2 Types of Content Every Business Needs to Be Successful

When you’re creating content for your business, you’re likely thinking about converting readers into customers. That is the main goal, of course. But when we consider the marketing funnel, we know that we have to be our readers’ guides, bringing them through the funnel and leading them to the place of being ready to purchase from our brands. 

While we have to keep this marketing funnel in mind as we create our content strategies, we also have to be mindful of the types of content we’re presenting and promoting. Varying your content is a necessity in order to keep clients engaged and ensure they aren’t getting bored with the type of content you’re putting out there. 

We can get into the nitty-gritty of what makes up a good content piece, but before we dive into search intent, offering value, and calls to action, we have to start at a higher level. 

What types of content are you creating? What is its purpose? How relevant is it right now, and how long will it be relevant? If you’re not sure, let’s dive in. 

2 Types of Content That You Absolutely Need

Depending on who you talk to and what you enter into a Google search, you’ll find a variety of content types that experts say you need. But it all boils down to two main types of content: evergreen and timely.

Evergreen

Evergreen content is the content that you intend to live forever. It is not specific to any time period, season, or event. It will stay relevant long after it has been posted, and it should continuously drive traffic for a long time. 

The benefits of evergreen content include positioning your brand as an industry leader and establishing authority, driving traffic to your site and prospects to your marketing funnel, and improving your search rankings.

Some of the best evergreen content ideas include listicles, how-to guides, questions and answers, product reviews, and tips and tricks. Evergreen content should be written for beginners with everyday, common language so that anyone in your audience can understand it without industry knowledge or expertise. 

Timely

Timely content is, as you guessed, time-specific. It’s usually in reference to a current trend, an upcoming event, or public interest stories. It may address holidays, trending topics, or breaking news. Anything that reports information in real time is considered timely. 

It’s about showing your audience (and the search engines) that you’re up to date on what’s going on in the world and within your industry. 

Some examples of timely content include current promotions, upcoming sales, or product/service launches. While promotional material is an important part of your content marketing strategy, it’s important not to overdo it with these types of posts. Other timely content may include info about a specific holiday, such as a Christmas sale or stats about International Women’s Day. Timely content might discuss industry news or an up-and-coming trend in a relevant field. Any news stories or global events that impact your business or your customers is also timely content that should be explored within your strategy.

Balancing Evergreen and Timely Content

While both types of content are essential parts of your content strategy, it’s important to strike a balance between the two. Generally speaking, evergreen content should be prioritized and make up more of your content, but not so much that you’re neglecting timely content. 

As you’re planning your content in advance, it’s best to look ahead to certain holidays or events that you know will happen at a certain time and integrate some timely content into your plan from the start. But you also need to be willing to be flexible with your content scheduling. As events take place, trends change, and significant events happen, you’ll need to adapt and create timely content as the opportunity presents itself. 

The main thing to remember is that evergreen content will be consistently relevant, so it should regularly impact your search rankings and online presence. On the other hand, timely content will likely bring in bursts of traffic, but it will not have a long-term impact on your sustained rankings. 

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