At Intercom we’re big believers in “evergreen content.” What is evergreen content? A bit like a Swiss watch, evergreen content is content that addresses timeless themes. Here’s a good example we published last year: Martin, one of our support engineers, did an internal presentation on how to file a good bug. We said, “If we turn that into a blog post, it’s not specific to Intercom. It’s not specific to a tool. It simply explains what you – if you’re an engineer, support engineer, a support agent or anyone in the company that comes across a bug in your product – should include in that bug report so that it’s useful to people that want to fix it.”
That post generated plenty of traffic when it was published. It still generated traffic six months later, and it continues to do so 18 months later because it’s timeless.
If you want to create evergreen content, thought leadership is a must. The post “Why cards are the future of the web” was written by our VP of product, Paul Adams. We published that two and a half years ago, but it still generates hundreds of page views for us every week.