Evergreen vs. Trending Content: Which Should You Focus On?
Creating the right content mix is essential for a successful marketing strategy. Marketers often debate whether to prioritize evergreen content or trending content, but the best approach depends on your goals, audience, and industry.
Understanding Evergreen and Trending Content
Evergreen content remains relevant over time, continuously attracting traffic without needing frequent updates. Examples include “how-to” guides, industry best practices, and frequently asked questions. This type of content builds long-term authority and provides ongoing value.
In contrast, trending content focuses on current topics, news, or viral trends. These pieces generate short-term spikes in traffic and engagement but often lose relevance quickly. Businesses use trending topics to boost visibility, capitalize on social media conversations, and establish thought leadership in fast-moving industries.
The Benefits of Trending Content
- Boosts Short-Term Engagement – Timely content captures audience interest when a topic is at its peak.
- Enhances Social Media Performance – Trending topics encourage shares, comments, and discussions.
- Positions Your Brand as Relevant – Covering industry news keeps you competitive and up-to-date.
While trending can drive immediate traffic, it requires ongoing effort to maintain visibility.
The Power of Evergreen Content
- Provides Consistent Traffic – Well-crafted evergreen articles continue attracting visitors over time.
- Improves SEO Rankings – Google favors content that remains useful and authoritative.
- Reduces Content Creation Effort – You can update evergreen posts rather than constantly producing new content.
Evergreen content is a long-term asset, but it may not generate immediate buzz like trending does.
Finding the Right Balance
A strong content strategy includes both types. Use trending content for quick engagement and brand awareness, while evergreen builds sustained authority. Repurpose high-performing trending topics into evergreen resources by updating them with fresh insights.
By balancing evergreen and trending, you can maximize your reach, strengthen your SEO, and maintain audience interest over time.