Trending Content or Evergreen: Which is Better for Business?
Imagine you’re standing at a crossroads. One path is crowded, flashy, and bustling with activity but at the same time it’s unexplored and unpredictable. The other path is steady, reliable, and built to last, but it lacks the adrenaline rush and risk involved.
If you are in the digital marketing game, you’ve heard the terms “trending content” and “evergreen content.” Both are powerful tools, but which one should you focus on for your business?
This is the choice and confusion all businesses face when deciding between trending content and evergreen content. Both have their pros and cons, and the “BEST” option depends on your business goals, audience, and resources.
So, let’s break it down.
What is Trending Content?
Trending content is the hot topic of the moment. Think of it as the “breaking news” of your industry. It’s content that taps into what people are talking about right now. It can be a viral TikTok challenge, a new government policy, the latest tech gadget, or a sudden shift in consumer behaviour.
Characteristics of Trending Content:
Timely and topical.
High engagement in the brief time.
Often tied to music/dance culture, news, or events.
Share quickly on social media.
Examples of Trending Content
News articles about a new law affecting your industry.
Social media posts about viral trends (e.g., #IceBucketChallenge).
Blog posts on the latest product launches or Google algorithm updates.
Opinion pieces on current news or events.
The trending content is all about riding the wave. It can bring a surge of traffic, boost your visibility, and even help you go viral. But, as you know, the buzz doesn’t last forever.
The Pros and Cons of Trending Content
Pros:
Instant Traffic: Trending content can bring a sudden spike in visitors, comments, and shares. If you’re quick to publish, you can ride the wave of what’s hot and trending.
Brand Visibility: Jumping on trends can get your brand noticed. It shows you’re quick and updated with what’s happening in your industry.
Engagement: People love to talk about what’s new. Trending topics can spark conversations, shares, and comments.
SEO Boost: If you’re among the first to cover a trending topic, you might rank high in search results (but temporarily).
Cons:
Short Lifespan: The buzz fades fast. Once the trend is over, your content might stop getting traffic.
High Competition: Everyone wants a piece of the trending pie. You’ll have to compete with big players and quick publishers.
Being the first on the story is vital. Not only this, but you also need to worry that other people may steal/plagiarize your content if you’re the first on the jump.
Risk of Irrelevance: If you bet on the wrong trend, your content could become outdated and irreverent quickly.
Resource Intensive: Staying on top of trends requires constant monitoring and quick action.
What is Evergreen Content?
Evergreen content, on the other hand, is like the slow and steady tortoise in the race. Its content remains relevant and valuable for a very long time, sometimes forever after it’s published. Think of it as the “how-to” guides, FAQs, or resources that people keep coming back to.
Characteristics of Evergreen Content:
Timeless relevance.
Search-optimized (SEO-friendly).
Drives consistent, long-term traffic.
Often educational or instructional.
Examples of Evergreen Content
How-to guides (e.g., “How to Write SEO-Friendly Blog Posts”).
Product reviews.
Resource lists (e.g., “Top 10 SEO Tools for website”).
Educational articles (e.g., “What is Digital Marketing?”).
Evergreen content is like a trusty old friend. It keeps working for you, quietly attracting visitors and building your authority over time.
The Pros and Cons of Evergreen Content
Pros:
Long-Term Value: Evergreen content keeps attracting visitors for months or even forever.
SEO Stability: Search engines love content that stays relevant. Evergreen articles can rank well for an exceptionally long time.
Authority Building: High-quality evergreen content positions you as an expert in your field.
Resource Efficiency: You don’t have to update evergreen content as often, which helps you save a lot of time and effort.
Cons:
Slower Results: Evergreen content takes time to gain visibility. Don’t expect a flood of traffic overnight.
Less “Buzz”: It’s not as exciting as trending content. Evergreen pieces don’t usually go viral.
Maintenance Required: Even evergreen content needs occasional updates to stay accurate.
Potential for Saturation: Popular evergreen topics can be highly competitive in search rankings.
Head-to-Head Comparison
1. Traffic & Engagement
Trending Content: Wins short-term spikes. Great for campaigns or product launches.
Evergreen Content: Wins marathon traffic. Ideal for steady lead generation.
2. SEO Benefits
Trending Content: Rarely ranks long-term but can earn backlinks if the content goes viral.
Evergreen Content: SEO goldmine. Targets high-volume keywords and builds domain authority.
3. Longevity
Trending Content: It's like fireworks (bright but brief).
Evergreen Content: It's like a campfire (provides warmth for years).
4. Resource Investment
Trending Content: Demands responsiveness. Requires quick research, creation, and distribution.
Evergreen Content: Demands patience. Needs thorough research and SEO optimization.
Which Should Your Business Choose?
The million-dollar question: Should you focus on trending content or evergreen content for your business? The answer isn’t black and white. It depends on your goals, resources, and industry.
1. Your Business Goals
Brand Awareness: If you want to get your name out there fast, trending content can give you a quick boost.
Lead Generation: Evergreen content is better for attracting consistent, qualified leads over time.
Thought Leadership: A mix of both works best. Use trending content to show your current, and evergreen content to demonstrate your expertise.
2. Your Industry
Fast-Moving Industries: Tech, Fashion, and Entertainment industries benefit from trending content. If things change quickly, you need to keep up.
Stable Industries: Education, Finance, and Healthcare industries often rely more on evergreen content. People are always searching for reliable information.
3. Your Resources
Big Team: If you have a dedicated content team, you can chase trends and produce evergreen content.
Small Team or Solo: Focus on evergreen content first. It’s a better investment of your time.
4. Your Audience
- Trend-Seekers: If your audience loves the latest news, give them trending content.
- Researchers: If they’re looking for in-depth answers, focus on evergreen content.
Hybrid Approach: Best of Both Worlds
The most successful businesses use both trending and evergreen content. It’s not about choosing one over the other, it’s about finding the right balance.
Why Combine Both?
Trending content brings quick wins and keeps your brand relevant.
Evergreen content builds a solid foundation for long-term growth.
Think of you as a Content Strategist “Gardener.” And your content strategy is like a garden. Trending content is like planting annual flowers; they bloom quickly and look great, but don’t last. Evergreen content is like planting trees; they take longer to grow but provide shade and beauty for years.
BONUS: Tip for Canadian Businesses
Leverage local trends while maintaining evergreen content. For instance, pair a timeless guide like “How to Start a Small Business in Canada with trending topics like reactions to federal budget changes or viral moments from Canadian cultural events. Use tools like Google Trends Canada or SEMrush’s local keyword tracker to identify hyper-local opportunities without sacrificing your evergreen foundation.
Tips for Balancing Trending and Evergreen Content
Plan in Advance: Create a content calendar that includes both types of content.
Allocate Resources: Decide how much budget and time to spend on each.
Measure Results: Use analytics to track what’s working and what's bringing everything down. Adjust your strategy based on data.
Repurpose Content: Be creative, try to turn trending articles into evergreen resources, or update evergreen posts with trending information.
Stay Flexible: Be ready to transition when a big trend hits your industry.
Common Mistakes to Avoid
Chasing Every Trend: Not every trend is worth your time. Focus on those that matter to your audience.
Neglecting Evergreen Content: Don’t get so caught up in trends that you ignore your long-term assets.
Forgetting to Update: Even evergreen content needs a refresh. Outdated information can hurt your credibility.
Ignoring Analytics: Always track your results. Learn what works and what doesn’t.
It’s Not Either/Or - It’s A Balance
If you’re just starting out, focus on building a library of evergreen content. It’s the safest way for long-term growth and authority. Once you have a solid foundation, start experimenting with trending content to boost your visibility and engagement.
Content marketing is a marathon. The best strategy is the one that combines the quick wins of trending content with the lasting value of evergreen content.
So, next time if you’re planning your content calendar, first ask yourself: “Is this topic a flash in the pan, or will it stand the test of time?” The answer might just be a bit of both.
Finally, if you’re looking for expert guidance to elevate your content marketing, consider partnering with REM Web Solutions. With years of experience helping Canadian businesses grow online, we can help you craft a balanced content strategy that delivers both immediate impact and long-term results.
Whether you need help identifying evergreen topics, jumping on industry trends, or optimizing your website for search engines, our team has the know-how to support your goals. Contact Us Now!
