When it comes to content marketing, there are two major players: evergreen content and viral content. Both can play a vital role in growing your brand, but they have very different lifespans and impacts.
Let’s break down what each type of content is, how they differ, and which one suits your marketing goals.
What is Evergreen Content?
Evergreen content refers to articles or blog posts that remain relevant and valuable over time. Just like an evergreen tree stays green year-round, this type of content continues to bring traffic long after it’s published.
Why It Matters:
Evergreen content is the backbone of a long-term SEO strategy. It builds a steady stream of organic traffic, and according to Ahrefs, evergreen content generates 40% more website visits over time than non-evergreen posts.
Examples of Evergreen Content:
- “How-To” Guides
- Product Reviews
- Industry Best Practices
- FAQs
What is Viral Content?
On the other hand, viral content is designed to gain quick, massive attention in a short period of time. These posts are often timely and tap into current trends or emotions, generating a spike in traffic through social shares.
Why It Matters:
A well-crafted viral post can boost your brand’s visibility overnight. BuzzSumo found that viral content gets shared up to 8x more than regular content, making it a powerful tool for rapid exposure.
Examples of Viral Content:
- Trending Memes
- Breaking News Stories
- Controversial Opinion Pieces
- Challenges or Competitions
Which One is Right for Your Strategy?
Both evergreen and viral content have a place in your marketing strategy. However, the choice depends on your business goals.
When to Focus on Evergreen Content:
- Long-Term Growth: If you’re looking to build a reliable source of traffic over time, evergreen content is the way to go. It keeps attracting visitors long after it’s published.
- SEO Strategy: Evergreen content is crucial for improving your search rankings. It’s a staple for anyone aiming to increase organic traffic.
When to Focus on Viral Content:
- Brand Awareness: If you’re trying to get your brand noticed quickly, viral content is a great tool. It can spread like wildfire, bringing in large numbers of visitors.
- Social Engagement: Viral posts excel at generating likes, shares, and comments. If your goal is to increase social engagement or capitalize on a trend, viral content can give you a big push.
Insights: How Each Type Impacts Your Marketing
- Evergreen Content: Builds authority and provides ongoing value. HubSpot reports that 70% of their blog traffic comes from posts published over a month ago, proving the staying power of evergreen content.
- Viral Content: Can boost your brand’s visibility instantly. A study from BuzzSumo showed that viral posts generate up to 100x more shares than average articles, making them valuable for quick exposure.
Combining Both for a Balanced Strategy
Why choose one when you can have both? A smart content strategy combines the steady growth of evergreen content with the rapid reach of viral content.
Here’s how to do it:
- Base Strategy on Evergreen: Publish in-depth guides, tutorials, or resources that answer common questions in your industry.
- Sprinkle in Viral Content: Keep an eye on trends and capitalize on timely events or challenges to boost short-term traffic.
By combining both types, you create a solid foundation while also reaping the benefits of trending content when the opportunity arises.
Conclusion
When deciding between evergreen and viral content, remember: that they serve different purposes but complement each other well. Evergreen content gives you lasting value, while viral content offers a quick surge of attention. The key is knowing when to use each.
For long-term success, make sure to prioritize evergreen content, while occasionally jumping on viral opportunities to maximize your reach.
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