Every content marketer faces a familiar question: should you focus on creating timeless, evergreen pieces or ride the wave of trending topics? Both have undeniable power—but they serve different purposes. Evergreen content provides steady, long-term visibility, while trending content captures short bursts of attention and virality.
The most effective digital strategies combine both. In a competitive online landscape like the Philippines, where consumer behavior evolves quickly, striking the right balance between sustainability and relevance can make or break your visibility.
Evergreen content—like “How to Apply for a Business Permit in the Philippines”—stays valuable for years, continuously attracting organic traffic. On the other hand, trending content—like “The Impact of TikTok Shop on Local Retailers”—can boost engagement fast but fades quickly once interest drops.
In this guide, we’ll explore how to blend both approaches effectively: understanding their unique benefits, aligning them with your SEO goals, and planning a content calendar that delivers both short-term spikes and long-term growth. Whether you’re managing your own blog or collaborating with experts in SEO services, this strategy ensures your content ecosystem remains strong, adaptive, and profitable.
1. What Is Evergreen Content?
Evergreen content refers to articles, guides, or resources that remain relevant long after publication. Like evergreen trees that stay green year-round, this content maintains steady traffic and value regardless of time or season.
Examples include:
- “How to Start a Small Business in the Philippines”
- “Tips for Saving Money on Electricity Bills”
- “Beginner’s Guide to SEO”
These topics answer ongoing needs rather than short-lived curiosities. They are ideal for building authority and sustaining consistent organic growth.
Representative example: A Cebu-based accounting firm wrote a guide titled “How to Register a Business with the BIR.” Despite being published three years ago, it still ranks on Google’s first page and drives hundreds of monthly visits.
2. What Is Trending Content?
Trending content focuses on topics currently making waves in your industry, community, or culture. It taps into what’s fresh and relevant now—often inspired by news, social media trends, or viral events.
Examples include:
- “How AI Tools Are Changing Content Creation in 2025”
- “The Rise of Eco-Friendly TikTok Brands in the Philippines”
- “Google’s Latest Algorithm Update: What Marketers Should Know”
The main advantage of trending content is speed—it attracts quick engagement and visibility, especially on social media. However, its traffic lifespan is typically short-lived.
Representative example: A local fashion retailer published “Top 2024 Holiday Outfit Trends from Filipino Influencers.” The post tripled their December traffic but dropped significantly after the holidays ended.
3. The Key Differences Between Evergreen and Trending Content
While both serve unique functions, their differences lie in their purpose, performance, and lifespan.
- Evergreen content builds authority and sustains traffic over time.
- Trending content generates buzz and rapid engagement in the short term.
- Evergreen content is slower to take off but lasts longer.
- Trending content peaks quickly but declines fast.
An ideal content plan leverages both to ensure you’re relevant today and discoverable tomorrow.
4. Why Evergreen Content Should Form the Foundation of Your SEO Strategy
Search engines favor consistency. Evergreen content signals to Google that your site provides enduring value. Over time, it accumulates backlinks, builds topical authority, and brings in passive traffic even when you’re not publishing new material.
Benefits include:
- Stable organic traffic year-round
- Stronger ranking potential for high-value keywords
- Continuous lead generation
- Lower content production stress
Representative example: A Davao-based law firm published “How to File for Annulment in the Philippines” in 2020. With annual updates, the article still ranks highly and drives consultation inquiries every month.
5. The Power of Trending Content in Brand Visibility
Trending content, while short-lived, keeps your brand relevant and adaptable. It shows that you’re plugged into current conversations and consumer interests. This type of content performs well on platforms like Facebook, X (formerly Twitter), and TikTok—where timeliness determines reach.
When executed correctly, trending content can:
- Increase social media visibility
- Improve brand recall
- Attract new audiences who might not find you through search
- Position your brand as forward-thinking and engaged
Representative example: A Manila tech blog capitalized on the “AI Image Generator” trend by creating tutorials and ethical discussions. The surge in shares and backlinks boosted the domain’s authority and lifted rankings for its evergreen tech guides.
6. The Ideal Ratio: How Much Evergreen vs. Trending Content to Create
A balanced content plan typically follows the 70/30 rule—around 70% evergreen and 30% trending content. This ensures long-term SEO health while keeping your brand visible during viral moments.
The ratio can shift depending on your industry:
- News & Entertainment: 50/50 (fast-paced, time-sensitive)
- Education & B2B: 80/20 (focus on credibility and evergreen relevance)
- E-commerce: 60/40 (seasonal trends + consistent buying guides)
Representative example: A Philippine skincare brand used a 70/30 mix—posting evergreen guides about skincare routines alongside trending TikTok hacks. The combination attracted stable organic traffic while maintaining active engagement.
7. How to Identify Evergreen Topics for Your Industry
Finding evergreen topics begins with understanding your audience’s recurring needs. Focus on questions that never expire—those your readers will still be asking next year.
Use tools like Google Keyword Planner, Ahrefs, or AnswerThePublic to identify consistent search queries. Check Google Trends to ensure the topic has stable interest over time.
Examples of evergreen topics in different industries:
- Real estate: “How to Choose a Condo in Metro Manila”
- Healthcare: “Common Causes of Hypertension”
- Finance: “How to Improve Your Credit Score in the Philippines”
Representative example: A Makati-based HR firm created a resource hub on “Labor Laws in the Philippines.” Updated quarterly, it continues to drive consistent organic visitors from HR professionals and business owners.
8. How to Spot and Leverage Trending Topics Quickly
Trending content relies on timing. The faster you create and publish, the higher your chance of riding the momentum.
Here’s how to stay ahead:
- Monitor trending hashtags on social media platforms.
- Follow Google News and industry newsletters.
- Use BuzzSumo to track viral content in your niche.
- Collaborate with influencers or thought leaders early in a trend.
Speed is everything. Aim to publish within 24–48 hours of a topic’s rise. A delay of even a few days can cause you to miss the wave entirely.
Representative example: During a national power outage, a Cebu-based generator supplier posted “Tips for Power Conservation During Blackouts.” It went viral in local Facebook groups, bringing in thousands of clicks within 48 hours.
9. How Evergreen and Trending Content Work Together
The most successful brands combine both formats strategically. Here’s how they complement each other:
- Trending content draws new audiences to your website or social pages.
- Evergreen content retains them by offering value beyond the initial trend.
- The combination keeps your brand top-of-mind and your website performing steadily.
For example, if you publish a trending post on “Top Filipino TikTok Fitness Creators,” you can link it to your evergreen article, “Beginner’s Guide to Home Workouts.” This cross-linking ensures that new visitors continue exploring your site even after the trend fades.
Representative example: A fitness influencer blog in Quezon City paired trending posts about “New Fitness Challenges 2025” with evergreen content about “Workout Meal Plans.” The pairing kept engagement high even after the challenge hype ended.
10. How to Build a Balanced Content Calendar
A smart content calendar ensures your team produces both evergreen and trending pieces consistently.
Steps to follow:
- Plan evergreen content quarterly: Identify timeless topics and schedule them in advance.
- Reserve flexible slots for trends: Leave 1–2 open publishing days per month for timely posts.
- Repurpose trends: Turn viral topics into evergreen updates later (e.g., “Top 2024 Trends That Will Last Beyond 2025”).
- Track performance: Use Google Analytics or Search Console to measure which content drives consistent results.
Representative example: A digital marketing agency in Pasig created a 3-month calendar mixing evergreen topics like “SEO Basics for Beginners” with trending ones such as “How the New Google Update Affects Filipino Businesses.” The balance kept their traffic curve smooth year-round.
11. Updating Evergreen Content for Longevity
The key to keeping evergreen articles relevant is regular maintenance. Set a schedule to revisit them at least twice a year to refresh examples, data, and images.
Update titles to reflect current years (“2025 Edition”) and check for broken links or outdated statistics. Doing so not only keeps readers informed but also signals to Google that your content remains active.
Representative example: A BPO blog refreshed its “Work-from-Home Productivity Tips” every six months. By adding new software tools and updated statistics, it maintained first-page rankings for over two years.
12. Measuring the Impact of Your Evergreen and Trending Mix
Track both content types separately to understand their value.
Measure evergreen success through:
- Organic traffic stability
- Backlink accumulation
- Keyword rankings
Measure trending success through:
- Social shares and comments
- Referral traffic spikes
- Short-term lead generation
By analyzing both, you can adjust your future ratio and resource allocation. For instance, if evergreen content drives consistent leads while trending posts increase brand mentions, maintain both but allocate different KPIs for each.
Representative example: A Manila-based e-commerce company found that evergreen “Product Care Guides” brought 60% of organic traffic, while trending “Unboxing Challenges” drove 80% of social engagement. They balanced efforts accordingly for maximum impact.
13. The Role of SEO in Managing Both Content Types
Evergreen and trending content both depend on SEO—but in different ways. Evergreen content benefits from keyword stability and long-term backlinking. Trending content, meanwhile, thrives on fast indexing and social virality.
Optimizing both requires strategic planning:
- Use structured headings (H2, H3) and strong metadata for evergreen posts.
- Leverage schema markup and real-time updates for trending articles.
- Build internal links between both to strengthen crawl paths.
Partnering with a digital team that provides professional SEO services ensures that every piece—whether long-term or time-sensitive—is fully optimized for visibility and performance.
Conclusion
Balancing evergreen and trending content is about combining stability with adaptability. Evergreen posts build a lasting foundation for organic growth, while trending topics bring bursts of attention that keep your brand visible in real time.
The secret lies in planning both deliberately: producing timeless guides that stay relevant for years while staying nimble enough to join important conversations. Together, they create a rhythm of consistent growth and timely engagement.
To sustain this balance, regularly update your evergreen assets, analyze traffic trends, and plan content calendars that leave space for flexibility. Collaborating with experts who specialize in SEO services can help refine this strategy further—ensuring your content remains not just searchable but genuinely impactful.
When done right, evergreen and trending content don’t compete—they complete each other. One keeps your brand rooted; the other keeps it alive.
