Everything topical has a shelf life measured in days. Build a calendar entirely out of it and you have signed up to produce it forever, at the same rate, with no reserve.
The two kinds
- Seasonal — a launch, a holiday, a reaction, an announcement. High attention, short life
- Evergreen — how something is done, why it is done that way, the thing you explain to every new customer. Lower peak, indefinite life
Why the second kind is the safety net
A month arrives where nothing is happening and you are exhausted. If half your calendar is evergreen, half your calendar is already written — and the one thing worse than a quiet month is a silent one.
A ratio worth trying
Roughly half and half, with the evergreen half written in advance and queued. Not because the mix is magic, but because it is the point where topical work stops being compulsory.
Evergreen does not mean bland. The most durable posts are usually the most specific: one clear answer to one real question somebody asked.