Chase Trends or Build Long-term Value?

B2B blogs often lean too far in one direction:

→ All evergreen = solid SEO but no insight
→ All trending = short spikes, no staying power

The real growth happens when you mix both with purpose.

Here’s how to make it work:

Evergreen = long-term traffic + trust

These are the posts that keep working months after they’re published. For example:
“How to build a B2B content funnel” or
“Best CRMs for SaaS teams.”

They rank, get shared, and build authority over time, especially when refreshed regularly.

Make it work:

• Build content clusters around your core services or ICP pain points

• Use internal links to boost time-on-site and reduce bounce

• Refresh stats, CTAs, and screenshots every 3–6 months

Trending = short-term spikes + relevance

These ride the wave of what’s hot. Could be a LinkedIn algorithm change, a new AI tool, or a viral framework your ICP is suddenly obsessed with.

Use them to show you’re plugged in and have a POV.

Make it work:

• Jump on news fast — but add your take, not just a summary

• Repurpose into carousels, videos, or newsletters while the buzz is fresh

• Always tie it back to your ICP or product

Combine both for max impact

Trends bring the clicks. Evergreen builds compound growth. Together, they create sustainable traction.

Example:
Post: “How OpenAI’s latest release will change B2B marketing”
Follow-up: “Guide to using AI tools in your content workflows”

The Fully Content Mix:

✅ 70% evergreen → steady SEO wins
✅ 30% trending → timely visibility
✅ 100% intentional → no wasted effort

Before You Go...

✍️ Writing Tip of the Week

Don’t just say what’s trending. Say why it matters.

Example:
Instead of “LinkedIn just launched native articles,”
say “LinkedIn’s native articles now give your posts more reach. Here’s how to use them to drive traffic without a blog.”

Readers remember insights, not headlines.

I’ll see you next Tuesday!

Stay Fully Content,
Nikita