Informational sites can easily decline into a crisis of search visibility. No site is immune. Here are five ways to manage content to maintain steady traffic, increase the ability to adapt to changing audiences, and make confident choices that help the site maintain growth momentum over time.
1. Create A Mix Of Content Types
Publishers are in a constant race to publish what’s latest because being first to publish can be a source of massive traffic. The main problem with these kinds of sites is that publishing content about current events can run into problems, putting into question the sustainability of the publication.
- Current events quickly become stale and no longer relevant to an audience.
- Unforeseen events like an industry strike, accidents, world events, and pandemics can disrupt interest in a topic.
The focus then is to identify content topics that are reliably relevant to the website’s current audience. This kind of content is called evergreen content, and it can form a safety net of reliable traffic that can sustain the business during slow cycles.
An example of the mixed approach to content that comes to mind is how the New York Times has a standalone recipes section on a subdomain of the main website. It also has a category-based section dedicated to gadget reviews called The Wirecutter.
Another example is the entertainment niche which in addition to industry news also publish interviews with stars and essays about popular movies. Music websites publish the latest news but also content based on snippets from interviews with famous musicians where the musicians make interesting statements about songs, inspirations, and cultural observations.
Rolling Stone magazine publishes content about music but also about current events like politics that align with their reader interests.
All three of those examples expand their topics to adjacent topics in order to bulk up their ability to attract steady and consistent traffic that is reliable.
2. Evergreen Content Also Needs Current Event Topics
Conversely, evergreen topics can generate new audience reach and growth by expanding to cover current events. Content sites about recipes, gardening, home repairs, DIY, crafts, parenting, personal finance, and fitness are all examples of topics that feature evergreen content and can also expand to cover current events. The flow of traffic derived from trending topics is an excellent source of devoted readers who return to read evergreen content and end up recommending the site to friends for both current events and evergreen topics.
Current events can be related to products and even to statements by famous people. If you enjoy creating content or making discoveries, then you’ll enjoy the challenge of discovering new sources of trending topics.
If you don’t already have a mix of evergreen and ephemeral content, then I would encourage you to seek opportunities to focus on those kinds of articles. They can help sustain traffic levels while…
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