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Content that you know will always be relevant to your target audience is considered evergreen content. These are typically educational pages, how-to guides, or FAQ articles that will always be useful. Evergreen content is a crucial pillar in content marketing since it can provide a lot of value over time. 

Since evergreen content creates the cornerstone of most websites, you should devote a fair amount of time toward researching topics that are the most important to your clinic. Once this phase has been done, make sure that the finished content piece is thorough. Data has shown that articles with 1,500 words or more tend to outperform articles with lower word counts, so make a note to elaborate on any concepts where necessary.