Content marketing can be tricky even for the most seasoned marketers; it can be trickier for the new entrant. Whether your budget is fat or slim, you can’t really boost your ROI (Return on Investment) unless you define clear-cut business goals, know your audiences inside-out and, are adept at offering the right content to your target audience.
In an increasingly competitive digital marketing landscape, it’s crucial to strike the right balance between different types of content pieces to cater to diverse range of audiences.
Speaking of diverse content pieces, you can split them into two broad categories: topical content and evergreen content.
Before making a decision, you must understand the difference between topical content vs evergreen content.
So, let’s see how these two content types are different from each other in terms of achieving your business goals.
Evergreen Content vs. Topical Content
It’s important to understand the difference between topical content and evergreen content in order to make create the right mix.
What is Topical Content?
Topical content is something which is related to the current developments in your industry. It’s usually advanced, up-to-date and relevant for the customers that are fairly experienced and well-versed with your industry.
When you create topical content, it helps your savvy audiences make a better marketing or purchasing decision.
To new users though, it can seem complicated and hard to digest.
The benefits of topic content are that it drives seasonable traffic if your content pieces rank well for seasonable keywords. However, you need also keep in mind that the topics around seasonable content may not sustain the surge of traffic over a long period of time.
Example of topical content…
- Blog posts related to industry developments or news
- Blog post related to current events.
Even though seasonable content has a shorter shelf life, you can still follow these tips to make your seasonable content evergreen.
What is Evergreen Content?
Evergreen content is something that will remain relevant even as the industry evolves. They are essentially built to educate your audience and help them understand the industry dynamics better.
Evergreen content helps you gain organic traffic through informational queries in search engines. The flow of traffic isn’t affected a great deal in the long run. In fact, it may go up depending on the authority of your website.
Here are some great tips on how to create evergreen content for your website.
Example of evergreen content…
• How-to Guides
What’s The Ideal Mix?
The ideal mix between topical and evergreen content largely depends on your business goals and the types of audiences you want to attract to your website.
Moreover, it depends on your marketing goals. Whom do you want to target? Do you want to simply educate them or convert them into buyers? A whole lot of dynamics go into decision making process.
According to Co-schedule, content marketers should focus on creating evergreen content more than seasonal stuff.
Nathan Ellering, one of the staff bloggers at Co-schedule, found two of their blog posts received 58% less page views and 88% fewer email subscribers in a single month because the topics were seasonal and appeared outdated within a week after they were published.
In fact, they achieved 283% growth when they repurposed their evergreen content.
What’s the Bottom Line?
Even though the results are tilted in favor of evergreen content, you should still cover seasonal content and cover industry developments every now and then.
Personally, I believe the ideal ratio between topical and evergreen content is 1:4. In other words, you should write at least one post about your current topics and create four articles around evergreen content.
Speaking of the right balance, a great example is the Moz Blog which features different categories dedicated to different types of audiences.
They have advanced SEO as well as Basic SEO as their categories which goes to show that they cater to a diverse range of audiences with the content. Moreover, they have a Learn & Connect section which features informative guides for the new entrants to SEO industry.
As a content marketer, you need to decide on the right balance between seasonal and evergreen content for your audience. However, you should always focus on making your seasonal content pieces useful. Don't forget to create contextual links from your evergreen content pieces to your seasonal content in order to help search engines better index them.
Do you follow any special strategy to strike a balance between seasonal and evergreen content? Please, let us know in the comments below.
About the Author:
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter:@sushantsahoo