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How can journalists create both timely and evergreen content?

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As a journalist, you know the importance of producing relevant and engaging content for your audience. But how can you balance the need to cover breaking news and trends with the value of creating evergreen content that lasts longer and attracts more traffic? In this article, you will learn some tips and strategies to create both timely and evergreen content for your online platforms.

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Tarcísio Lima

Ano novo, novos rumos vem aí!
Celine A.

Strategy Director

1 What is evergreen content?

Evergreen content is content that does not lose its relevance or usefulness over time. It can be updated or repurposed to fit different formats and contexts, and it can generate consistent and organic traffic for your website. Examples of evergreen content include how-to guides, FAQs, case studies, interviews, reviews, and analysis.

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Julia-Eva Seifert

Freelance journalist by day, LinkedIn ghostwriter by night
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Evergreen Content bezeichnet Inhalte, die langfristig relevant und sowohl für Leser als auch für Website-Betreiber nützlich sind. Vor allem im SEO sollte man bei seiner Content-Strategie auf solche zeitlosen Inhalte setzen. Denn im besten Fall schafft man es damit, für bestimmte Keywords lange zu ranken und weit oben in den Suchergebnissen angezeigt zu werden. Wenn man wirklich guten Evergreen Content liefert, kann man sogar zur Standardreferenz für bestimmte Themen werden.

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2 What is timely content?

Timely content is content that responds to current events, news, trends, or seasons. It can be more viral and shareable, and it can showcase your expertise and authority on a topic. Examples of timely content include breaking news, opinion pieces, live updates, surveys, polls, and predictions.

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Tarcísio Lima

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O conteúdo oportuno é aquele que responde a um acontecimento recente, é a notícia factual propriamente dita, ou conteúdos dela derivados que expressam opini?es, fatos e dados momentaneos e geralmente relacionados a um tema em alta ou de grande interesse do público. Ao contrário do conteúdo evergreen, esses textos possuem uma dura??o mais curta, tornando-se rapidamente desatualizados ou perdendo o seu valor-notícia com o passar do tempo.

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3 Why do you need both types of content?

Both types of content have their benefits and challenges. Timely content can help you attract new readers, increase your visibility, and establish your credibility. However, it can also be more competitive, time-sensitive, and short-lived. Evergreen content can help you build loyal readers, improve your SEO, and generate passive income. However, it can also be more difficult, time-consuming, and expensive to create.

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Tarcísio Lima

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Atualmente os conteúdos conversam entre si e os hiperlinks permitem que se conectem conteúdos evergreen e oportunos. Assim, uma notícia factual, pode trazer consigo uma matéria evergreen que apresente o tema de forma mais aprodundada para aqueles que tenham interesse em ir além. Além disso, os conteúdos oportunos ajudam a manter sempre atualizados os evergreens, visto que, apesar de mais constantes, estes últimos também sofrem modifica??es ao longo do tempo e devem ser sempre verificados. Uma boa estratégia que concilie os dois tipos de conteúdos garante um site sempre atual e ao mesmo tempo com maior capacidade de aprofundamento pelo leitor.

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4 How to create evergreen content?

To create evergreen content, you need to identify topics that are relevant to your niche, audience, and goals. You also need to research keywords, competitors, and best practices to optimize your content for search engines and users. You also need to write in a clear, concise, and engaging way, and use subheadings, images, and videos to break up your text. Finally, you need to update and refresh your content regularly, and link it to your other relevant content.

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Tarcísio Lima

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Uma boa estratégia para mapear conteúdos evergreen é ficar sempre atento aos conteúdos oportunos que viralizam. Muitas vezes essa repercuss?o ocorre sempre sobre um mesmo tema, o que indica forte interesse do público. Assim, é possível produzir um conteúdo mais aprofundado, com forte apelo para SEO, e que pode ser sempre associado aos conteúdos oportunos sobre determinado tema.

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Akshay Raina

Dynamic media professional with years of expertise in delivering compelling, impactful & engaging content and driving audience engagement
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Journalists can strike a balance between timely and evergreen content by adopting a strategic approach. For timely pieces, staying informed about current events, trends and issues is paramount. Addressing frequently asked questions and providing context in timely articles adds value beyond the current news cycle. Regularly updating existing content ensures accuracy and relevance over time. Understanding audience needs and creating comprehensive resource pages contribute to evergreen content. Ultimately, a combination of timely reporting and insightful, context-rich pieces allows journalists to cater to both immediate and enduring audience interests.

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5 How to create timely content?

To create timely content, you need to monitor the news, trends, and conversations in your field and industry. You also need to react quickly, accurately, and creatively to the events and issues that matter to your audience. You also need to write in a compelling, informative, and opinionated way, and use headlines, quotes, and statistics to catch attention. Finally, you need to promote and distribute your content effectively, and engage with your readers and followers.

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6 How to balance both types of content?

To balance both types of content, you need to plan and schedule your content in advance, and allocate your resources and time accordingly. You also need to analyze your data and feedback, and measure your performance and results. You also need to experiment and test different formats, topics, and styles, and learn from your successes and failures. Finally, you need to be flexible and adaptable, and adjust your content strategy as needed.

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Celine A.

Strategy Director
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While all of the above is true, it’s generally the best practice for any content creation process. Reality is, you also won’t get it all, and you won’t get it right the first time. It’s hard to get the balance of both — to get that balance requires a confluence of factors, and most of the time, these factors aren’t within our control. I think the best you can strive for is timely content that worked so well (well = it should deliver new perspective and inspire others to follow suit) that people remember it for a long time to come (that would be the evergreen part).

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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?

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How can journalists create both timely and evergreen content?

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1 What is evergreen content?

2 What is timely content?

3 Why do you need both types of content?

4 How to create evergreen content?

5 How to create timely content?

6 How to balance both types of content?

7 Here’s what else to consider

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