Evergreen vs Trending: A Budget Allocation Framework

The Perennial Budget Debate

Every quarter, executive teams face the same tension. Marketing wants to test fresh, trending opportunities. Sales wants tools that move the pipeline faster. Operations wants predictability. Leadership wants efficiency.

The debate typically comes down to budget: do we fund the campaigns that generate attention right now, or do we invest in content and assets that will pay off steadily over time?

The truth is, both evergreen and trending content matter. But without a framework, companies risk overspending on short-lived buzz or underinvesting in assets that compound over years. For growth-focused executives, the key is balance—anchoring every dollar to its expected contribution to revenue and ROI.

Defining the Two Sides: Evergreen vs Trending

Evergreen Content

Evergreen content is designed for longevity. It solves persistent ICP pain points and continues to drive engagement long after launch.

Examples:

• “The Executive Guide to Proving Marketing ROI”

• “How to Automate CRM Adoption Across Teams”

• “Why Forecast Accuracy Breaks Down and How to Fix It”

Strengths:

• Compounds in ROI over time.

• Fuels SEO, sales enablement, and nurture campaigns.

• Can be updated annually for continued relevance.

Weaknesses:

• Requires upfront investment in depth and quality.

• Results compound slowly—may not satisfy short-term needs.

Trending Content

Trending content capitalizes on current events, industry shifts, or viral moments. It grabs attention quickly, builds brand presence, and positions a company as “in the know.”

Examples:

• Commentary on the latest AI product release.

• Hot takes on industry regulation changes.

• Campaigns tied to cultural or seasonal events.

Strengths:

• Generates immediate visibility and engagement.

• Positions leadership as agile and relevant.

• Opens doors for new audiences.

Weaknesses:

• Short shelf life—content loses value quickly.

• Harder to tie directly to pipeline or revenue.

• Requires constant resourcing to maintain relevance.

Why This Matters for Executives

Executives aren’t just choosing content types—they’re choosing how the company invests in growth. Poor allocation means:

• Too much trending: wasted spend, high churn of attention, low compounding ROI.

• Too much evergreen: lack of visibility in fast-changing markets, missed opportunities to engage.

The right balance ensures every dollar invested in marketing aligns with revenue rocks, builds trust with ICPs, and supports long-term efficiency.

A Framework for Budget Allocation

Step 1: Align With Company Objectives

• If visibility is the immediate priority (e.g., entering a new market, funding round, product launch), trending spend may weigh heavier.

• If efficiency and ROI are the mandate (e.g., during budget tightening, growth plateaus), evergreen should dominate.

Tie content allocation to EOS rocks. If your rock is “$3M new pipeline this quarter,” balance trending campaigns for quick attention with evergreen assets that nurture ICPs through the funnel.

Step 2: Assess Your Current Content Library

Executives should ask:

• Do we have enough evergreen assets addressing ICP pain points across the funnel?

• Are we visible in ongoing industry conversations through trending campaigns?

• Which content types have historically influenced pipeline?

This audit reveals whether you’re over- or under-invested in either category.

Step 3: Allocate by Funnel Stage

• Top of Funnel (TOFU): Trending content shines. It draws attention, creates reach, and establishes thought leadership.

• Middle of Funnel (MOFU): Evergreen guides, playbooks, and case studies nurture interest and educate.

• Bottom of Funnel (BOFU): Evergreen ROI frameworks, testimonials, and competitive comparisons accelerate decisions.

Balance is not just about budget—it’s about mapping spend to funnel needs.

Step 4: Apply the 70/20/10 Rule (as a Starting Point)

A common framework executives can use:

• 70% Evergreen – Compounding, ICP-focused assets aligned with sales and revenue targets.

• 20% Trending – Timely campaigns that fuel visibility and engagement.

• 10% Experimental – Testing new formats, channels, or creative angles.

This rule provides stability while leaving room for agility.

Step 5: Integrate Evergreen and Trending Together

The most effective companies don’t treat evergreen and trending as silos. They connect them. For example:

• A trending blog on new industry regulations links to your evergreen compliance guide.

• A social post about AI disruption points to your evergreen CRM adoption playbook.

• A trending campaign on budget cuts highlights your evergreen content on efficiency frameworks.

This integration ensures trending spikes drive audiences into long-term evergreen funnels.

Example: Budget Allocation in Action

Case 1: SaaS Scale-Up Entering a New Market

• Objective: Rapid visibility to break into a crowded category.

• Allocation: 50% trending (commentary on competitor announcements), 40% evergreen (educational CRM guides), 10% experimental (short-form video campaigns).

Case 2: Professional Services Firm in Efficiency Mode

• Objective: Maximize ROI, reduce CAC, retain customers.

• Allocation: 80% evergreen (playbooks, case studies), 15% trending (light LinkedIn thought leadership), 5% experimental.

Case 3: Advertising Agency Building Thought Leadership

• Objective: Position leadership as industry voices.

• Allocation: 60% evergreen (ROI frameworks, client case studies), 30% trending (commentary on AI tools, cultural campaigns), 10% experimental.

Why RevOps Should Own the Framework

Budget allocation shouldn’t be a marketing-only decision. It belongs under RevOps because:

• It connects marketing activity directly to pipeline performance.

• It ensures sales enablement needs are met.

• It ties reporting back to EOS rocks and company revenue goals.

This prevents the “campaign for campaign’s sake” trap and ensures content decisions are measured against outcomes, not vanity metrics.

Metrics Executives Should Track

To evaluate evergreen vs trending spend, executives should demand reporting on:

• Evergreen Metrics: organic traffic growth, nurture engagement, influenced pipeline, deal velocity.

• Trending Metrics: impressions, engagement rate, reach into new audiences.

• Combined Metrics: conversion rates from trending → evergreen funnels, ROI over multiple quarters.

The real insight comes from seeing how trending sparks awareness and evergreen sustains conversion.

Common Pitfalls to Avoid

• Over-investing in vanity metrics: Trending attention without pipeline impact.

• Neglecting updates: Evergreen content that isn’t refreshed annually loses credibility.

• Failing to connect the two: Missing the opportunity to turn trending spikes into evergreen leads.

• Lack of alignment: Budget decisions made in marketing silos without sales or operations input.

Conclusion: A Balanced, Measurable Approach

Executives can’t afford to think of content spend in silos. Trending campaigns capture attention, but evergreen content converts and compounds. The winning strategy is not about choosing one over the other, but creating a framework that balances both, aligns with EOS rocks, and delivers measurable revenue outcomes.

Forage Growth’s approach is simple: set the revenue target first, then allocate content spend between evergreen and trending with discipline. That way, every dollar invested isn’t just fueling attention—it’s building a system that compounds into growth.