Ultimate dilemma: evergreen content or trending topics?
The smartest creators don’t pick sides but do this instead…
You finally hit publish on your article.
It’s smart
It’s deep
It’s timeless
You know it could help people for years to come.
Then you check the stats: 6 likes. 2 views. No comments.
Meanwhile, someone posts a quick take on the latest viral trend and gains 1,000 views in a day.
You're left wondering, “Am I doing something wrong?”
That’s the creator’s dilemma: Do you focus on evergreen content that stands the test of time? Or do you chase trending topics that grab attention right now?
If you’ve struggled with this, you’re not alone.
But know that, you don’t have to choose one. You just need to know when — and how — to use both.
The content war: Timeless vs. Timely
👉 Evergreen Content
Content that stays relevant for months or years.
Think: “How to Start a Newsletter on Substack”, “Best Productivity Tools” “5 Writing Tips for Ghostwriters”
It builds your authority. It creates long-term value.
It keeps showing up in search results.
It gets shared, not because it’s trendy, but because it’s useful.
But there’s a catch.
Evergreen content often grows slowly. It doesn’t “go viral” and it may feel like no one’s noticing you at first.
👉 Trending Topics
Content tied to current events, viral moments, or hot debates.
Think: “AI tools you NEED to try in 2025”, “What Elon Musk just said about remote work”, “Taylor Swift’s marketing strategy decoded”
This stuff gets eyeballs and clicks as it taps into what people are already paying attention to. But… it dies fast.
Trending posts can spike today and disappear tomorrow.
So what’s the right move?
The wrong belief: that you have to choose
Most creators fall into one of two traps:
1️⃣ The evergreen purist
“I’m building long-term trust. Trends are noise.”
They post deep, thoughtful work…and wonder why their content doesn’t grow. Even if their ideas are solid but their timing is off. Because the truth is attention comes first. No one can read your timeless masterpiece if they don’t see it.
2️⃣ The trend chaser
“I just need to go viral — the rest will follow.”
They ride trends, chase news cycles, and live in the moment. They get attention… but it rarely leads to loyalty. Because people can smell fluff. And if your message lacks substance, the audience moves on.
Build like an investor
If you treat your content like a stock portfolio, everything changes.
Smart investors don’t put 100% into risky plays. They also don’t leave everything sitting in bonds. Instead, they balance short-term and long-term returns.
Apply the same logic to your content.
Evergreen content builds trust, reputation, SEO, depth while trending topics gain reach, visibility and momentum.
One builds depth. The other builds reach.
You need both.
Trending gets you seen and evergreen keeps people coming back. Use trends as hooks to lead people into your core message. Now, you’re timely and valuable.
You’re not reacting for attention. You’re using trends as a bridge.
Strategies to win both games
1️⃣ Define your core message
Ask yourself: “What do I want to be known for 3 years from now?”
This is your foundation, your evergreen zone.
Mine, for example, is about mindset, clarity, and creator growth, so everything I write — trending or not — points back to that.
2️⃣ Choose 3 evergreen pillars
Pick 3–5 timeless topics you can go deep on.
“How to Build a Writing Habit”
“Systems for Consistency”
“Mastering Focus in a Noisy World”
Create long-form content for each. These will be your assets. You’ll link back to them. You’ll reuse them. You’ll build around them.
3️⃣ Monitor trends that align with your message
Trends are useless unless they serve your readers.
What’s happening in the world that relates to what I teach?
What’s going viral that I can explain with depth?
What do I observe that’s in front of me and relevant to others
Set aside some time per week to scroll social media for ideas. You don’t need to jump on every trend, just the ones that connect to your voice.
4️⃣ Publish on a weekly rhythm
Commit to a regular publishing schedule. When things pop up, or you’re interrupted by stuff in your life, having this commitment will keep your writing going.
This keeps your feed active, strategic, and layered. You’re building day by day, week by week, month by month.
Be in front of your readers
Visibility gets you in the writing arena and value keeps you there.
You can’t inspire anyone if they never find you and you can’t keep them around with fluff. That’s why you need both.
Evergreen to show depth
Trending to stay visible
A system to keep it sustainable
The goal isn’t to go viral. The goal is to go forever.
Because the smartest creators don’t choose between timeless and timely.
You connect both and create a legacy.
Dare to fail so you can dare to win - Moon AricaExpand your comfort zone here, tell me your thoughts:
Have you decided on your content pillars?
Do you only create evergreen / trending content, or both?
More on writing:
Thanks for reading!
This is a good strategy. When I was a social media manager at the advent of social media, we had an 80/20 rule. Post 20 percent about yourself and your company, and 80 percent about others, special interests, human interest, etc. Over the years it has evolved, and the thing now is influencers who post 99% about themselves, and still manage to get millions of followers. Everything changes. As a writer I just want to write what moves me. If it moves someone else, so much the better. I honestly don't care about growing followers, but I admit, I like it when it happens. Thanks for the shout out, Moon. I got about half a dozen from there (so far). Love, Virg
It's a tough choice. I used to write boxing articles, when I would speak about present fights and names, the views would balloon, and the likes too.
Then, once in a while, I would write articles about my philosophies, and those would have only a few views and likes.
So this is how it is, good and bad.