Why Evergreen Content Should be Part of Your Content Strategy
Evergreen content, named after the trees that retain their foliage all year round, is the workhorse of any successful content strategy. Just like its namesake, evergreen content never goes out of style - it continues to offer value, answers, and insight long after it’s first published.
In the equestrian world, where trends may come and go but core knowledge remains constant, evergreen content can be one of the most effective tools in your digital marketing arsenal. Whether you run a riding school, tack business, veterinary practice or equestrian events venue, developing strong evergreen content can help position your business for long-term success.
Why Use Evergreen Content?
Evergreen content is a long-term asset. Unlike time-sensitive posts that may spark a flurry of interest before fading away, evergreen content continues to attract clicks, build trust, and generate leads long after it goes live.
For equestrian businesses - where time is often in short supply and resources can be stretched - evergreen content allows you to work smarter, not harder. Once created, it can:
Drive consistent website traffic. A well-optimised blog post or guide can rank in search engines for months or even years.
To maximise the impact of your evergreen content, it’s important to align it with a well-thought-out content calendar and social media goals. How a Social Media Content Strategy Can Help Your Horse Business outlines how to plan and position your content to support long-term marketing success.Establish brand authority. Sharing educational, useful content demonstrates your knowledge and builds credibility.
Generate leads or sales. Valuable content helps guide potential customers further down the decision-making path - whether that's booking a lesson, purchasing a product or attending a clinic.
Act as a reusable resource. Evergreen content can be updated, re-shared, turned into social media posts, or repurposed into downloads or videos.
For instance, an article like “How to Fit a Snaffle Bridle Correctly” might sound basic, but when well-written and supported by visuals or video, it becomes a go-to reference for years to come.
Examples of Evergreen Content in the Equestrian Industry
If you work within the equine space, there are countless opportunities to create timeless content that educates, informs, and supports your audience.
1. HOW-TO GUIDES
These are an absolute staple of evergreen content. Ask yourself: what do your clients, students or customers frequently ask you? Examples include:
“How to Groom a Horse for Competition”
“How to Bandage a Horse’s Leg”
“How to Introduce a New Horse to the Herd”
These how-to posts or videos are especially useful for beginners, but even experienced equestrians might refer back to them.
2. PRODUCT CARE ADVICE
If you sell tack, rugs, supplements or grooming equipment, create content around maintaining and caring for products:
“How to Clean and Store Leather Tack”
“How to Wash and Repair Turnout Rugs”
“What You Need to Know About Storing Feed Safely”
Not only are these posts practical, but they also help reduce customer service queries and improve after-sales experience.
3. GLOSSARIES & EXPLAINERS
Equestrian sport is full of niche terms and acronyms. Explainer content makes your website more accessible to new owners or young riders:
“Common Equestrian Terms Explained”
“What Does a Horse’s Passport Contain?”
These make for great long-form blog posts, but can also be adapted into engaging Instagram carousels or printed guides.
4. CASE STUDIES OR CLIENT SPOTLIGHTS
If you’re a trainer, saddle fitter, behaviourist, or any type of equine professional, evergreen content can take the form of case studies - stories that showcase your work:
“How R+ Training Helped a Nervous Young Horse Gain Confidence”
“Client Case Study: Saddle Fitting for a High-Withered Event Horse”
These timeless stories help demonstrate your approach and value while offering reassurance to future clients.
5. FAQS & RESOURCES PAGES
An excellent piece of evergreen content is a consolidated FAQ page or resource hub:
“Everything You Need to Know About Entering Your First Dressage Show”
“Frequently Asked Questions About Equine Physiotherapy”
These can also double as downloadable PDFs for clinics, onboarding new clients, or in riding school welcome packs.
Making Evergreen Content Your Own
The biggest challenge? Originality. Many topics have been covered already, and often in depth. But that doesn’t mean your version can’t rise above the rest.
HERE’S HOW TO MAKE YOUR EVERGREEN CONTENT UNIQUE AND VALUABLE
If you're looking for ways to infuse more personality into your posts, especially when covering topics that have been written about before, 7 Ways to Add Personality to Your Equine Brand shares ideas to help your content stand out while remaining true to your brand voice. Other important factors to consider are:
Use your own voice. People are drawn to authenticity. Don’t be afraid to write as you speak or share your point of view.
Incorporate visual content. How-to videos, diagrams, or step-by-step photos can dramatically increase engagement.
Add context. Use local, seasonal or discipline-specific examples that reflect your audience’s real-life concerns.
Tell stories. Make the content relatable by sharing examples from your own experience - stories stick in people’s minds more than lists of facts.
So instead of just writing “How to Prepare a Horse for Hacking,” include the story of a pony you helped who was initially spooky out on the roads and how you approached building their confidence.
Evergreen vs. Topical Content
While evergreen content provides long-term benefits, topical content helps your business stay current and responsive. Topical content is usually tied to something time-sensitive, like:
A new FEI rule change
Coverage of a recent show or championship
Seasonal reminders or promotions
These posts can be incredibly engaging and tend to attract high short-term traffic. However, their relevance usually fades over time. That’s why the most effective equestrian content strategies incorporate both evergreen and topical content. Think of it like this:
Evergreen: “How to Choose the Right Bit for Your Horse”
Topical: “New FEI Rules on Bit Usage in 2025: What Riders Need to Know”
Evergreen content builds long-term value, while topical content shows your brand is active, relevant, and plugged into the latest developments. For practical tips on structuring your cross-platform approach, read our 7 Tips for Creating a Successful Strategy for Your Social Media Content walks you through setting objectives, selecting platforms, and planning content types that complement each other.
Getting the Most Out of Evergreen Content
Creating a high-quality evergreen post is just the beginning. Your website plays a crucial role in how people experience your content. To ensure your articles and guides are easy to find and pleasant to read, check out 10 Website Design Do’s & Don’ts, which covers best practices for readability, structure, and content presentation. Here’s how to maximise the value of evergreen content over time:
Refresh content periodically. Revisit posts every 6–12 months to update stats, links, or recommendations.
Repurpose across platforms. Turn blog posts into Reels, IG carousels, email campaigns, or downloadable PDFs.
Schedule regular re-shares. Use scheduling tools like Later or Buffer to bring evergreen content back into your feed every few months.
Link to evergreen content in other posts. Help users (and search engines) find your best content easily.
Include in onboarding or welcome emails. Introduce new clients or students to key resources right from the start.
For example, if you run an equine physiotherapy business, your blog post “5 Simple Stretches to Improve Your Horse’s Mobility” could be:
A printed handout for clients
A script for a YouTube demo
A series of Instagram stories
An article shared in a regional equestrian newsletter
Evergreen content is one of the smartest investments you can make in your equestrian marketing strategy. It provides consistent value, drives ongoing engagement, and helps you work more efficiently in a busy, hands-on industry. AND You don’t need to start big. Begin with one helpful article based on a question you’re asked regularly. Answer it clearly, add your own insights, and publish it in a format that suits your audience. From there, you can build out a bank of timeless content that supports your business for years to come.
In a world where social media moves fast and algorithms change weekly, evergreen content offers something refreshing: Stability, consistency, and long-term growth.
Do you want help to create strategies that include evergreen content? Book a call with our team to learn more about how we can help you reach your goals.
