If you’ve spent any length of time reading about content marketing, you’ve probably heard the term ‘evergreen’ tossed around. It’s functionally what it sounds like. Content that’s effectively timeless, valuable enough that people will still read it and find it relevant years down the line.Â
Here Get The Right Balance Between Newsjacking and Evergreen for SEO
Evergreen content is often treated as the holy grail of content marketing. After all, who doesn’t want a library of content that will always draw reliable traffic? Who doesn’t want their website to be a constant, consistent source of value and information for their audience?Â
I won’t deny that evergreen content can be incredibly valuable. The longer the lifespan of a piece of content, the more opportunities you have to spin it out into new content. An evergreen blog post, for instance, could act as the foundation for a series of infographics, a YouTube video, or even some social posts.Â
That said, there’s an alternative to evergreen which, given the right circumstances, can be just as valuable, if not more so. Newsjacking. Whether discussing major events, giving unique insight on a recent development in your industry, or creating content that hops on a current trend, newsjacking has two major strengths going for it over evergreen content.
First is that done right, it has the potential to go viral and bring in a massive flood of content unlike anything else you’ve seen. The problem is that you have to do it right. You need to hit that sweet spot where your content is unique and valuable enough that people want to share it with others — whether that’s because it’s funny, insightful, or simply interesting.
Second, if you’re trying to establish yourself as a thought leader, providing commentary and insights on industry trends goes a long way towards that. It shows that you’re paying attention to what’s going on, and that you understand it. More importantly, it shows that you can offer people a unique perspective that they may not otherwise have considered.
The trade-off, obviously, is that newsjacked content has an incredibly short lifespan. Depending on what you’re writing about, you might only see it generate traffic for a few weeks or even a few days. That doesn’t mean it’s less valuable, mind you, only that there’s a time limit on that value.
As you may have already surmised, successful content marketing efforts involve a combination of newsjacking and evergreen content. The right balance, in my experience, is to strive for the majority of your content to be evergreen. You should still jump onto current events where appropriate and make liberal use of backlinks to other segments of your website, but unless you have the marketing bandwidth and operate in an industry that’s constantly moving, you aren’t going to be able to produce enough content. Â
Evergreen is often presented as the holy grail of content marketing. In truth, however, it represents only one facet of your approach. In order to be truly successful, you need to strike a balance between long-lasting content and current events — one dependent upon both your industry and your brand.Â
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