Evergreen Content Vs Topical Content: What Should You Use?
By Steve Conway
Evergreen content vs topical content: Which type of content should you focus on?
There will always be a debate when it comes to choosing Evergreen Content Vs Topical Content, as both types provide many benefits to social media marketing. Topical content is great to get instant exposure there and then about a specific news piece, but evergreen content has been known to provide value for both old and new readers. What is the difference between these 2 types of content and why does it matter when it comes to social media marketing?
What is Topical Content?
The best way of describing topical content is by saying it’s more of a news topic about something that’s happened recently. It’s the content you’ll see getting shared around Facebook for a few days until there’s updated news to be shared. It gives marketers instant exposure, but when users read it three months down the line it’s useless.
An example is all the discussion around the Fyre Festival. There’s a lot of buzz around this topic right now and content on the topic is clouding social media feeds. Websites can’t stop writing about it. But in a few weeks, it will die down. Look at what happened to the Unicorn Frappuccino. All media outlets were frequently writing about it, Buzzfeed even did a taste test. But now there’s hardly any news about it.
What is Evergreen Content?
Evergreen content is described as content that is much more informative and beneficial to the reader. If you look in the Search Engines for help on a specific topic such as decorating, you’ll often find articles like this one: The 10 Most Important Tips For Decorating On A Tight Budget.
That is an evergreen article that is going to provide benefits to users not only today but also one year down the line and beyond. As the article is extremely helpful, it will gather backlinks over time. This will help not just the article, but the entire website rank well on search engines. They also get a good number of shares as people like sharing helpful content. These include both instant and long term shares.
Topical Content Is Great for Instant Success
When you look at latest news posts on the likes of Facebook and Twitter, you’ll see that it is instantly as popular as something that’s been around for weeks, and that is the main benefit of topical content when it comes to marketing. A lot of marketers love topical content marketing because of this, but others prefer evergreen content because they know it’s going to be of value to readers for months, if not years.
An example of a site that constantly posts topical content is Viralnova. Sites like these prowl the web for trending content and then create their version of it with a social media optimized headline and publish it. They Go to the full article.