How do you balance evergreen and trending social media content?

1 What is evergreen content?

Evergreen content is content that stays relevant and useful for a long time, regardless of seasonal or topical fluctuations. It can be educational, inspirational, or entertaining, as long as it provides value to your audience and aligns with your brand identity. Examples of evergreen content include how-to guides, FAQs, testimonials, case studies, industry insights, and best practices. Evergreen content can help you build trust, authority, and loyalty with your audience, as well as drive consistent traffic and conversions to your website.

2 What is trending content?

Trending content is content that responds to current events, news, or popular topics that are generating a lot of buzz and interest on social media. It can be informative, humorous, or controversial, as long as it is relevant and timely for your audience and your brand. Examples of trending content include breaking news, memes, viral videos, polls, live streams, and user-generated content. Trending content can help you boost your visibility, engagement, and reach on social media, as well as show your personality, creativity, and awareness of your industry and audience.

3 How to create evergreen content?

To create evergreen content, you need to do some research and planning. First, identify your target audience and their pain points, needs, interests, and goals. Second, brainstorm topics and keywords that are related to your niche and your audience's queries. Third, choose the best format and platform for your content, such as blog posts, podcasts, videos, or infographics. Fourth, write or produce high-quality, original, and valuable content that answers your audience's questions, solves their problems, or inspires them to take action. Fifth, optimize your content for SEO and social media, using relevant keywords, titles, tags, descriptions, and images.

4 How to create trending content?

To create trending content, you need to be alert and agile. First, monitor and analyze the social media landscape, using tools like Google Trends, BuzzSumo, or Hashtagify to discover what topics are trending in your industry and among your audience. Second, evaluate and select the trends that are relevant and appropriate for your brand, your goals, and your values. Third, craft or curate engaging, authentic, and timely content that adds value, perspective, or humor to the trend, using the right tone, language, and hashtags. Fourth, publish or share your content quickly and strategically, using the best time, frequency, and channel for your audience. Fifth, measure and optimize your content performance, using metrics like impressions, clicks, likes, shares, comments, and conversions.

5 How to balance evergreen and trending content?

To balance evergreen and trending content, you need to have a clear and flexible content calendar. A content calendar is a tool that helps you plan, organize, and schedule your content across your social media platforms. It can help you avoid content gaps, duplication, or overload, as well as align your content with your goals, campaigns, and events. A content calendar should include both evergreen and trending content, in a proportion that suits your brand and your audience. A general rule of thumb is to have 80% evergreen content and 20% trending content, but you can adjust this ratio depending on your industry, niche, and objectives. You should also leave some room for spontaneity and experimentation, as new trends and opportunities may arise at any time.

6 How to repurpose and update your content?

To make the most of your content, you can repurpose and update it regularly. Repurposing means transforming your existing content into different formats or platforms, to reach new audiences or reinforce your message. For example, you can turn a blog post into a video, a podcast into a blog post, or an infographic into a slide deck. Updating means refreshing your existing content with new information, data, or insights, to keep it relevant and accurate. For example, you can add new statistics, examples, or tips to your evergreen content, or revise your trending content to reflect the latest developments or feedback. Repurposing and updating can help you extend the lifespan and impact of your content, as well as save you time and resources.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?