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Creating Evergreen vs. Trending Content

Written by Kushal Raja

Content is the backbone of any digital marketing strategy, but not all content is created equal. Understanding the difference between evergreen content and trending content is crucial to crafting a balanced content marketing strategy that delivers both long-term value and timely engagement.

In this blog, we’ll dive into what evergreen and trending content are, their unique advantages, and how to effectively use both to drive results.

What Is Evergreen Content?

Evergreen content refers to material that remains relevant and valuable over time. Much like evergreen trees that retain their foliage year-round, this type of content provides consistent value regardless of trends or seasons.

Characteristics of Evergreen Content:

  • Timeless: Addresses topics that don’t go out of style (e.g., “How to Improve Your SEO”).
  • Informative: Provides in-depth knowledge or practical tips.
  • Constant Demand: Readers will continue to search for and engage with it over time.

Examples of Evergreen Content:

  • Tutorials and How-To Guides
  • Frequently Asked Questions (FAQs)
  • Ultimate Resource Lists (e.g., “The Best Tools for Digital Marketing”)
  • Case Studies and Success Stories
  • Glossaries or Definitions

The Benefits of Evergreen Content

  1. Long-Term Value: Evergreen content generates consistent traffic over time, making it a valuable asset for your website.
  2. SEO-Friendly: Search engines favour high-quality, timeless content that answers user queries effectively.
  3. Cost-Efficient: Once created, evergreen content requires minimal updates and continues to deliver results.

💡 Example:

      A blog titled “10 Proven Tips for Writing Better Emails” could remain relevant for years with occasional updates.

What Is Trending Content?

Trending content focuses on current events, popular topics, or viral trends. This type of content is designed to capture attention in the short term by leveraging what’s “hot” at the moment.

Characteristics of Trending Content:

  • Timely: Relevant to a specific event or cultural moment.
  • High Engagement: Often drives immediate traffic and social shares.
  • Short Lifespan: Loses relevance once the trend fades.

Examples of Trending Content:

  • Newsjacking (e.g., reacting to a viral topic in your industry)
  • Seasonal Campaigns (e.g., Black Friday deals)
  • Posts Related to Viral Memes or Challenges
  • Industry Updates (e.g., “New Google Algorithm Changes”)
  • Event-Specific Content (e.g., coverage of the latest tech conference)

The Benefits of Trending Content

  1. Increased Engagement: Trending content capitalizes on what’s popular, leading to higher engagement rates.
  2. Brand Visibility: By participating in current conversations, you can attract new audiences and increase brand awareness.
  3. Agility: Shows your audience that your brand is active, relevant, and up-to-date with the latest developments.

💡 Example:

      A social media post reacting to a viral meme can quickly gain attention and spark conversations.

When to Use Evergreen vs. Trending Content

An effective content strategy strikes a balance between evergreen and trending content. Here’s how to decide when to use each type:

Use Evergreen Content When:

  • You want to build a library of resources that consistently drive traffic.
  • Your goal is to educate or provide lasting value to your audience.
  • You’re focusing on SEO to increase organic reach.

Tips for Creating Evergreen Content

  1. Focus on Core Topics: Identify subjects in your niche that are always relevant.
  2. Update Regularly: Ensure evergreen content stays accurate and up-to-date.
  3. Optimize for SEO: Use keywords and structure your content to rank higher in search results.
  4. Use Clear, Timeless Language: Avoid references or phrases that could become outdated.

Use Trending Content When:

  • You want to boost short-term engagement on social media.
  • You’re launching a campaign tied to a specific event or trend.
  • Your goal is to show thought leadership by commenting on industry news.

Tips for Creating Trending Content

  1. Stay Informed: Use tools like Google Trends, Twitter’s Explore tab, or BuzzSumo to track what’s popular.
  2. Be Quick: Timing is crucial; create and publish trending content while the topic is still hot.
  3. Tie It to Your Brand: Ensure the trend aligns with your audience and messaging.
  4. Engage Actively: Encourage discussions and shareability to maximize reach.
Combining Evergreen and Trending Content

A robust content marketing strategy leverages both types of content. Here’s how you can blend the two for maximum impact:

  1. Trending Content as a Hook: Use trending content to attract immediate attention, then guide readers to your evergreen resources for deeper engagement.
  2. Evergreen Content with a Timely Spin: Update an evergreen blog with a trending statistic or news angle to make it relevant.
  3. Seasonal Evergreen Content: Create timeless content that can be republished annually (e.g., “The Ultimate Holiday Marketing Checklist”).
Conclusion

Both evergreen and trending content play vital roles in a successful content marketing strategy. While evergreen content ensures long-term value and consistency, trending content helps you stay relevant and engage your audience in the moment.

By understanding their unique benefits and strategically combining the two, you can create a well-rounded content portfolio that drives traffic, builds authority, and keeps your audience engaged.

Start planning your content mix today, and watch your marketing efforts flourish!

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