When it comes down to writing content, you have two basic options: you can write content that will last forever (Evergreen Content), or you can write content that is popular right now. The best content development strategy for your website is one that suits your business model.
#1 Content Development Strategy: Evergreen Content
Evergreen content is the name given to content that can last for an extended period of time. This content usually contains information that will not change over time, and it usually doesn’t include information that will date itself.
An evergreen content marketing strategy will make your posts always relevant to your readers no matter what or when. Even if your readers read it today or a year from now, an evergreen content strategy plan will ensure that readers can still take something away from it. Most evergreen content can be found in the form of “how to” guides, FAQs, and issues or ideas in the industry that won’t change.
An example of an evergreen digital content strategy is an article titled “What is social media?”. This would be considered evergreen content because while the different platforms of social media may change, the general definition will not.
What’s nice about evergreen content is its sustainability. You can post evergreen content to your blog and know that it will last over the years. You can also repost the content every now and then and it will still interest your readers, which allows you to continue repurposing the same content from time to time – when necessary.
#2 Content Development Strategy: Trending Content
Trending content is a great content development strategy for news-related websites. It is also commonly used to create a content marketing strategy that is centered around viral posts. Trending means content that is currently trending not one that was trendy weeks or months ago. This type of content may be extremely valuable and popular at the moment, but it will eventually fade away as trending topics change.
For example, you know that the “What is social media?” post would be considered evergreen content, so an article titled “Today’s most popular social media sites” would be considered trending. Although social media communities will last, it’s likely the popular sites will change on a regular basis, making this content less valuable to readers as time progresses.
What’s nice about trending content is that it’s likely to reach a very large audience right away and be passed through social channels in a viral way. If you want to make a quick impact on your industry or audience, trending content is the way to do it.
So how do I decide between evergreen content and trending content?
There’s no rule that says one type of content is better than the other. Instead, try to use a healthy mix of both in order to make your writing more effective. For example, if you’re writing for a blog, having a mix of evergreen and trending content on your site will be beneficial.
The evergreen content provides longevity for your blog, as readers can continue coming back to your site and find valuable information. Plus, if you ever run out of time to post a blog, you can always repurpose the old evergreen content to stay with your schedule.
Trending content provides real results for your blog immediately. You can reach a larger audience in a faster way by writing about trending topics, and this can help your blog become noticed right away. Implement both content strategies and your content will be more successful.