Seasonal vs. Evergreen Content: Pros, Cons, and Impacts to Your Brand

Oct 29, 2021

For digital marketing, seasonal vs. evergreen content is one of the classic premises marketers like to discuss. How do they impact your brand? Let’s find out.

What is Seasonal Content?

Seasonal content is as its name suggests. It is a form of web content that comes and goes depending on current occurrences and occasions – or seasons. It also means some days it plays importance and some days it doesn’t.

Known as topical content, it has two general types: time-based or event-based. Also, the third type gets triggered by the current social media hype or trend. While time-based or event-based seasonal content may come back in a cycle, some don’t come back.

Seasonal contents change fast, depending on the industry dynamics. As they are susceptible to immediate changes, these contents are not sustainable. But websites and social media pages benefit from seasonal content because it can drive a high engagement in a short period.

What is Evergreen Content?

Evergreen content also stands for its name: always fresh and subject to interest. They possess information or messages that remain relevant at any point in time.

There is difficulty in creating evergreen content as it should serve the audiences with what they’re looking for. This type of content offers details that very gradually – sometimes, never – change. Evergreen content creators won’t need to continuously produce new pages. For a specific topic, one may already suffice.

Evergreen content offers sustainability. It usually starts with a low number of views and stays there. But as soon users begin to notice the helpful insights it brings, the engagement gained becomes steady. Most importantly, these views are genuine.

Seasonal vs. Evergreen Content: the Pros

So, these are the benefits of producing the two:

For Seasonal:

1. Means to introduce or establish your brand

Seasonal contents are usually those that get viral. The buzz of a piece of content can bring your brand into the spotlight, making people know that your brand exists or more than that.

2. New and up-to-date

It shows that your brand is actively looking for things that will interest the audience. You capitalize on the opportunities available on that fleeting moment to entertain, educate, inspire or them. By putting your audience first, your brand gets a good impression.

3. Tool for selling

Seasonal content is a good tool for selling. At the appropriate season, the content can either suggest or directly tells the audience that it’s the perfect time to purchase products or avail of services. People change habits depending on the occasion or trend, and seasonal content connects your brand to their wants or needs.

4. Gateway to your evergreen content

The variety of seasonal topics you can publish can pick the interests of different people. It makes them stay on your social media pages or websites for quite some time. The audience gets a glimpse of the evergreen content, too. They also become familiar with the nature of your business and what you offer.

5. Instant traffic

As previously mentioned, seasonal content drives a high amount of traffic quicker than the other form of content. Though it doesn’t last long, the influx of views helps your branding.

For Evergreen:

1. Does not demand constant rework

Evergreen content remains fresh most of the time. As long as the content gives sufficient answers to people’s questions, there’s no need to create a new one. It only needs minor updates periodically to keep it updated with the circumstances.

2. Builds your brand as a reference

By producing comprehensive content about your niche, internet users will eventually recognize your brand as a source of information.

3. Improves site authority

Providing content that internet users keep visiting for reference boosts referral and can gather backlinks. It also signals your website or page is trustworthy among other sources online. It helps your website rank higher on search engine results pages.

4. Timeless web material

The prime characteristic of evergreen content is its timelessness. And out of this long-lasting relevance, you get a steady flow of engagement, traffic, or leads.

5. Long-term results

Evergreen content aims for long-term traffic and engagement. It’s designed this way to help your webpage and brand strengthen your online presence.

Seasonal vs. Evergreen Content: the Cons

On the other hand, here are the drawbacks:

For Seasonal:

Too much content to create

Trends come forth out of nowhere and change quickly. Keep your brand abreast of these trends and be quick to produce content out of them. In the long run, it can be exhaustive to create something new regularly – and not miss the deadlines.

Splits audiences

Since the topics for writing seasonal content are too many, each post caters to different audiences. Depending on the familiarity of the audience to the subject, there’s also a varied reaction to each piece. While others find it informative, others don’t. It’s both hit and miss, splitting your audiences.

Fluctuating views and engagement

The initial stage after publishing seasonal content attracts a high amount of traffic. But once the people get the hang of it or find it outdated, the drop of traffic on the analytics can be depressing.

Expiring relevance and usefulness

When the topic is out of season, people also lose interest in the content. Views and engagement – regardless of how high these two contributed to your page insights – are either limited or short-lived.

For Evergreen:

Difficult to produce

A single evergreen content that effectively works can already give significant results to a website or page. But like everything else good, it doesn’t happen quickly. You have to produce content that people will find satisfactory at the initial reads. You have to give accurate facts, structure, optimization, and other ranking factors.

Slow traffic growth

Even if you have the perfect evergreen content, it’s normal that it doesn’t gain much attention at the earlier stage.

Too competitive

Nothing under the sun is original, a saying goes. Everything that we consume online has been created by somebody else many times. Every brand wants to produce content that people will acknowledge and share. So, amid the massive repository of content on the internet, it takes a lot of effort to stand out.

Balancing Seasonal and Evergreen Content

Seasonal vs. evergreen content should not really be a question of which contributes better. Both types are necessary for your content and business marketing. Both content types contribute to brand awareness, establishing a brand, finding sales leads, or sales improvement. You have to balance how much you could and should post for each type.

It’s best to mix and match. Always aim to produce evergreen content as it brings genuine traffic to your website or social media pages. However, you need to take advantage of the topical content that comes along the way, especially if the concept is very close to the nature of your brand.

Lastly, it’s always quality over quantity. Don’t just measure how much output you could produce in a specified time, but also determine how much you could make in a period while ensuring great structure and quality.