Home Content Marketing Is it better to stay evergreen or jump on content marketing trends?

Is it better to stay evergreen or jump on content marketing trends?


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

July 21, 2021

5 min reading

Statements expressed by Entrepreneur contributors are their own.

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

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

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

The benefits of evergreen content

Let’s start by exploring some of the benefits of evergreen content:

  • Almost permanent relevance. Evergreen means “forever.” Or at least that’s what it’s about. When you create a piece of current content, it only remains relevant as long as this topic is relevant. Not many people read articles about the impending “Y2K” bug because it did not turn out to be significant (and it was 20 years ago). But writing a piece of content about improving your confidence will at least be relevant for decades. This endurance inherently makes the content more valuable because it can continue to direct traffic your way and increase your brand’s reputation.

Related: 4 Strategies to Help You Get More Qualified Leads

  • Minimal need for maintenance. Evergreen content also requires minimal maintenance. Depending on the niche in which you write, there may occasionally be new developments from new technologies, new best practices and new mindset management – but the core of your article can and will remain unchanged. With current content, you may be forced to make frequent updates in the days or even hours after publication.
  • Long-term topic planning. You will need to respond quickly to new trends and new developments if you want to be competitive in the current field. But with evergreen content, you can benefit from long-term topic planning. You can make big plans for what you want to write in the future, weeks or even months in advance, without having to jump through hangers or remain subject to the unstable news cycle.
  • Less research required. While this is not always the case, many forms of evergreen content require less research and less journalistic control. You have plenty of perennial sources to call and you do not have to rely on potentially unreliable sources to get information quickly.

The Benefits of Ttopical Content

That said, there are also some great benefits to writing current content.

  • Takes advantage of trends. If you’ve ever played with Google Trend, you know how fast a topic can explode in terms of relevance and popularity. Apparently overnight, a topic can go from barely being noticed to having millions of people engaged in it. This is a great opportunity to take advantage of interested traffic – but you can not do that with evergreen content.
  • A (potential) competitive advantage. If you can shock your competitor and publish your current content first, you can split an extreme competitive advantage. If you are both a faster and a more reliable source of news, readers will prefer your content over your competitor.
  • Commitment and discussion. Newsworthy articles and current discussions are much more likely to capture public attention and create conversations. If you are interested in getting your readers to talk to you (and to each other), current content may be the better choice.

Finding the balance

Both evergreen and current content have benefits, but which one will be better for your business? And how do you work to find that balance?

  • Who is your audience? Work first to understand your target audience. Who reads your content and what are their top priorities? Do they prefer to read news and stay relevant in modern times, or are they more detached from the latest trends?
  • What are trends in your industry? What are other brands in your industry writing about? If they are more focused on evergreen content, there is probably a reason for it. That said, you do not necessarily want to copy what your competitors are doing; to differentiate could allow you a competitive advantage.
  • What are your primary goals? What do you hope to achieve with your content marketing strategy? Do you want bumpy, long-term increases in traffic to your site? If so, evergreen content will serve you better. Do you want more instant action and more engagement with your readers? In that case, current content may be preferable.

Related: 4 Things Your Marketing Team Knows That Can Help You Close More Business

Ultimately, both evergreen and current content have a place in most content marketing strategies. However, there is no “perfect” recipe for how much to include of each. Do your own research and analysis to determine which balance works best for your organization.



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