Understanding topical content vs evergreen content

When it comes to content creation, there are two primary types that often lead the conversation: topical content and its counterpart, evergreen content.  

Both have unique advantages and serve different purposes, making them essential components of a strong content strategy.  

So, what is the difference between topical and evergreen content? What are the benefits of each and how can you effectively incorporate both into your content marketing plan?  

What is topical content? 

Focusing on current events, topical content is timely, relevant material that focuses on trends or specific moments in time. It’s the type of content that captures the audience’s immediate interest due to its relevance to current happenings. 

Examples of topical content could be: 

• News articles 

• Trend analysis 

• Event coverage 

• Holiday-themed posts 

• Latest industry developments 

• Social media trends 

Benefits of topical content

1. Immediate engagement: Topical content can attract a lot of attention quickly as it aligns with what people are currently interested in, searching for and talking about. 

2. Boosts traffic and visibility: Sharing timely content can lead to spikes in website traffic and can increase social media engagement. 

What is evergreen content? 

In comparison to topical content, evergreen content, remains relevant and valuable over time. It doesn’t rely on current trends or events and can continue to attract readers long after it’s published. Evergreen content is likely to appeal and be useful to different people at different times, so it is useful to have published on your website or pinned to the top of your social media profiles.  

Examples of evergreen content: 

• How-to guides 

• FAQs 

• Tutorials 

Benefits of evergreen content: 

1. Long-term traffic: Evergreen content continues to bring in traffic over time, providing a steady stream of visitors. 

2. SEO benefits: Evergreen content is great for improving organic search performance, as it retains relevance.  

3. Sustainable value: Evergreen content requires less frequent updates, making it a sustainable investment in your content strategy. 

Balancing topical and evergreen content 

A successful content strategy should incorporate a mix of both topical and evergreen content.  

While a totally topical approach can produce quick-win results, it won't provide sustained success.  

Evergreen efforts, meanwhile, offer steady progress but aren't enough to jump-start customer interest or capitalise on market trends. Here’s how you can balance the two: 

1. Create a robust content calendar: Plan a content calendar that includes a blend of both topical and evergreen content. Schedule topical content around key dates and events while ensuring a steady flow of evergreen posts. 

2. Repurpose content: Generate evergreen content pieces from topical articles. For example, after creating content for a time-sensitive current event, create a guide or a comprehensive analysis that will remain relevant long-term. 

3. Audience analysis: Understand your audience’s needs and preferences. Use analytics to determine what type of content resonates most and adjust your strategy accordingly.

4. Stay updated: Regularly update your evergreen content to ensure it remains accurate and valuable. This helps maintain its relevance and ensures you are providing the most relevant information to your readers. 

Expansion into Social Content Planning 

By adopting an evergreen and topical content mindset, you can support your social media efforts and seamlessly integrate new exciting pieces into your channels.  
By using evergreen and topical content, you’re able to plan long-term whilst ensuring reactive and trending content can be a part of your social media plan. 

Both topical and evergreen content play crucial roles in a well-rounded content marketing strategy.  

Topical content captures immediate attention and boosts engagement, while evergreen content ensures long-term traffic and sustained value.  

By understanding their unique benefits and strategically integrating both, you can create a dynamic and effective content plan that meets the immediate needs of your audience while also building a lasting online presence. 
 
If you want to learn more about how to implement both types of content into your content plan and seamlessly integrate it into your social media efforts, get in touch.