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?
Let’s start by examining some of the advantages of evergreen content:
That said, there are some major advantages to writing topical content as well.
Both evergreen and topical content have advantages, but which one is going to be better for your business? And how should you work to find that balance?
Ultimately, both evergreen and topical content have a place in most content marketing strategies. However, there isn’t a “perfect” recipe for how much to include of each. Do your own research and analysis to determine which balance will work best for your organization.
Originally appeared in Entrepreneur