There are two different types of blog content: evergreen and timely.
Evergreen content
Evergreen content is content you can use and reuse time and again. It’s content that’s always fresh. Evergreen topics that do well are blog post that are aimed at beginners and/or are narrow in scope. They tend to be informative, like how-tos, tips and tutorials.
Examples of evergreen content:
- How to make a pineapple upside-down cake with only 5 ingredients
- Determining the best soil for growing roses
- Three indications your partner is ready to get married
- The best wines to pair with a vegan meal
Think of evergreen content as a suit that never goes out of style. Trends change, but evergreen content should remain relevant. The best evergreen content is engaging, useful, and can be re-purposed in multiple ways. Re-sharing older blog posts that still have relevant information extends their lifespan.
Timely content
Timely content is news that’s happening now. It’s content that is up-to-date and revolves around current events. Timely topics that do well are annual predictions, insights on industry trends, and upcoming or recent events like awards, weather disasters, new laws or new products launches.
Examples of timely content:
- Help us donate water to Michigan schools in need
- Best and worst dressed at the Oscars
- What SB1070 will mean for your business
- Ten people you should be following on Snapchat right now
Timely content shows readers that you’re staying current. Timely information creates a sense of urgency and is often shared quicker on social media than evergreen content. Leveraging current events is also an easy way to connect with your audience and gain new fans.
The reason you need both types of content is to reach the widest possible audience. Of course, there are always going to be exceptions. That is why it’s important to test different types of content with your audience.
What type of content works best
I recommend a mix of 50/50 when starting out. Use an editorial calendar to plan what topics you’re going to write about and when. Compile a detail analytics report every 3 to 6 months to see what your audience is telling you. Find out what posts are getting the most traffic, are being shared the most and which post people are spending the longest time reading. Then adjust accordingly.
Need assistance developing an editorial calendar or understanding analytics? Collins Digital Media offers individual assitance and coaching on a one-on-one basis. Make an appointment today and reach your goals faster.
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