In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
Content marketing can be used to pursue and achieve a variety of business objectives. There are various approaches available for this purpose, which can be implemented separately in parallel or combined with one another. Two such different approaches can be pursued, for example, with the production and provision of news or evergreen content.
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The strengths of news content
News-related content can generate traffic peaks in a short period of time. However, its informational content is only relevant in the short term, which means that, with a few exceptions, user interest will wane as quickly as it arose.
News content is therefore ideal for generating short-lived hype. Think of press releases, viral videos, or limited-time awareness campaigns.
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What evergreens are better suited for?
With content that remains valid in the long term, it takes longer to generate traffic and achieve a significant position in search engine results. However, the slower increase in relevance is permanent in nature.
Evergreen content addresses topics and issues that remain relevant for years. At the same time, it can be adapted and updated at any time, keeping it up to date and dynamic over a long period of time, which is useful and beneficial for both readers and search engine algorithms.
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Content marketing works in combination
The choice of content type is not a definitive "either/or" decision. Both news content and evergreen content have their individual merits and can complement a content marketing strategy. This is because both offer solutions to different problems.
A content marketing strategy sometimes needs both, which is why you should not exclude either news content or evergreen pieces from your content marketing strategy.
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