Should You Use Evergreen or Time-Sensitive Content?
The Stack #5
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Content. Everyone’s favourite word these days.
It’s at the core of any successful online strategy. But not all content is created equal.
Understanding the difference between content that lasts (Evergreen) and content with a limited life span (Time-sensitive) can massively impact your strategy, whether you’re trying to grow an audience or promote your business.
Evergreen content
…firstly, contains information that stays relevant and valuable for a long time. It isn’t swayed by or based on current events or trends. It’s timeless.
An example of evergreen content could be a blog post or YouTube video titled “10 Tips for Healthy Living.” It’ll always be relevant because people will always want to get and stay healthy. It’s something they’ll always search for on the internet.
Evergreen content is great because,
It continues attracting traffic long after it’s created
It’s favoured by search engines
It needs minimal updating
It can, however, be time-consuming to create. Evergreen topics are also highly competitive, which makes them hard to stand out. Plus, they can lack the kind of urgency that drives quick engagement and audience action.
Time-sensitive content
…on the other hand, is only briefly relevant. It’s usually based on short-term topics like current events or seasonal occurrences. Quick example: a blog or video titled “Top Fashion Trends for Summer 2024.” Once summer 2024’s in the rear-view mirror, that content is dead.
However, there are positives to time-sensitive content
It’s useful for attracting attention fast and driving immediate traffic to your website or socials
It allows you to leverage current trends
It’s often shared more due to its timely nature
It’s super important to understand the difference between evergreen and time-sensitive content. Each has their place — if you only use one, you’ll struggle to maintain momentum. A robust long-term business or growth strategy will use a bit of both, in balance.
What’s next?
Take some time this week to evaluate your content strategy. Are you creating any evergreen content? If so, where are you sharing it? On your website’s blog? Maybe YouTube?
And are you balancing that time-consuming evergreen content with quickfire, time-sensitive content like social media posts and short form video? Is each content type complimenting the other?
I’ve spent years building a sustainable ecosystem of digital content for my solo business. It takes time, but the rewards are there to see: an information-rich website with unwavering organic reach; easily-replicable, minimal-effort social media content; a growing email list of engaged subscribers.
Work hard on finding the balance between evergreen and time-sensitive content. Together, they’ll form the bedrock of your digital strategy.
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