What is the best way to balance evergreen and timely content in your marketing strategy?

Achieving a balance between evergreen and timely content in your marketing strategy can be exemplified by a brand like Glossier. Glossier's core evergreen content revolves around skincare basics and makeup tutorials, addressing timeless beauty concerns. Alongside this, they introduce timely content such as limited edition product launches or collaborations with influencers to capitalize on current trends and keep their audience engaged. By combining these elements, Glossier maintains a strong foundation of enduring content while staying relevant and responsive to the evolving demands of the fashion and beauty industry.

Balancing evergreen and timely content involves strategic planning. Allocate a portion of your content calendar to evergreen topics that provide lasting value and relevance to your audience, ensuring a solid foundation for your brand's online presence. Complement this with timely content that addresses current trends, news, or seasonal topics, keeping your brand relevant and engaging. Analyze audience engagement and industry trends to adjust the ratio based on what resonates most. This approach ensures a dynamic, responsive marketing strategy that attracts and retains audience interest over time.

Evergreen content is crucial for sustained engagement and relevance in your marketing efforts. It provides enduring value, drawing in new viewers over time and solidifying your reputation as a trusted authority in your field. Essentially, it's an investment that pays dividends well into the future.

The best way is to create a solid foundation of evergreen content while supplementing it with timely, relevant updates. Take Buffer, for example. They maintain a blog full of evergreen content on social media marketing basics, which continues to attract readers over time. Alongside this, they also publish timely content on emerging trends and industry news, ensuring their audience stays engaged and informed. Similarly, we can prioritize evergreen content that addresses timeless topics and pain points, while also incorporating timely updates and current events to keep our audience engaged and connected. This balance ensures that our marketing strategy remains relevant and effective in both the short and long term.

Timely content captures the moment, engaging audiences with relevance and immediacy. It demonstrates your brand's awareness of industry trends and current events, fostering a sense of community and connection. This real-time engagement keeps your audience coming back for the latest insights.

Creating timely content starts with staying informed about industry trends and news. Engage with your community through social media, forums, and events to understand their current interests and concerns. This proactive approach allows you to quickly produce content that resonates with the moment, keeping your audience engaged and your brand relevant.

I like to split evergeeen content into two buckets: 1. Something that will be relevant for at least a year 2. A theme of something you plan on creating often throughout the year The first helps with building credibility and showing face to your audience when they are searching for something. The second gives your audience a reason to “follow” you and they can now expect to get continual content in a specific theme that resonates with them. Timely content is impactful for showing you’re on top of the subject matter. The faster you show face here, the more credible you’re perceived to be. I don’t think there should be a split between the two — but rather link the two together. Evergreen can be enhanced by something timely. ???

Too much focus on creating timely content for your brand can divert your attention from building evergreen content, which is crucial for driving organic visitors to your website. It's never advisable to stop (or reduce) generating evergreen content, as it helps maintain your presence and aids in SEO. However, you can allocate 25% of the overall content you create to be timely content, which can encourage your audience to keep coming back to your platform. But remember, evergreen content is king.

Toute stratégie de Marque bien faite doit expliciter la stratégie de contenu qui en découle. En effet, il est important d'expliciter vos 6 piliers de contenu qui font partie intégrante du plan d'action de votre Stratégie de Marque : 1 - POURQUOI Communiquer ? 2 - A QUI s'adresser ? 3 - QUOI Communiquer ? 4 - Où Communiquer? 5 - QUAND Communiquer? 6 - COMMENT Communiquer?

In the early stages of a business (scaling to six figures) it is best to focus on one core offer and selling that really well before diversifying. Diversifying your products and services is better for when you are looking to scale your business. So your content strategy should support the offers you are promoting - you can use timely content (e.g. current events) to link them to the relevance of your core / evergreen offer. And at the scaling stage of your business, you can use timely content to promote different offers. Evergreen content should be most focused on how to think, not what to do. Giving people that "aha" moment and helping them shift their way of thinking is more valuable than step by step educational content.