Why Every Evergreen Membership Needs an Evergreen Blog Marketing Strategy

If you have an evergreen membership, the whole point is that your offer works around the clock.  People can discover it on a Monday or a Saturday, in January or July, and it still makes sense for them because your doors never really close.

With that though, there’s so many evergreen membership owners out there that are still trying to market with content that has an expiration date… even though their membership enrollment doesn’t. 

You and I both know that social media posts live fast and die young. An Instagram Reel might get traction for 48 hours (maybe 72 if you’re lucky), and then it’s gone! See ya, sayonara.

It gets buried under everyone else’s content and it’s not guaranteed to get picked up in social media search results. That’s a lotttt of energy for something that fizzles out so fast.

But blogging? That’s a whole different story! A strategic blog is evergreen content for an evergreen offer. It’s honestly like the two were made for each other and in this blog post I’m breaking down why!

Before we get into that though, I want to quickly introduce myself – I’m Natalie of Natty Writes and I’m a blog writer and strategist for creative business owners! It’s my mission to help business owners see that blogging still belongs in their business even in the era of shiny social platforms. 

You’re finding me here because Elle has become a go-to source for me to improve my own evergreen membership! 

There’s tons of people out there that will teach you how to run launches and special promotions, but Elle is a wealth of knowledge for those of us who aren’t fans of open cart/close cart launch models and I’m honored to be joining the conversation with you!

Keep reading to learn:

– Why blogs are uniquely suited for evergreen memberships
– 4 ways blogs support evergreen membership sales
– How to create an evergreen blog marketing strategy to promote your evergreen membership 

Why Blogs Are Uniquely Suited for Evergreen Memberships

The thing about evergreen memberships is that they’re built for the long game. They’re designed to stay open year-round, consistently attract new members, and generate recurring revenue over time – not just during a big launch window.

And what’s really cool is that blogs work the EXACT same way!

A blog post you publish today can be discovered six months from now by someone who just typed a question into Google. It can get shared in a Facebook group a year from now. It can keep introducing new people to your membership long after you’ve moved on to writing your next piece of content.

The evergreen membership business model and the blog content format are genuinely in sync – both are built for longevity!

4 Ways Blogs Support Evergreen Membership Sales

Now that it’s clear that one of the best marketing strategies for evergreen memberships is blogging, let’s dig into how blogs actually support your evergreen membership sales. 

A HUGE misconception about blogs for business is that they’re only meant to nurture your audience or provide education. And while it’s true that blogs are used for that, it’s also true that BLOGS ARE A SALES TOOL!

In fact, as a blog writer and strategist, I always tell people that you need 3 different types of blog content on your website:

1) Discovery content (aka SEO-driven content)
2) Nurture content (aka educational, trust-building content)
3) Conversion content (aka offer-aligned sales content)

For a deeper dive into each of these, you can CLICK HERE, but for the purpose of what you’re here for, I’m going to talk more about that conversion content. Because that type of blog content is what supports your evergreen membership sales. 

In just a moment, I’m going to show you exactly how to create it, but first it’s important to understand how conversion style blog content can help you sell more membership seats!

They Answer Questions Before Someone Joins

People rarely join a membership on a whim. Typically, they have questions swirling around in their head before they click that “join now” button. 

They’re thinking things like: Is this actually right for me? Will I even use it? How much time does this take? What makes this different from the other things I already pay for?

And those questions don’t just go away because you don’t address them. People are either going to find the answer somewhere or they’re going to quietly talk themselves out of joining.

Blogs give you the chance to answer those questions before the hesitation wins!

Instead of typing the same response into your DMs for the 47th time, you can write it once, publish it, and let it do the work for you on repeat.

For example, this could be blog topics like:

– What Actually Happens Inside [Membership Name]
– Who Is (and Isn’t) a Good Fit for [Membership Name]
– A Closer Look At Everything Included In [Membership Name]

They Showcase the Transformation

One of the trickiest parts of selling a membership is that people can’t always picture what life looks like on the other side of joining. Unlike a course where there’s a clear start and end, a membership is ongoing and that can feel a little abstract when someone’s on the outside looking in.

Blogs give you the space to paint that picture.

For example, you might write blogs about member spotlights, success stories, behind-the-scenes wins, what someone accomplished in their first 90 days inside, etc. 

Blog content like that helps your potential members stop wondering “will this work for me?” and start thinking “wait, that could BE me.”

And that shift is often what moves people from lurking to joining!

They Create Multiple Entry Points Into Your Offer

Most membership owners talk about their offer the same way every single time – same pitch, same angle, same talking points. Which makes sense! You know your membership inside and out. The only problem with this is that your future members don’t all have the same reason for joining.

One person might find you because they’re craving accountability. Another one might land on your page because they need feedback on their work. Someone else might just be desperate for consistency and a community that gets it. It’s the same membership, but 3 completely different entry points!

A blog lets you speak to all of them.

You can write one post about the accountability angle, one about the feedback piece, one about the community aspect, the list goes on. And each of those posts becomes its own little pathway that leads right back to your offer.

With this approach, you’re not changing what you sell, you’re simply meeting more people where they are.

They Nurture People Until They’re Ready

And lastly, this one might be my favorite and is probably the most underrated reason of all.

The thing about memberships is that most people don’t stumble across them and then join 5 minutes later. 

Unless they’re a veryyy fast buyer (which don’t get me wrong, they do exist!), most people need time. They want to get to know you and build trust with you. Which means they often need to encounter you multiple times before it clicks. 

They also typically want to learn more about the membership, understand what’s included, see how it helps people, and most of the time they want to see proof to really seal the deal. 

Blogs help create those touch points without you having to be everywhere, all the time. You get to nurture them, WHILE simultaneously selling to them. 

For example, someone might read one of your posts today and think “ohhh interesting, that might be something I need.” Then they might stumble across another post next month and learn something new that they didn’t realize the first time. Then a few weeks after that, they see a post showcasing a member and that really locks them in. 

THAT is an evergreen blog marketing strategy doing exactly what it’s supposed to do: warming people up in the background, so that by the time they’re ready to join, it feels like a no-brainer!

How to Create an Evergreen Blog Marketing Strategy to Promote Your Evergreen Membership

So, now that you know how blogs support your evergreen membership sales, let’s talk about how to actually create the type of blog content that moves people toward joining!

As mentioned earlier, this is what I call conversion style blog content. And I know the word “conversion” has the tendency to sound salesy and that can freak people out sometimes, but it’s not the gross type of conversion content. It’s not pushy and it’s definitely not a glorified sales page disguised as a blog post.

Conversion-style blog content is simply content that helps your reader connect the dots between their problem → your perspective → your solution.

Essentially, you’re meeting them where they are, giving them something genuinely useful, and naturally showing them how you can help with the thing they’re already struggling with.

Here’s exactly how to create it:

Start by looking at your evergreen membership and asking yourself:

– What problems does my membership solve?
– What questions do people often ask before joining?
– What do people need to understand before they’re ready to join?

Then (and this is the fun part!) you turn those answers into blog posts.

Yes… it really is that simple!

For example, let’s say your membership helps people stay consistent with showing up online. One question a potential member might be thinking is: “Will I actually follow through on this or will this be another thing I paid for and never used?”

That hesitation becomes your next blog post! Something like “Why You Keep Falling Off With Your Content (And What to Actually Do About It).”

This topic is a post that speaks directly to that fear, offers your take on why it happens, and ends by showing how your membership is the exact thing that helps them finally stay consistent.

See how that works? You’re not selling right off the bat. You’re truly guiding through a problem that they’re experiencing and the connection to your offer happens naturally at the end.

I do this exact thing in my own business! This blog post of mine breaks down 5 reasons why co-writing sessions work for business owners who struggle to make time for content creation. The topic itself is genuinely useful and addresses something that a lotttt of people struggle with. 

But at the end, it naturally points readers to The Writer’s Room (my done-with-you blog writing membership) where they get to experience those co-writing sessions firsthand, every single week.

The blog post gives value and earns trust, but the CTA at the end gives them somewhere to go with it.

Here’s some more examples of conversion-style blog content for different membership niches:

– Copywriting Membership – “Why Your Copy Isn’t Converting (And It’s Not Because You Need to Learn More About Copywriting)”

– Stock Photo Membership – “How To Brand Stock Photos For Your Business” (like Elle has published here for her Styled Stock Society membership!)

– SEO Membership – “Why Your Website Isn’t Showing Up on Google (And What to Do About It)”

– Legal Membership – “The Biggest Legal Mistake Online Business Owners Make (And How to Protect Yourself Before It’s Too Late)”

Each of those posts speaks to a problem a potential member is already living with and each one becomes a natural on-ramp to the membership as a solution. 

And remember, the best part is that since your membership is evergreen, this content NEVER stops working!

Every blog post you publish is another entry point, another touchpoint, and another reader who finds their way to your offer, whether you wrote it last week or last year. You create it once and it keeps doing its job long after you’ve moved on to writing the next one.

That my friend is the power of pairing evergreen blog content with an evergreen membership!

Evergreen Blog Topic Ideas for Evergreen Memberships

If you’re still not sure where to start for your evergreen blog marketing strategy to promote your evergreen membership, here’s a few general blog topic ideas that you can steal and make your own:

– FAQs about the membership – answer the questions people are already asking (or thinking but not saying) before they ever hit your sales page.
– Member success stories – let your members do the talking! Real results are more convincing than anything you could write yourself. (Here’s an example!)
– Behind-the-scenes of how the membership works – pull back the curtain and show people exactly what they’re stepping into.
– Common mistakes your membership helps solve – speak to the problem first and let the solution become obvious.
– Your philosophy or methodology – share the why behind how you do what you do because people don’t just buy the offer, they also buy into the person behind it.
– Misconceptions in your industry – bust the myths that are keeping your ideal members stuck or skeptical. (Here’s an example!)
– What happens after someone joins – walk them through the experience so joining feels familiar, not scary.
– Lessons learned from members – highlight the insights and wins that keep coming up inside your community.
– How to know if the membership is right for you – help people self-select! The right readers will see themselves immediately. (Here’s an example!)
– A day or week in the life of a member – make the membership feel tangible and real by showing what it actually looks like to be inside. (Here’s an example!)
– Why you created the membership in the first place – your origin story builds trust and helps people connect with your mission on a deeper level. (Here’s an example!)
– How the membership compares trying to do it alone – paint the picture of what life looks like with support versus without it.
– What members wish they’d known before joining – this one is gold for overcoming last-minute hesitation right before someone decides to join.

Additional Blog Writing Tips and Resources for Membership Owners

And there ya have it! My hope after reading this is that you can see how one of the best marketing strategies for evergreen memberships is evergreen blogging. 

The two are truly built for each other and there are so many content possibilities!

A huge thanks to Elle for having me as a guest on her blog and for creating such an incredible space to learn more about running and growing evergreen memberships. 

If you’re not already in her world, I highly recommend following along and checking out her content that speaks more specifically to email marketing for evergreen memberships.

And if you enjoyed this post and want to continue learning from me, here’s how you can stay connected:

– Binge the Natty Writes Blog – this is where my best blogging tips and resources go FIRST! 
– Subscribe to Notes From Natty – if you want *almost* weekly blogging insights straight to your inbox, this is the place to be 
– Follow along on Instagram – this is where I share more BTS content and show up for funsies 

And as a parting gift, here’s my free Beginner’s Guide to Blogging For Your Business that serves as a resource for almost everything you need to know about blogging in your business AND doubles as a workbook to help you put everything you learn into real action!