How do you balance creating evergreen content with producing timely, trend-based content to ensure a steady stream of traffic and engagement?

Balancing evergreen content with timely, trend-based content is like managing a diverse investment portfolio. In my approach, I think of evergreen content as the backbone of any content strategy. It’s like the slow and steady investments that pay off over time.

This type of content remains relevant and continues to attract an audience years after its publication. It’s educational, informative, and generally focused on topics that don’t change much with time, such as "How to Write a Business Plan" or "The Basics of Personal Finance."

However, to keep the content fresh and dynamic, I also integrate trend-based content that capitalizes on current events, seasonal topics, or emerging trends. This kind of content can be likened to high-risk, high-reward stocks. It’s great for getting a quick boost in traffic and engaging with audiences when they are most interested in a particular topic. For instance, articles about the latest Google algorithm update or trending social media challenges fit this category.

To ensure a steady stream of traffic and maintain engagement, I believe in maintaining a healthy ratio of both types of content. For example, while I might aim to produce 70% evergreen content to ensure long-term stability, I’d dedicate about 30% to trend-based articles to tap into current discussions and interests.

This strategy not only helps in attracting a diverse audience but also in retaining them, as there’s always something new and interesting on offer, alongside reliable, timeless content.

In summary, I view managing evergreen and trend-based content as an ongoing balancing act where stability meets spontaneity, much like blending long-term growth with potential short-term gains in a well-rounded portfolio.

...Since the question is how to balance evergreen vs trendy, I won't be going over the basics and definitions.

Instead, I will list a set of practical tips on finding place for both evergreen and trend-based content pieces. These tips are based on our experience developing content strategies for hundreds of striving websites.

Plan for both types

When working on your content plan, center it around evergreen content that covers the needs of your target market. E.g. produce two major blog posts each week - and plan those out months ahead (or get a professionally researched content plan from us).

At the same time, leave slots and resources for trend-based content. Have someone monitor Google Alerts, social media, and industry group chats looking for topics that start to trend. Dedicate a certain amount of hours to that, and make it a rule to create one trend-based post per week.

Now, you won't get anything newsworthy some weeks, and that's OK - have that writer dedicate their remaining hours to your pillar, evergreen content.

With this 66/33% ratio you will have a chance to track trends and news in your niche, at the same time producing your foundational evergreen content that will account to the "meat" of your organic traffic.

What matters is you have a system and stick to it.

Keep your content scalable

Make sure your foundational evergreen content can be easily updated.

Don't use numbers in the URLs (list length, year number, etc.) - keep your blog post URLs short and relevant throughout years.

Actually update your posts

In order to keep your content evergreen, you need to actually revise and update it frequently.

One of the most convenient ways to go about it is to run a Google Search Console audit of all the content you publish once in several months (we offer that service, please message me to see if you qualify).

The idea behind GSC audits is that your indexed content start getting a lot of unexpected impressions deep on Google, and audits help spot these opportunities.

Very often older posts start picking impressions for newer trending topics - and an audit helps identify them and add to your content strategy.

Use internal links properly

Internal links matter for your search visibility - and you can "direct" your linking power to the content you need to push.

Ideally you want to be linking FROM your trending, news-based posts TO your evergreen pillar posts. Trend-based traffic is short-lived, while it's the evergreen stuff that moves the needle in terms of sales.

Stay consistent

Like I wrote above, you need to develop a system and stick to it consistently.

Thing about trend-based content is that it may get organic traffic fast, and some posts may even explode and go viral (if you hijack a trend fast enough).

Evergreen content, on the other hand, takes time to accumulate traffic, especially considering it's usually centered around higher-competition keywords. However, with proper interlinking, link building, and authority growth of your domain you will get there in a more sustainable way.

If you need help developing your content strategy, get in touch with WebCopyLand!

Content is (still) king. It's essential for B2B or B2C brands to activate a well-rounded content strategy. The balance you highlight can make all of the difference maker in your traffic and marketing results. 

Evergreen content should be your priority.

I've seen this type of content send traffic and generate leads for years after it was first published. It's the foundation of online visibility for many successful brands.

Think about comprehensive guides, case studies and essential industry insights. These pieces can be created and used as opt-ins gated or freebies to increase traffic and engagement. Take snippets and share on social, or put a hot-take over an image with a link back to your website or landing page.

So why lead with evergreen content? 

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Because you can periodically revisit your evergreen materials. Connect to the latest trends by updating the statistics. Include your unique insight and keep the content engaging, relevant and valuable for your target audience. Repurpose it into short form and share on multiple channels.

But wait, there's more.. 

Trend-Responsive Content: Be nimble in your content creation. Can you newsjack a story or trending topic? Take advantage of current events by setting up Google Alerts, check Google Trends and go on sites like X, Telegram or Reddit to see what is bubbling to the top. Turn into content by adding value with your point of view or resources. 

Seasonal Content: This is a golden type of content the sits between evergreen and trend-based categories. What holidays or annual events are coming up in the next 6-months that you can leverage? You can ride the wave of attention these happenings attract and direct traffic to your website, social feeds or lead magnets. 

Content Planning: You need to keep a structured content calendar and publishing schedule. Be sure to include a mix of evergreen, trend-responsive and holiday-themed content. This will allow you to stay ahead of the curve. For example, you might plan to release evergreen articles weekly and publish trend-driven pieces as they happen.

The bottom line is strategically combine these elements within your content framework. Follow-through with a tactical plan to maximize engagement and relevance over time. 

Enjoy the journey on this and let me know if you have additional questions.

Creating your content strategy is like building a foundation. You should start with evergreen content, it covers key topics that will remain relevant over time. It includes your pillar posts, extensive- 'how-tos', ultimate guides, and timeless advice that people always search for.

Next comes the trend-based content. It helps you make the most of current trends, boost engagement, and create content that's more relevant in the moment.

When you balance both, you get long-term results. This approach allows you to keep your ensures a constant stream of traffic while attracting more engagement.

Based on your blog goals, start by planning pillar posts for your key topic. Then, break it down to create short, digest-able posts to create trend-based content. A great way to find ideas for these blog posts is to look for the questions people are asking on search engines.