I wrote a LinkedIn post on this very topic a while ago, and people seemed, at least, reasonably interested. So I thought I’d expand on it a little.
It is, IMO, a very good way of framing how you can generate real value from trends.
The value of our traditional (if we’re being fair, beige) utility content is on the way out. We had a good run, but the 2,000-word “What time is X” posts are, thankfully, done with.
Or at least should be.
We’re entering an era of SEO where we have to be better at marketing, where we have to think more critically about the value of our content and how it will be found.
TL;DR
- If you’re the first on the scene, cover the story effectively and quickly. Start the wave.
- Assess whether covering a trend with a straight news line is enough, or whether you should be “steering” the demand.
- Evergreen content isn’t dead by any means, but it requires more effort.
- You should be looking to create demand for your content and for your brand (personal or otherwise) by using this method.
Value Is Not What It Was
It’s fair to say the value we were able to generate a few years ago is dwindling. Particularly for more informational or comparison-type queries.
As of December 2025, AI Overviews reduce the organic click-through rate for position one content by 58%
If you’re still targeting queries easily answered and synthesized by AI platforms and content with no unique value or offering, you’re probably doomed.
But, Google Zero is a load of old rubbish.
It is still the biggest and most valuable platform for a huge percentage of brands. Well, in terms of direct value. People may not discover you via search, but when they come for you, you’d better be ready.
You’d better be doing something really good and different. Something with a bit of pizzazz.
Is Evergreen Content Doomed?
No. It just needs an overhaul. None of us needs to see another ultimate guide unless the creator(s) go the extra mile.
Does the extra effort still generate value? Real revenue?
I’ve seen some brilliant pieces of work recently where publishers have invested time and effort into creating something stand-out.
Real, legitimate experts. Video. User engagement. Creating something that gets people coming back. Using the opinions of bona fide experts. Evergreen lifestyle content taken to a level very few people are able to operate at.
However, straight explainers are, broadly, a difficult sell. I’m not sure they’ve been a great idea for audiences for some time, but there you are. Unless you’re creating something better than what’s out there, I’d really consider it.
These FAQ-type pieces may have done numbers a couple of years ago, but we can and should do better. They can be massively upgraded with a bit of unique…
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