When it comes to creating content for your blog or social channels, deciding what you want to write about and promote is always a tough decision. Do you want to create stories that will stick around and keep people coming back or would you prefer to work on posts that focus more on the present trends? Finding the balance between evergreen and seasonally relevant content can set the tone of your feed.
Seasonally relevant content
When it comes to growing your brand and building a following, seasonally relevant content is definitely important. Staying on top of the trends and seasonal events can be a great way to generate some buzz, especially on a platform like Instagram. Using content like this helps you to stay topically relevant, although the traffic from this decreases over time as trends and seasons change.
When you focus on these types of posts you have to work harder to stay continually relevant. You will have to be pushing out content that will have an impact but it can be a great way to create really positive and high, short-term boosts. These posts are perfect when you work in a niche that is constantly changing, like fashion and beauty.
A focus on evergreen content
Evergreen content, as the name implies, lasts forever. These types of posts will always be relevant and are key to keeping your audience coming back for more and for helping new readers to find you. When used correctly, these posts can help you to rank high in search results and will allow you to be continuously found regardless of the season or popular trends. They may require a bit more time and effort to produce but ensures that your feed will always remain relevant. These posts can also be updated which helps the content to remain fresh.
Another benefit of evergreen content? You can repurpose and reshare it over and over again in different ways. Try using this in different social posts and formats to continue to create engagement.
When you’re looking to create evergreen content, try to create stories that will be engaging, contain important information, and are based on topics that will be consistently searched for. There are many different types of stories you can create that can fit into this; posts that include how-to’s and lists that will help readers are always great to start with.
Finding the balance
When it comes down to it, both seasonally relevant and evergreen content are important to generate traffic and to continue to keep new readers and followers coming to your channels and blogs. Including both in your content calendar will allow you to generate short term buzz and long term results; seasonally relevant content is great for more consistent posting and bringing followers back while evergreen content will allow you to build up pillars that will give you better SEO results and reach out to new readers. It ultimately comes down to what you want to accomplish and the niche that you find yourself in. You can and should experiment with both to find out what works best for you and gives you the results that you want.
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Featured image by: Matthew Henry