Ideally your blog is newsworthy and informative. After all, most people will likely read and/or subscribe to it because you are providing insights and expertise on topics that are of high importance to their daily work or lives. Developing and maintaining your blog’s content calendar can be overwhelming. With a target goal of posting 3-4 times per week and no crystal ball to predict news or time sensitive updates well in advance, how can you be expected to succeed? The key to a well-balanced blog schedule is evergreen content.
Just as the name implies, “evergreen content” is topically relevant no matter the season or time or year and regardless of what’s happening in the news. Whether you map out your blog posts one month, three months, or longer in advance you can always count on these topics to be relevant anytime you plug them into your publishing calendar.
So where should you start? Honestly, it doesn’t matter if you work forwards or backwards with your evergreen topics; for example’s sake, let’s take a backward approach.
Whenever such things occur, write and publish your blog posts – letting your evergreen content “carry forward” to the next empty slot, knowing that it can “go live” anytime without any disruption to your Content Marketing plans.
Blog editorial calendars are only as successful as your ability to juggle time-centric content and evergreen topics effectively. If you rely too heavily on news and don’t plan for the light news days you’ll be scrambling to write new, fresh content in a pinch. If you have a nice reserve of evergreen content to pull from – and push off to later, when needed – at any time, then you can easily navigate when there’s an abundance of news and when there’s a dry spell.