Both are necessary for results. For the balance, I would say you need to set the SMART goals - what actually you want to accomplish through your marketing efforts. Then, plan ahead. For time-sensitive campaigns, check out the upcoming events your channels can gain benefit from and strategically use those to create content. For evergreen campaigns, figure out the key problems and pain points of your audience, and create content accordingly. Creating a content calendar is the best way to plan and keep track of your daily marketing activities to get the desired results.

Using future events to engage your target audience is an excellent way to engage in time-sensitive campaigns. Consider it a spice to your marketing strategy—whether it's industry conferences, seasonal trends, or market events. This content raises your brand's visibility & keeps you ahead.  Evergreen content is the foundation of your approach, providing value, resolving challenges, and establishing authority. Whether it's a how-to guide, a best practices blog, or case studies, evergreen content boosts your credibility. It provides ongoing help to your audience, regardless of when they experience it. If done right, both strategies balance each other: timely content creates urgency, while evergreen content fosters long-term trust.

Definir um calendário editorial é super importante para que se tenha uma constância na publicação de conteúdos para que não se tenha que de repente criar algo que provavelmente não terá o mesmo resultado de algo planejado.

To mix evergreen and timely content effectively, I create a balanced content calendar that incorporates both types. Evergreen content forms the foundation, providing long-lasting value by addressing core audience needs and relevant topics that remain useful over time. Timely content is layered in to capture trending topics, seasonal events, or industry news, ensuring the brand stays current and engaged with real-time conversations. I often repurpose evergreen pieces to tie into timely events, maximizing their reach. By integrating both, I maintain consistent traffic while staying responsive to immediate trends.

I believe a well-structured content calendar should be followed that includes key topical dates, detailed content plans, target audiences, key messages, and the engagement metrics to track performance. It should also outline a timeline for events across different platforms, ensuring content is aligned with specific goals and audiences. This approach ensures consistency of the brand tonality, relevance, and the ability to measure impact effectively across platforms.