Why Does it Matter?
There is always something new going on in the world that any content creator/marketer can speak on. There is also always something "old" that can be revisited to discuss as a form of content.
The critical question is when it is appropriate to use trending or evergreen content.
Trending Content
Content that is currently being discussed at the moment and gaining traction is known as trending content. This could be moments that happened at an award show or a new food dish on TikTok that cause a surge in popularity.
Usually through earned media, trending content allows the opportunity for marketers to show their company in a new light. Whether it be humorous or more serious, the content still needs to be tied back into the company in some way.
Hubspot offers a Simple Guide to Navigating Trending Content. Here are some of the tips for posting trending content and where to find the latest news.
Reddit - Known to be the "front page of the internet," this network seems to always be the first of the first to know everything happening everywhere. There is content on every level from funny topics to more serious topics. Strange to known content, you are sure to find answers to whatever you ask for (or not ask for).
Google Trends - Just like Reddit, this is a great tool to use to find trending content that offers analytics. How long something has been trending and if the subject is continuing to rise.
Calendar of Upcoming Events - This is more tip worthy by having a collection of potential topics to post content. Having important social events (Grammys, Olympics, holidays, etc.) that are to happen within the month to monitor what news could be translated into the content.
Check out Matraca Beesley's blog post on Creating a Successful Social Media Strategy for more details on content calendars.
Evergreen Content
Semrush states "if you are not using evergreen content to deliver ongoing growth, there is a good chance that you are missing out on valuable search traffic" and the "backbone of a successful strategy."
Evergreen content is created to be updated when necessary that has sustainable interest no matter how long time has passed. These are topics that will stay constant in the media.
Listed below are some types of evergreen content Semrush deems to be the most popular formats.
Top Tips
Product Reviews
FAQs
How-To Guides
Checklists
Tools and Calculators
How to Decide?
Between the two, which is more important/engaging? Simple answer, both! Both evergreen and trending content is important to be incorporated into all content marketing strategies.
The main idea is to make sure one doesn't overpower the other. This blend of having the two types of content allows for any company to remain updated with trending topics and consistent with evergreen content.
Resources:
Varagouli, E. (2020, September 18). What is evergreen content: How to create content that lasts. Semrush.
Yates, S. (2021, December 2). 5 ideas for creating killer evergreen content. Hubspot.
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