Why Should You Write Topical Content?

When it comes to planning your content creation strategy, you need to take into account a number of things. Such as, who is it aimed at or what purpose is it for? Another question is, do you try and make it evergreen or topical content?

Evergreen content, as the name would suggest, is written so that that the piece is always useful. So our previous article “H2 tags. Why? What?”, would be a good example, as there are no dates within to age the piece. Whereas this piece is an example of topical content, as I am shortly going to make a segue into hashtags.
So today (06/06/16) #operawithfoodinthetitle was trending in the UK. Why? Well, there probably was a more valid reason than this, but I blame the oddly hot weather (it’s just not what you expect in the UK). This hashtag provoked a flurry of witty tweets and pictures, the image below Is the Royal Opera taking advantage of the tag and getting involved in the action.

topical content
The aim being to drive impressions on social media platforms, which in turn drives brand awareness. While latching onto a novelty hashtag, in all reality, drive clicks for many B2B operations, choosing industry relevant opportunities can be a great way to get your brand in front of the right audience. By creating truly topical pieces, you can garner engaged traffic to your website. This means that the users are potentially more likely to convert on their current and hopefully subsequent visits to your site.

By creating a mix of evergreen and topical pieces within your content strategy, you are ensuring that there is a healthy mix of branding awareness and adding value to your audience. Here at Ponya Content, we look to work with our clients to identify the target markets, so that our content can serve the purpose of the wider campaign.

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