The Difference Between Seasonal Copy and Evergreen Copy

by: Maria Wojciechowski

All creative content can be divided into one of two categories: Evergreen content or Seasonal Content. When drafting copy or creating content, it is important to know the difference between the two in order to make an educated decision on which route to take. So, here’s a ten-second crash course!

Seasonal Content

Seasonal, or Topical, content refers to any content that has an expiration date. This can include marketing materials for holidays, events, seasons, and yes, Covid-19 (we can hope!).

An example of seasonal copy would be:

“Christmas is approaching, and the best place to do your holiday shopping is at Mall of America.”

Evergreen Content

Unlike seasonal content, evergreen content, or timeless content, avoids topical references and remains relevant year-round.

An example of evergreen copy would be:

“When you want to find the best in food, fashion, and fun, all under one roof, come to Mall of America.”

Now, which is better? Well, the anti-climatic answer, they’re both good. Evergreen content will receive continuous traction, while seasonal content could bring your brand, blog, etc., a needed spike in engagement. Ideally, you should have a blend of seasonal content that gives you short-term buzz and evergreen content that will help you maintain it!

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