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Why your content should be both timeless and timely

Posted 2 years ago by Skimlinks

The saying “content is king” became ubiquitous for good reason – it’s true! And it’s not just us writers who feel this way, the latest research backs up the tried-and-true mantra. The 2014 SEO Ranking Factors and Rank Correlations report found that “nothing is more important to optimal SEO as high quality, relevant content.” With 329 million people viewing blogs monthly and spending more than 50 percent of their time reading online content, you want to make sure the content you’re creating is pretty darn good. So how do you do it?

In the competitive field of online publishing, there are two great strategies you can take when developing commerce-related content to make you stand out: Creating quality timely and timeless content.
Timely vs Timeless Content

Timely Content

So what is it exactly? Well timely content is content that’s very valuable to a reader but only for a limited amount of time, i.e. articles about sales, product launches, coupon codes, etc. So the sweet sale that Shopbop is having, offering 20% off your total purchase would be a great topic to cover. The key to this content is to publish the information in a yep you guessed it – timely – manner that will give your readers time to make use of the sales or coupons you mention.

Some examples:

Timeless Content

Timeless content – also known as evergreen content – on the other hand is content that remains valuable to readers for an extended period of time and can also be updated regularly to remain useful and relevant for years to come. Just like diamonds, if done correctly timeless content can last you (almost) forever. Common types of timeless content are Top 10/Best Of articles, product reviews and buying guides.

Some great examples:

Because timeless content has long-lasting appeal, it can also be refreshed regularly to ensure that all product links lead to items that are still in stock, available, etc. This way your readers are happy to be able to purchase items directly from your site and you as the publisher have kept the monetization line open. Everybody wins!

So there you have it, folks, a brief intro into timely vs. timeless content and why these oldies but goodies in the content world should be a critical part of your overall content strategy. Using a fine balance of both is a fantastic way to keep your readers engaged and also offers potential ways to implement a content-to-commerce strategy.

We hope these posts on commerce-related content have been useful and you can apply the Best Practice Guide tips to your site. Check out all the blog posts in the series:

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