Are you content with your content strategy? Today, the content you offer consumers is just as important as the products or services you want them to buy. But what types of content go into building a successful content strategy?
In this post, we cover both evergreen content and trending content as well as the differences between the two. Plus, we explore why multilingual content is absolutely essential for marketing and prospecting your company.
What is evergreen content?
Evergreen content, as the name suggests, is designed to last. This type of content focuses on topics and themes that you expect will always be relevant to your readers, providing you with significant value and return on investment well into the future. Think of evergreen content like a staple meal—a peanut butter and jelly sandwich may not involve the rarest or most stylish ingredients, but people have been returning to this simple cornerstone for decades.
Evergreen content relies on search-engine optimization (SEO), using select keywords to ensure that your content will always rank high in search engines. It also aims to educate and inform potential readers. Examples of this type of content, therefore, can include case studies, how-to guides and demonstration videos, infographics, FAQs, checklists, industry glossaries, and other resources that will consistently draw potential clients—for instance, a real estate company might reasonably assume there will always be interest in a guide to buying one’s first home.
What is trending content?
Trending content, on the other hand, is content tied to a specific, fleeting moment in time. This type of content aims to leverage current trends into a sudden, but not usually prolonged, spike of consumer interest that can be converted into clicks, views, and buzz. To return to our kitchen analogy, evergreen content is like the TikTok food fad of the week; people may clamor to try out rainbow bagels or artisanal tinned fish, but they certainly aren’t eating them for every meal.
Trending content generally relies on social media and aims to go viral, often using hashtags, keywords, and social media interactions with key players to jump on trending topics. Seasonal content is an example of trending content, as are pop culture articles, current news pieces, podcast episodes, and short-form videos like Instagram Reels or TikToks. For instance, a real estate company might share a post about the top ten home decor trends in 2023.
Evergreen vs. trending content: why does it matter?
A sustainable content strategy needs to strike the right balance between evergreen and trending content because the two types complement one another.
Trending content is a great strategy for generating organic (and often free) word-of mouth about your brand and attracting new customers. At the same time, evergreen content is necessary for establishing authority and maintaining your customer base in the long term. Indeed, they work best together: many businesses use trending content to link back to evergreen content on their website, while the process of finding keywords for evergreen content (using tools like Google Trends) can also help spark inspiration for trending content.
Why do you need a multilingual content strategy?
As you’re incorporating both evergreen content and trending content into your marketing, don’t forget one of the most important elements of all: multilingual content. Research shows that almost three-quarters of global shoppers prefer online materials, such as product reviews, in their native language—and 40% won’t buy at all from a website in a different language.
Having multilingual content enables your business to expand far beyond the market of a single target language or country, taking advantage of more trends worldwide. Plus, making sure your evergreen content is available in multiple languages will increase consumer loyalty and brand awareness. Finally, it’s easier for your SEO content to rank high in non-English languages, since there are fewer competitors.
When building a multilingual content strategy, look for professional support that can combine industry-specific knowledge with outstanding language skills. At Trusted Translations, our experienced team can help you produce a wide range of multilingual content across the full range of content types.
Photo by Paul Pastourmatzis on Unsplash
