Content marketing can feel overwhelming when you’re running a business. What should you post? How often? And perhaps most importantly, should you focus on timeless topics (evergreen) or current trends (timely content)?
The short answer: you need both. The right mix will keep your site relevant today and ranking tomorrow.
Let’s break down how each type works and when to use them.
What Is Evergreen Content?
Evergreen content covers topics that remain useful and relevant over time. It doesn’t rely on news cycles or seasonal events. Think of it like a sturdy foundation, something people will continue to search for and benefit from month after month, year after year.
Examples for Small Businesses:
- “How to Choose the Right HVAC System for Your Florida Home”
- “10 Common Legal Questions About Starting a Business”
- “Beginner’s Guide to Chiropractic Care”
Why It Works:
- Consistently brings in traffic
- Builds long-term SEO value
- Great for FAQs and resource pages
- Perfect for lead magnets, guides, and pillar content
What Is Timely Content?
Timely content taps into current events, seasonal needs, or trending topics. It’s often more urgent, sometimes more shareable, but has a shorter shelf life.
Examples:
- “5 Quick Tax Tips Before the April Deadline”
- “Florida Hurricane Prep for Roof Repairs”
- “What Google’s March 2025 Core Update Means for Your Rankings”
Why It Works:
- Drives immediate traffic and engagement
- Positions your business as informed and current
- Helps with social media and email content relevance
- Excellent for press mentions or industry visibility
Evergreen vs. Timely: Pros and Cons
| Content Type | Pros | Cons |
|---|---|---|
| Evergreen | Long-term SEO value, reliable lead generation, low maintenance | Takes longer to gain traction |
| Timely | Fast traffic, shares well on social, boosts relevance | Fades quickly, needs frequent updates |
Finding the Right Mix
A good content strategy blends both types:
- 70% Evergreen: Focus on building a library of useful content that brings in organic traffic.
- 30% Timely: Use seasonal pieces or trending topics to engage your audience and show you’re active.
This balance allows you to build search authority while staying relevant to what people care about right now.
Real-World Florida Example
Let’s say you run a lawn care business in Tampa:
- Evergreen post: “How to Maintain a Healthy Florida Lawn Year-Round”
- Timely post: “Why You Should Aerate Before Florida’s Rainy Season Starts”
Both are valuable. The evergreen article will rank for months, while the timely one will spike in views leading up to seasonal services, then you can refresh and reuse it next year.
SEO Tip: Update Older Timely Content
Turn last year’s timely posts into refreshed versions. Update the title, check internal links, and adjust any outdated info. Google rewards updated content that stays useful.
Content is an investment, not just a task to check off. Evergreen pieces are your long-term assets. Timely pieces are your bursts of visibility. Together, they create a full-funnel content strategy that works for both search engines and your ideal customers.
If you’re not sure what mix is right for your business or you’re stuck with a blank content calendar, we’re here to help. Let’s build a strategy that supports your goals all year long.
