In my last post, I covered the benefits of evergreen content marketing and gave some examples of different types of posts you can create. Today I’ll be covering two other categories of content marketing: Topical and Seasonal. female blogger Photo by Raw Pixel

What is Topical Content?

Topical content is content that is highly relevant, right now. This type of content has a shorter lifespan than evergreen content but brings in higher traffic over a short period of time. Some examples of topical content you can create include:

1. Conference and event guides

Examples may include: “What I Learned about AI at SXSW 2018” for someone in tech or “Must-See Guest Speakers at this Year’s High Point Market” for someone in interior design. Be sure to tag those you’re including in your guides and the event itself (if they have any official social media handles) and include relevant hashtags for maximum shareability. Pro-tip: On posts describing must-see events, you can drive lead generation through printable/photo versions of these guides for people to follow when they’re at events or promoting your own event and encouraging people to RSVP.

2. Perspectives on current events shaping your industry and affecting your business

Depending on your industry and who you’re targeting these types of posts can range from benign to downright controversial, so keep the message you’d like to deliver in mind when creating these types of posts. Some examples might include: How tax changes are affecting e-commerce retailers, how the me-too movement is affecting the PR industry, how the polar vortex is affecting tourism in Chicago, etc.

3. Embracing or sharing perspectives on current trends

I’m a little hesitant to stick this squarely in the topical content section since trends come and go. But in some cases, trends turn out to be more than that and have staying power. Nonetheless, without knowledge of the future, it’s important to strike while the iron is hot and take advantage of trends when you can. “Keto-friendly recipes for busy parents” for a personal fitness trainer is one example. As a Canadian, another one that comes to mind is the vast array of food related content I came across in the wake of cannabis legalization. “Best restaurants that deliver in ______” would work well for a local BIA or tourism group in this instance.

4. Infographics

If you’re the type of person who likes to express your creativity visually as opposed to writing, then this type of post should be right up your alley. Infographics are a great way to share stats and fun facts about what’s happening now in your industry and are highly shareable. They can also be very convincing. For example, a real estate agent could create an infographic to show that with industry trends, a desirable area may soon face price increases, encouraging people to start looking now. An information security company could use an infographic to highlight key vulnerabilities, encouraging people to start addressing these problems right away. Pro-tip: Canva has a ton of great infographic templates for free!

What is Seasonal Content?

The title is a bit more self-explanatory on this one. I like to think of this category as being somewhere in-between evergreen content and topical content. It’s highly relevant for a short period of time like topical content. Unlike topical content however, after its initial relevance period it can resurface and become relevant again over a longer period of time, like evergreen content. Some examples of seasonal content you can create include:

1. Anything holiday related

Holiday gift guides are a good example but think beyond that to things like: “Superbowl Party Recipes” for a local grocery store/food product companies or “How to throw a kid’s summer birthday party on a budget” and “Halloween Decor Ideas” for a craft store.

2. Reusable event guides

As opposed to the event guides listed in topical content, these guides shouldn’t focus on a specific instance of an event. Instead of “Must-see guest speakers at ____ 2019”, try “What to pack for _____.”

3. Anything else that is cyclical

A common cyclical event for many people is the back-to-school season. Many businesses can take advantage of creating content designed to make the transition from summer to school easier. For example, “Decorating your dorm room on a budget” for a home goods/decor retailer or “Healthy and quick school lunch ideas” for a parenting blogger.

Best of luck to you on your content creation journey!


alicia ward

Strategic Marketing Director

Niagara Falls, ON, Canada

With over 5 years in corporate marketing roles, freelance, and sales, Alicia found that building something of her own offered a level of flexibility and freedom that made the most sense with her goals and lifestyle. She loved the idea that she could create a business that she’d be able to grow wherever she went.At Wildernest, she’s working to give women the support and guidance to be the boss of their own companies and their own lives.

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