With a constant stream of new content being thrown at us, a post's usefulness often doesn't last much longer than a few days after creation.
Usefulness declines for the reader as well as the marketer creating it. A piece of content's contribution to marketing analytics often dwindles or shrinks to nothing over time.
Joshua Nite at TopRank Marketing says to consider that:
On one level, what content becomes evergreen is up to your audience. There will always be a blog post or two that get a surprising amount of sustained attention—posts that just happen to meet an ongoing need.
While this is true, there are a few things you can do to help your content make an impact. Writing about something specific to an event, season, or something else that is otherwise frequently changing might be helpful to your audience at the time—but it's unlikely to have a sustained impact. Content should provide a top-notch solution to the question it's answering, and be made highly visible to your audience.
Identify pre-existing evergreen content by looking at your site's best performing content, or content that is still performing several months after publishing. Optimize this content by refreshing, gating, reformatting, or promoting it. When updating evergreen content, consider removing the date from the post and optimizing it for SEO.
For more of Nite's advice about evergreen content, read the full article below.