In the dynamic landscape of digital marketing, local businesses face the constant challenge of attracting and retaining customers. A robust content marketing for local business strategy is paramount, but the question remains: how do you strike the right balance between evergreen and trending content? 

This article delves into the intricacies of both approaches, providing actionable insights to help you build a sustainable and impactful online presence.

For foundational information on how to build a great local content marketing strategy, refer to this article, Understanding Local Content Marketing.

Craft Lasting Value: Evergreen Content Marketing for Local Business

What exactly is evergreen content? It’s the bedrock of long-term content marketing for local business strategy. Think of it as a reliable, consistent source of information that remains relevant regardless of the current news cycle. It’s the “how-to” guides, the destination deep dives, and the fundamental explanations that continuously attract and engage your target audience.

Benefits of Evergreen Content:

• Consistent Traffic: Evergreen content provides a steady stream of organic traffic, ensuring your website remains visible over time.   
• Improved SEO: By targeting consistently searched keywords, you enhance your local search rankings, making it easier for potential customers to find you.   
• Long-Term ROI: Evergreen content requires less frequent updates, delivering a higher return on investment compared to fleeting trends.   
• Authority Building: High-quality, in-depth evergreen content establishes your business as a trusted authority in your local community.   

Formats and Examples for Local Businesses:

• How-To Guides: Offer practical advice related to your industry. For a local hardware store, this could be “How to Prepare Your Garden for Spring.”
• Destination Guides: For a local restaurant, create a “Guide to Local Foodie Hotspots” or for a tourism-focused business, “Best Hiking Trails in [Your Town].”
• FAQs and Glossaries: Address common customer questions and define industry-specific terms.
• Customer Testimonials: Share compelling stories from satisfied customers to build trust.
• Local Insider Guides: Offer valuable tips and recommendations specific to your neighborhood or city.

Local SEO Power of Evergreen:

By consistently including your neighborhood, town, or city name in your evergreen content, you reinforce your local presence to both customers and search engines. Focus on People, Places, and Things that are local to your business.

Creating Effective Evergreen Content:

• Choose timeless topics that resonate with your target audience.
• Use simple, clear language that is easy to understand.
• Create in-depth, high-quality content that provides genuine value.
• Regularly update your content to ensure accuracy and relevance.   
• Use the “Blogger’s Dozen” method to create 13 core brand-building blog posts.   

Capture Attention Now: Trending Content for Local Business

While evergreen content builds a solid foundation, trending content injects immediacy and excitement into your content marketing for local business strategy. This type of content capitalizes on current events, popular topics, and viral trends, generating a quick surge in traffic and engagement.   

Benefits of Trending Content:

• Rapid Traffic Spikes: Trending topics can drive a significant influx of visitors to your website.
• Increased Social Media Engagement: Timely content is more likely to be shared and discussed on social media.   
• Enhanced Brand Visibility: Capitalizing on trending topics can expose your brand to a wider audience.   

Formats and Examples for Local Businesses:

• Local Newsjacking: Incorporate local news events into your content to leverage public interest.
• Seasonal Promotions: Create content around holidays, local festivals, and seasonal trends.
• Social Media Challenges and Memes: Participate in relevant trends to connect with your audience.
• Short, Engaging Videos: Produce quick videos addressing current topics or showcasing your business in a trendy way.

Newsjacking with Caution:

• Be mindful of the sensitivity of current events and avoid exploiting tragic or controversial topics.
• Focus on positive and relevant trends that align with your brand values.

The Power of Balance: Authoritative, Helpful, and Interesting Content

The true magic of successful content marketing for local business strategy lies not in choosing between evergreen and trending content, but in understanding their complementary roles. Each type fulfills a distinct purpose, and when strategically combined, they create a powerful synergy that benefits both your audience and your business.

Why the Dichotomy Matters:

• Building Authority and Trust (Evergreen): Evergreen content establishes your business as a reliable and knowledgeable source of information. It demonstrates your expertise in your field, fostering trust and credibility with your audience. When potential customers consistently find valuable, in-depth answers to their questions on your website, they are more likely to view you as an authority.   
• Staying Relevant and Engaging (Trending): Trending content keeps your brand current and relevant in the fast-paced digital landscape. It shows that you are aware of and responsive to the latest developments in your industry and community. By tapping into popular conversations and trends, you can capture the attention of a wider audience and spark immediate engagement.   
• Providing a Comprehensive User Experience: A well-balanced content strategy caters to diverse audience needs. Some users are seeking in-depth, long-term solutions, while others are interested in the latest news and updates. By offering both evergreen and trending content, you create a comprehensive user experience that satisfies a broader range of interests and intent.
• Maximizing SEO Potential: Evergreen content drives consistent organic traffic through targeted keywords while trending content can generate valuable backlinks and social media shares. This combined approach maximizes your SEO potential, improving your visibility in local search results.   
• Creating a Dynamic Brand Narrative: Evergreen content tells the story of your business’s core values and expertise while trending content showcases your adaptability and responsiveness to the present moment. Together, they create a dynamic brand narrative that resonates with your audience and sets you apart from the competition.
• Helpful Content Creation: Evergreen content offers helpful information to consumers that can be used for years to come. Trending content offers helpful information about current events that can affect consumers.   

In essence, evergreen content builds the foundation of your content strategy, providing enduring value and establishing your authority. Trending content adds the spark, keeping your brand fresh and engaging. This relationship is crucial for creating a content ecosystem that is both informative and compelling.

Find Your Perfect Blend: Balancing Content Types

The key to successful content marketing for local business strategy lies in finding the right balance between evergreen and trending content. A recommended ratio is to produce approximately ten pieces of evergreen content for every one piece of trending content.

Strategic Implementation:

• Content Calendar: Develop a comprehensive content calendar that includes both evergreen and trending topics. Allocate specific times for evergreen content creation and remain flexible to capitalize on emerging trends.
• SEO Optimization: Optimize both types of content for search engines. Use long-tail keywords for evergreen content and timely keywords and hashtags for trending content.
• Local Distribution: Share your content through local social media groups, community forums, email marketing, and partnerships with other local businesses.
• User-Generated Content: Encourage customers to leave reviews and create content about their experiences to build trust and engagement.
• Measurement and Analysis: Track key metrics, such as website traffic, social media engagement, and local search rankings, to evaluate the performance of your content and refine your strategy.   
• Leverage AI: Consider utilizing AI tools to streamline content creation and generate ideas.

A Balanced Approach to Local Business Content Marketing

By strategically balancing evergreen and trending content, you can create powerful content marketing for local business that drives sustained growth and engagement. Embrace the reliability of evergreen content while seizing the opportunities presented by timely trends. 

Remember, a well-rounded content strategy positions your business as a trusted authority and keeps you top-of-mind for your local customers. 

Don’t let your content strategy fall behind. Take advantage of our free strategy consultation to discover how we can help you achieve your local SEO goals.