Evergreen content

Much content that is created is a waste of time as this response to a question from Bill Slawski about ineffective SEO shows.

Content in a blog that is so superficial, generic or poor quality won’t engage audiences or attract links to help it rank in Google, so it’s largely a waste of time, just contributing a brief flurry of visits to a blog.

If your aim is to create Evergreen content using a technique like Skyscraper content or Cornerstone content approaches, then it’s more likely you will have an impact and a return. BUT, you will need to invest more to create quality content, average content won’t cut it.


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.