Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
• Avoiding the risk of appearing outdated • Boosting productivity of content creation
Evergreen Content Types
In terms of the type of content that stands the test of time, studies generally agree that how-to guides and tips as well as lists and checklists have the highest likelihood of becoming evergreen. Other research also found answers to FAQs, case studies, glossaries, and original research to also be effective.
TIMELESS (EVERGREEN) CONTENT
Evergreen Topics
Certain topics are also more conducive to timeless content than others as shown in this comparison between seasonal and evergreen topics involving similar subjects.
Much like the case of subscribed content, evergreen content boosts touchpoints over repeated exposure. The concept works the opposite to our prior discussion on newsworthiness (timely content). As shown in this graph of impressions, evergreen content does not have an expiration date.
Seasonal Topics
Evergreen Topics
When is the winter solstice this year? Car accident statistics in 2023 Christmas cookie recipes What is the interest rate right now?
What is the winter solstice?
Common causes and types of car accidents Top tips for baking cookies from professional bakers
Interest rate calculator
Snow forecast this week Top baby names in 2023
Biggest snowstorms in history
Baby name generator
Remains relevant over time
Examples of Timeless Topics
Captures interest, but not for long
Still applies today
This gives it substantial benefits over just- in-time content such as:
• Ranking well in search engine results • Generating leads over a long period of time
Timeless (Evergreen) Content
Timely (Just-in-Time) Content
The purpose of timely content is to inform your audience of things that are going on in real time. Relevant for a short period of time (trending topics, breaking news, current events, holidays)
Timeless, often in-depth examinations of a problem or topic
Covers topics that experience little change over time
May drive traffic long term
May drive short-term traffic
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