In the rush of seasonal promotions, trending topics, and one-off campaigns, it’s easy to forget that the most valuable content is often the kind that quietly does its job in the background. It doesn’t rely on timing or hashtags. It doesn’t expire when the sale ends. It just works.

This is the power of evergreen content, the kind of content that stays useful, relevant, and meaningful long after it’s published. At IPSM, we consider evergreen content the foundation of a robust marketing strategy, particularly for small businesses and nonprofits that must maximize their resources and make every effort count.

If you’re unsure where to start, we’ve broken down the process into five simple steps to help you create evergreen content that continues to build trust, communicate your message, and support your goals year-round.

Step 1: Start With the Questions You Always Get

The best evergreen content begins with the questions you answer over and over again.

Think about the things people always ask you- on the phone, through email, in DMs, or at networking events. How do your services work? What’s your process? What’s your mission? What makes your business or nonprofit different?

These are the pieces of your brand story that don’t change, and that new customers or supporters always want to know. When you create content that answers these questions in a clear, welcoming, and strategic way, you’re building a library of resources that continues to serve your audience every day, even when you’re not online.

Step 2: Create Core Content That Speaks to Your Identity

Once you know what people need to understand, focus on how you want to explain it. This is where your voice and values come in.

Start by writing or refreshing the key content on your website, like your About page, service or program descriptions, and team bios. Then think about how you can bring those stories to life across other platforms. You might turn your origin story into a blog, record a short video explaining what your organization stands for, or highlight one of your core values through a client story or donor spotlight.

The goal here is consistency. Evergreen content should reflect who you are at your core, not just what you’re doing this week.

Step 3: Turn Your Best Work Into Repeatable Content

Look at your highest-performing content from the past year. What posts got the most engagement? What blog drove the most traffic? What story made people stop and say, “This is exactly what I needed”?

These are the pieces you want to bring back into circulation.

You can transform an old blog into a social media caption, turn a testimonial into a graphic, or convert an FAQ into a carousel post. Don’t worry about repeating yourself—most people need to see a message multiple times before it sticks. When done intentionally, repurposing isn’t lazy; it’s strategic.

Step 4: Build a System to Keep Evergreen Content Active

Evergreen content works best when it’s woven into your regular content plan—not just sitting in a folder somewhere. You can do this by creating a monthly schedule that includes a mix of new, seasonal, and evergreen content.

For example, you could make every Monday a mission-focused post, every other Wednesday feature a testimonial, and once a month, share a helpful how-to or resource. This helps you stay consistent without having to reinvent the wheel each time you post.

And here’s the bonus: the more evergreen content you create, the more time and energy you free up for the other things on your plate.

Step 5: Revisit and Refresh Over Time

Evergreen doesn’t mean forever unchanged. As your brand evolves, so should your content.

Set a reminder to review your evergreen materials periodically. Look for updates to your services, new team members, or language changes that better match your current voice and goals. A minor refresh can revitalize an already strong piece of content and ensure it continues to work for you over the long term.

Evergreen content may not be flashy, but it’s incredibly powerful. It supports your audience, strengthens your message, and keeps your brand visible even during your busiest weeks.

If your content strategy feels like it’s constantly chasing the next post, maybe it’s time to take a step back and focus on building a strong foundation instead.

At IPSM, we help businesses and nonprofits create content that not only fills space but also supports their mission and connects with their audience over time.

Schedule a 15-minute strategy call with Renee. Let’s work together to make your message last.