Balancing evergreen and trending content is all about strategic timing and relevance. Evergreen content builds a strong foundation by addressing long-term audience needs while trending content keeps your brand timely and engaged with current conversations. By planning evergreen posts as the core and layering in trending topics as they arise, you create a well-rounded calendar that maximizes reach and impact.

Balancing evergreen and trending content is key for a successful digital marketing strategy. Evergreen posts provide ongoing value, boosting SEO and audience engagement long-term, while trending content captures immediate interest and drives quick traffic. Aim for a mix—consistently useful evergreen content with timely trending topics to stay relevant and engaging.

Evergreen Content Definition: Content that remains relevant and useful over an extended period. Examples: How-to guides, tutorials, industry reports, and in-depth analyses. Benefits: Consistent Traffic: Evergreen content continues to attract organic traffic over time. Builds Authority: It establishes your brand as a reliable source of information. Nurturing Leads: It helps nurture leads and build long-term relationships. Trending Content Definition: Content that is timely and relevant to current events, news, or cultural phenomena. Examples: Newsjacking, social media challenges, and real-time marketing campaigns.

Before you can determine the balance between the two, you need to start by defining your objectives for social media content. Is it customer acquisition, thought leadership, recruitment, or something else? You should also clearly determine whether you are focusing on B2B or B2C, as the mix is different for each one. If your goal is customer acquisition, you must focus more on evergreen content that educates your prospects and guides them along the buying journey. You would only include trending content to the extent that it helps educate your prospective buyer. If the goal is thought leadership, then the skew will be toward providing your expert commentary on relevant trending content directly relating to your expertise.

Balancing evergreen and trending content keeps your marketing relevant while building lasting resources. Here’s a quick approach: Prioritize Audience Needs: Focus on evergreen topics that consistently resonate. Leave Room for Trends: Reserve space for timely content to quickly capture trends. Review & Adjust Regularly: Track performance and fine-tune the mix as needed.