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Is It Better to Stay Evergreen or Jump on Trends in Content Marketing?

Entrepeneur 21 Jul 2021 01:00
5 min read
Opinions expressed by Entrepreneur contributors are their own.

One of the most common pieces of advice in content marketing is to write as much “evergreen” content as possible. Evergreen content, as the name suggests, has the potential to remain relevant indefinitely. Just as evergreen trees remain lush even in winter, evergreen content remains relevant even as seasonal trends come and go — and even as the news cycle rises and fades.

However, trend- and news-based content can also perform well, especially if you nail the timing.

So is it better to favor one over the other? Or should you attempt to mix the two?

The advantages of evergreen content

Let’s start by examining some of the advantages of evergreen content:

  • Near-permanent relevance. Evergreen means “forever.” Or at least, that’s what it implies. When you create a piece of topical content, it’s only going to stay relevant for as long as that topic is relevant. Not many people are reading articles about the impending “Y2K” bug because it didn’t turn out to be anything significant (and it was 20 years ago). But writing a piece of content about improving your confidence will remain relevant for decades, at least. This staying power inherently makes the content more valuable, because it can keep referring traffic your way and boosting your brand’s reputation.

The advantages of Ttopical content

Finding the balance

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