites are the future” makes it clear that the writer is significantly behind on the fact that everyone has known for quite some time.
- If you made a blog post that said “Businesses are just starting to explore AI,” then people will know you wrote it in 2025 or earlier and haven’t updated it since.
- Using current slang in any time period will make the content noticeably outdated in only a few years, if not months.
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Avoid Temporal Language
Similarly to cultural timestamps, temporal language (words and phrases that locate something in time, in relation to the present, like “recently,” “now,” “currently,” “back then,” “soon,” “tomorrow,” “yesterday,” “last week,” “before,” etc.) can make it unclear whether your content is accurate at the time your audience is reading it.
Sometimes you want to use this kind of language, especially for social media posts or ads that need to stay current to appeal to your audience. However, it’s best to avoid temporal language for anything that is meant to be evergreen.
Let’s look at two examples of how you could phrase a sentence on your business’s website in one of your employees’ bios.
Version 1: “Recently, John joined our account management team.”
Version 2: “John joined our account management team in 2016.”
The problem with the first version is that, with the temporal language (“recently”), it will need to be updated again to remain true and properly convey just how much experience John has with account management.
The second version is evergreen because the fact that John joined in 2016 will never change; no matter when someone reads it, they can know precisely how long John has been on the team and use that to determine whether they trust his total years of experience.
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Refresh Existing Content Before Creating Anything New
Before you create shiny new ads to bring people to your website content, make sure that the content you’re bringing them to is evergreen. Look through your existing site content with the following questions in mind and edit accordingly:
- Does this content have temporal language?
- Does this content have cultural timestamps?
- Are the facts and other information in this content still accurate?
- Are the sources in this content older than 5 years?
You can also keep these questions in mind while proofreading any new content you’re working on, to ensure it is evergreen the first time it goes live.
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Supply a Detailed FAQ Resource
Have answers to both common and niche questions about your business readily available on a dedicated FAQ page you can direct your customers to. Ensure you review and update this resource regularly, just in case your answers change. Keep answers in the present tense and straight to the point; flowery language tends to just be frustrating filler.
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Be Reachable
If your FAQ page or other content doesn’t have an answer to a question on which a prospective client might be basing their decision to work with you, you need to be available to answer them directly and promptly with an up-to-date Contact Us page or footer.
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Maintain UX/Site Functionality
Nothing drives people away from your website content faster than difficult navigation or inconvenient, malfunctioning features. Invest in your business’s long-term success by hiring a webpage development professional to conduct regular maintenance.
Best Platforms for Evergreen Content
You can make evergreen content for any platform, but it suits some better than others.
Webpages you want your clients to reference regularly, such as your home page, contact page, about page, and service pages, should be evergreen, so you only need to update them when there is a significant change in how you do business or communicate with clients.
Social media posts you pin to the top of your page, plan to repost several times, or share regularly on other platforms should be evergreen. Still, you don’t have to make posts evergreen if you expect them to get lost in your feed/lose relevance over time.
Like social media posts, whether you make your blog posts evergreen depends on whether you want them to be reusable resources for your clients to reference or more fleeting and representative of the time you wrote them.
With advertisements, it depends on whether what you’re advertising is time-sensitive. If you’re advertising a limited-time offer, then you certainly need to use language that isn’t evergreen, like “act now, before we run out.” However, if you’re advertising a product you’ve sold for 10 years at the same price and don’t plan to stop, you can use evergreen language.
Ready to Make Your Content Evergreen?
If you lack the time to test these evergreen strategies, don’t sweat it! Our content experts at Uptick Marketing would love to handle it for you.
Or maybe you’d like to try them yourself but need a little guidance; we’ve got you covered for that, too, with content marketing consulting services. Contact us today to get started!
