How to Write Blog Posts That Stand the Test of Time, Inspired by a Rainy Morning at The Bund

Good morning! Today, after dropping off my sons at school, I headed to The Bund for my classic coffee and croissant breakfast. It’s pouring rain here in Shanghai, and it felt extra good to step into a warm little coffee shop, dry off, and wrap my cold fingers around a cappuccino while hammering away on the keyboard.

Earlier this week, I received a message from a reader asking why I keep writing blog posts by hand when I could just use AI to generate them. And honestly, it’s a fair question. But the answer is simple, I love writing. It makes me happy. It clears my mind. And even though AI tools are improving fast, I still enjoy making these posts my own.

Sure, AI could probably make them more polished or professional, but I think something would be missing, something human. These small stories, the randomness of my coffee choices, the smell of wet pavement outside the café, and my thoughts as I type, they are all part of the post. That’s what I want to keep. What do you think about AI in writing? Helpful tool or personality thief?

But now I’m getting off track, let’s jump into what I actually came here to write about today, how to write blog posts that stand the test of time.

The Bund and the Power of Legacy Content

As I sit here by the window, the rain dripping off the glass and the skyline across the Huangpu River rising through the mist, I am reminded of legacy. Of things built to last. Just like the skyscrapers across the water, some blog posts are designed to stay strong for years. Not just quick hits of content for today’s traffic, but pieces that keep showing up in search results, month after month.

We call these evergreen blog posts. And if you’re trying to build a blog that earns traffic over time, this is the type of content you want to prioritize.

What Makes a Blog Post Evergreen?

Evergreen blog posts are ones that stay useful and relevant long after the publish date. They answer timeless questions, solve ongoing problems, or provide long-term value.

Some good examples include,

• “How to Start a Blog in 2025”

• “Best Ways to Build an Email List”

• “SEO Tips for Beginners”

• “How to Stay Productive Working From Home”

Notice anything? They’re not tied to a moment. They don’t depend on the latest trend or news cycle. They’re rooted in fundamentals.

Choosing the Right Topics

When I want to write a post that will last, I ask myself,

• Will someone search for this a year from now?

• Is this something people always want help with?

• Can I add my unique voice or approach to a common question?

  
  

It’s fine to write timely or seasonal posts now and then, but if you want steady traffic, you need content that doesn't expire.

Structure Matters

Evergreen posts also benefit from clear structure. Use headings, bullet points, and short paragraphs to make them easy to skim. Add relevant internal links to other useful content on your blog.

If possible, include visuals like step-by-step screenshots, infographics, or downloadable templates. And always end with a strong call to action.

Keep Them Updated

Even evergreen content needs a little maintenance. Once every 6 to 12 months, go back and check:

• Are the tools or platforms mentioned still working?

• Can you add new insights or examples?

• Is the SEO up to date?

Google loves fresh content. A quick update can give old posts a whole new life.

Final Thoughts from the Rainy Window

There’s something calming about sitting here watching the river and the steady rhythm of people walking by under umbrellas. And there’s something powerful about writing with the intention of lasting.

Not every post has to be a hit, and not every post needs to trend. But some of your best work will be the kind that quietly delivers value, again and again, like the skyline that stays the same while the weather changes.

Write blog posts that matter. Posts that solve real problems. Posts that are worth bookmarking. That’s how you create legacy content. That’s how you write something that stands the test of time.