Good content is essential in building a loyal customer base and connecting with your target audience. However, the truth is that the digital marketing landscape has become increasing competitive. Audiences have become more diverse and readers’ attention span has swiftly dwindled. So what can you do to propel your business to the frontline and blaze through the clutter? One way is by creating unique content that appeals to different types of people. Broadly speaking, there are two types of content: Evergreen and topical.
Let’s review what each type of content means:
What is Evergreen Content?
In simple terms, evergreen content is content that remains useful for several years. It’s relevant years after being published. Most marketers focus on evergreen content marketing because it garners significant traffic in the long-run. For example, a blog that describes how to setup a home theatre will be useful now and two years later. By then, the post would have had several social media shares, been read numerous times by readers and been continuously marketed in the span of two years.
What is Topical Content?
In contrast, topical content focuses on news items and the latest industry developments. This type of content won’t be useful for long and it only brings a temporary surge in traffic. The content is only beneficial for a short time period. For example, articles and blogs about the SARS virus were highly popular during the outbreak. Now, no one is reading about it.
Topical content marketing aims at making content go viral since it’s helpful only for a limited time period.
When Should You Create Topical Content?
Although most marketers and writers skew towards creating evergreen content since it, as the name suggests, is evergreen, topical content is also important. For starters, if you want new readers or target audience members to check out your product, service or website, then news items are the way to go. People searching for the specific topic or news item that you’ve written about are more likely to browse through your website or see your products than an existing customer. These are people who wouldn’t normally read your blog or go through your website.
In fact, a Nielsen total audience report claims that people are consuming news now more than ever. Adults spent over 72.5 billion minutes digesting news in an average week in 2016. Furthermore, Hubspot states that 51% of smartphone users discovered a new company or product while searching the Internet. This means that topical content marketing has some serious potential to attract new customers to your business. This strategy is particularly beneficial for a new business.
Besides attracting new customers, topical content can significantly improve a temporary slack in traffic.
When Should You Create Evergreen Content?
Evergreen content should be generated throughout the year since it boosts your long-term marketing strategy and is highly sought-after by readers. Moreover, evergreen content marketing ensures that your website gets an increase in organic traffic with time. Such type of content can be continuously marketed on social media and other websites in any season or year. Additionally, a very informative article can gather backlinks and be shared a number of times on social media.
Every business, be it small, medium or large, must create evergreen content. In fact, it should be the foundation of all content on your website or blog. Most businesses only focus on developing evergreen content with little or no regards to publishing topical content.
The Perfect Blend of Evergreen and Topical Content
However, as stated earlier, good content incorporates both evergreen and topical content in order to cater to a diverse audience. Topical content can be used to boost traffic in the short-term and attract new customers. On the other hand, evergreen content is essential in keeping your loyal customers engaged.
Achieving the perfect blend of evergreen and topical content can be done in two ways. Firstly, you can link your evergreen content to current events. For example, an article on how to setup a home theatre can be linked to a news article about the latest fad in home theatre décor. An article on tips to find the best pet groomer can be linked to the latest grooming trends for dogs and cats. This will ensure that your evergreen content acquires more traffic in the long-run.
Secondly, you can keep a healthy ratio of evergreen content to topical content on your website. However, the exact ratio depends on your business goals. Typically, most businesses tend to produce one topical content article for every four evergreen blog posts.
To summarize, it’s essential to take advantage of both types of content to cut through the clutter and attract potential customers to your business. A perfect blend of evergreen and topical content can be achieved by examining your business goals. To create compelling content, take advantage of our team of expert writers at Iris Content. Contact us now and let’s create awesome evergreen and topical content for your business!
A more updated version of this article is included in the first issue of our monthly gazette, The Write Agenda. You can read more of the latest trends and tactics in content marketing by ordering your free copy today. Contact us to request it via ourcontact page or you can receive it together with our latest content tips eBook when you order your professional content from us.
Chief Content Officer
Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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