What is the first thing you think of when you hear evergreen content? If you’re anything like me, you think of a Christmas Tree. Maybe I was having an off day but I remember thinking, “Huh? Evergreen? Isn’t that a tree?” I’m a big enough person to admit when I sound silly.
What is Evergreen Content?
Even though we’re not technically talking about trees, the same concept applies. Evergreen trees stay green all year long. It doesn’t matter how much time has passed or what Mother Nature throws at them, they’re green.
Evergreen content is the same thing. It is content that stands the test of time. It will always be relevant. Breaking news won’t change evergreen content’s impact on the world.
Ideas for evergreen content: how-to guides, checklists, tips, tutorials, lists, frequently asked questions, glossaries, historical facts, and technical processes. There are literally hundreds more examples but you need evergreen content as it helps with organic traffic. It also helps manage some of the labor hours spent developing content.
What is Timely Content?
As you would expect, it’s the exact opposite of evergreen content. It can change on a daily basis. This can suck down some labor hours though as this type of content has to be constantly updated. Having timely content sets you apart as an expert in your field. If you know what’s going on (i.e., what’s trending), you can jump to the front of the pack as far as customer trust and loyalty are concerned.
Ideas for timely content: news, finance/stocks, sports results, seasonal content…think of anything in a news broadcast that changes constantly. That’s timely content.
Content Can Be Both Evergreen and Timely
I just threw a monkey wrench into the whole thing, didn’t I? This is where a creative content marketer (i.e., ME) comes in handy. It’s all about wording. Let’s take the idea of going to the beach during the summer.
Evergreen content could talk about things to bring to the beach or the amount of SPF a person needs based on their skin tone.
Timely content would discuss any local beach clean-up activities or if there are any type of nesting birds near the beach that are on the endangered species list.
Rule of Thumb
Look over the content that you currently have on your website and social media platforms. Is it about 80% evergreen and 20% timely? If not, there’s some work to be done. They’re not meant to compete with each other, they’re meant to complete each other.