Some topics become dated more quickly than others, of course. This is why it's extremely important to also have "evergreen" content on your website as part of a good SEO strategy. In fact, having an evergreen content marketing strategy overall, while it can take time to reap the benefits, is an investment well worth making in your website.
"Evergreen" content, as the term suggests, is made up of topics that will be relevant for years to come. Your website should have content that readers both now and in the future will find valuable. So, it's a good idea to have both trending topic & news posts AND evergreen content in your content marketing plan. But. evergreen topics are far more important in establishing a longer-lasting impact for SEO. Having articles that get consistent traffic helps for inbound marketing and thought leadership purposes, too.
We Deliver the News... and the Trending Topics
Anyone can go write a post about something in the news or that’s trending on Twitter or Google. There's nothing wrong with having up-to-the-minute updates on particular topics on your website. The only trouble is those posts can become irrelevant within days. But, if you're looking for the most traffic in the shortest amount of time, it's true news posts can be extremely good at doing just that.
However, there is one major issue with using news and trending topics as a major part of your content marketing strategy. Trending topics are usually written about by many online writers. It's very likely you'll write seven news/trending topic posts in a week, yet only two of them get substantial views. This could be because your article was lost in the noise or buried by those who got to the news story first.
Of course, there are ways to make sure that news posts don't get lost in the shuffle. If you happen to be the first, or among the first few, to cover a given developing story, your post may gain traction on social media and even in search. If you're the only one really talking about a recent development in your niche or industry, that's also a good step towards becoming an authority on that subject. You can also curate other articles on that topic, while adding your own perspective.
But, before you write anything, make sure that you may get seen on the front page of Google or be the first among those to tweet or social share any particular topic. If you’re not the first to cover something, don’t have a unique twist on it, or don’t get the word out to enough people, you’re most likely going to be writing to crickets.
Yes, it can be easy to write news & trending topic posts. Depending on your industry, it can be very quickly rewarding from a traffic standpoint. However, the ranking benefits only hold if you can be consistent with major hits on these sorts of posts. To maintain SEO for the long-term, you need to also a good solid amount of "evergreen" content to keep traffic coming to your website. You need both to keep your site relevant.
Of course, if you happen to have a journalist on your payroll, that’s very nice to have. Most people don’t have that. The “evergreen” content, on the other hand, will remain in search engine results for years to come. You want your website to be answering questions that people will have for years to come.
Let Your Website or Blog Become an “Evergreen Content Forest!”
Good "evergreen" content is just that: content that will answer questions many months and years down the road. I'm sure you've seen plenty of examples of what make long-lasting relevant content that will trickle down traffic for years to come. Evergreen content is great for marketing because it means you always have certain content that you can "recycle" again and again. This is great when you don't necessarily have something new to talk about, but need something to write about.
Specifics aside, what makes content “evergreen” is that it's about something that can be referred to multiple times and is highly shareable on social media. Any content that develops inbound links over a period of time and consistently gets traffic interested in a very specific topic can also fall into this category.
It's fine to have the big short-term traffic draws from jumping on the trending topic train. Still, you need the evergreen content to keep people coming back again and again. Something big doesn’t happen every day in most industries; that’s simply a fact of life.
With an evergreen content marketing strategy, your main focus is to know the questions that the people you want to visit you are most likely asking. Then, write to answering those as best as you can. It’s easier said than done, of course, but the long-term benefit is far greater than constantly trying to stay on top of everything 24 hours a day, 7 days a week.
How Can You Use News & Trending Topics as Part of an Evergreen Content Marketing Strategy?
News posts may bring you a lot of traffic, and perhaps, return visitors on occasion if they feel you are a go-to source for news of that variety. However, content that brings more than simple instant gratification for news or info on what’s trending is typically far more effective in bringing potential fans, clients or customers back for more of your fantastic content in the future.
Trending topics and news articles most likely won’t keep people on your site for long. But, there is a way to use news and trending topics to your advantage. A lot of the most successful content comes from storytelling. If you can tell a story around a certain topic or bit of news, and apply it to answering a frequently asked question in your niche or industry, that can go a long way towards making that article evergreen.
Ask yourself, is this a topic that people will care about in the future? For example, when baseball star Albert Pujols hit his 600th home run in June 2017, that was a major milestone that people would still search for years later. But, if you’re talking about a celebrity, unless it’s a major life event or achievement, it’s probably going to be irrelevant a couple weeks for now. Use your judgment and decide if the topic or news item is something you can spin to your advantage for the long-term.
The idea is to have your website become a long-term resource for people. That’s how you’ll gain a following for years to come. For a successful content marketing strategy, evergreen content is a must-have.
If you need help writing evergreen content that's SEO friendly for your content marketing strategy, check out what the Brand Shamans can do for you!