Two Types of Content
Trending content captures the moment. A viral topic, recent news, a passing trend. It attracts a lot of traffic very quickly, but that traffic disappears just as fast.
Two Types of Content
Trending content captures the moment. A viral topic, recent news, a passing trend. It attracts a lot of traffic very quickly, but that traffic disappears just as fast.
Evergreen content remains relevant. A fundamental guide, an explanation of basic concepts, answers to questions people always have. It attracts steady traffic for years.
Both have value. The question is how much of each you need.
The Advantages of Evergreen Content
It accumulates value over time. An article that ranks and attracts 100 monthly visits adds up to 1,200 visits per year, 12,000 in ten years. With no additional effort.
It builds sustainable authority. Being the go-to reference for a fundamental topic is more valuable than being the one who talked about something once.
It requires minimal maintenance. Occasionally updating an evergreen article is much less work than constantly creating new content.
The Advantages of Trending Content
It captures immediate attention. When something is news, interest is at its peak. Being there at that moment has value.
It demonstrates currency. A website that only has content from years ago can seem abandoned. Recent content shows activity.
Link opportunities. Journalists and other creators look for sources on current topics. Being there can generate valuable links.
The Problem with Pure Trending
If you only create trending content, you're on a hamster wheel. Every month you need new content because last month's no longer generates traffic.
This is exhausting and unsustainable. Plus, competition for trending topics is fierce because everyone wants that traffic.
The Problem with Pure Evergreen
If you only create evergreen content, your website can seem static. You also miss timely opportunities to capture attention.
Evergreen topics tend to be more competitive in the long run because everyone wants that sustained traffic.
The Practical Balance
For most businesses, evergreen should be the foundation. Dedicate 70-80% of your content efforts to topics that will remain relevant.
Trending works as a strategic complement. When there's a real opportunity that's relevant to your audience, you seize it. Don't chase every trend just because it's trending.
How to Identify Evergreen Opportunities
Questions your audience always has. The ones you answer over and over in conversations with clients.
Fundamental concepts in your field. The ones every beginner needs to understand.
Recurring problems. The ones that don't disappear just because technology changes or time passes.
There is no perfect universal ratio. It depends on your industry, your audience, your resources.
What does exist is the mistake of not thinking about this strategically. Creating content without considering its useful life is wasting effort.
Invest where the return accumulates. Well-made evergreen content is an investment that pays dividends for years.