Building content that addresses timeless themes and answers recurring questions can be an effective strategy for businesses looking to create evergreen content. Publishing content that focuses on enduring ideas and advice, rather than reacting to current events, is key to retaining relevance over time. This approach has been successful for Intercom, where 40-60 percent of pageviews come from articles published more than nine months ago. To implement an effective evergreen strategy, businesses should not publish and forget, hold their nerve, shine a spotlight on their content, leverage social media, lean into it, convert visitors with CTAs, and consider the limitations of this approach for their specific business needs.