Because while content might be evergreen in theory, it can still easily get stale and start performing more poorly than it used to. Think of the evergreen plants that give the content its name: just because they’re always green doesn’t mean they can’t die or don’t need any nourishment. Content maintenance is that nourishment for your marketing. You’ll want to make sure your evergreen and high performing content stays fresh, optimized, and aligned with your current business goals. This way, you can continue distributing and repurposing your best content and maintain (or even improve) your search rankings over time. No matter how long ago any particular piece was published.