By the Market My Market content team, with insights from Anastasiya Raynor, Katie McLoughlin, and Brandi Nicklaus
Every month, our content team faces the same dilemma: do we write about what readers are searching for right now, or what they’ll still be searching for a year from today? Timely topics, like a seasonal promotion, a change in regulations, or a shift in how people use search, can bring a quick burst of attention. Evergreen topics, like what to expect at a first visit or how a process works, quietly earn traffic and trust long after they’re published. It can be tempting to lean heavily one way, but a calendar made up entirely of either tends to run into problems.
At Market My Market, our writers and strategists don’t treat this as a choice between the two. Instead, we look at each client’s specific audience, unique goals, and industry to concoct the perfect mix for them, and we revisit that balance as the year goes on to make sure the ratio still works.
Anastasiya Raynor — Content Strategy Lead
When I develop content calendars, I aim to balance evergreen topics that provide long-term SEO value with timely topics that reflect what’s happening in a client’s industry. Evergreen content typically serves as the foundation, focusing on common questions, core services, and relevant keywords that can consistently attract organic traffic. While I also look for opportunities to incorporate timely or seasonal content, I don’t believe in forcing a trending topic into a calendar simply because it’s generating attention. If a topic isn’t particularly relevant to the client’s audience, or the client doesn’t have a clear perspective to contribute, it’s usually better to focus on content that provides lasting value.
We typically plan content calendars a quarter at a time, which allows us to take a strategic approach while remaining flexible. I use Google Trends, industry news, client feedback, keyword research, and seasonal search patterns to identify opportunities worth pursuing. For example, certain topics may naturally become more relevant during specific times of the year, making them worth scheduling accordingly. Ultimately, my goal is to develop a content calendar that supports long-term organic growth while remaining responsive to timely opportunities that genuinely make sense for the client.
Katie McLoughlin — Content Specialist: Social Media
As the Social Media Lead, I try to balance evergreen and trending topics when creating social content for our clients. Often, this aligns with our content plans for blogs and pages, so trending topics posted on our clients’ websites also appear on their social media accounts to boost visibility and position them as industry leaders who keep up with what people are asking and discussing online. People may also be curious about certain topics at certain times of the year. For example, more parents may search for tips on preventing cavities and caring for their child’s teeth around Halloween, when they’re eating more candy than usual. With that in mind and with my own research on social media platforms, I incorporate trending topics into my social media content plans that encourage audiences to engage.
However, I also think about the fact that someone could encounter our clients’ social media at any time, so it’s still important to incorporate evergreen content that people always look for and answer questions people have all year round, like what insurance a practice accepts, what services they offer, and what they can expect during treatments and procedures. This balance helps create well-rounded social media platforms that appeal to loyal followers and potential new patients and clients.
Brandi Nicklaus — Content Specialist: Generative Content
When planning content for dental, legal, and medical clients, I think about how a current event or seasonal concern can connect to a question people will continue asking throughout the year. For example, a timely dental topic might cover how to protect your teeth during the holiday season, while an evergreen piece could explain how cavities develop and when to see a dentist. In the legal space, a change in state law might create an opportunity for timely content, while a broader explanation of how a personal injury claim works will remain useful to readers long after that change. Looking at both angles helps us create content that speaks to what audiences are interested in now without overlooking the questions they consistently need answered.
Generative AI can help me explore those connections during the brainstorming process. I can use it to identify related questions, consider different angles, and find ways to approach familiar topics without repeating the same information. This is especially useful in industries where people often have ongoing questions about their health, treatment options, or legal rights. The goal is to make sure the monthly calendar reflects both what people may be searching for today and the practical information they’ll still need months or years from now.
Build a Balanced Content Calendar With Market My Market
Timely topics earn attention while a subject is in the spotlight, and evergreen topics keep answering the same questions for readers long after publishing. A calendar built on only one of the two leaves something on the table. All timely content fades quickly, and all evergreen content can feel disconnected from what your audience is dealing with this month. The right mix depends on your audience, goals, and industry, and it should be reviewed throughout the year so it keeps working as search habits and seasons change.
At Market My Market, our content team builds calendars around that balance for dental, legal, medical, and veterinary practices so every client gets a customized plan. If you want a content strategy that speaks to what your patients or clients are searching for today while building trust for the years ahead, contact our team to start planning your content calendar.