There are two main types of features and content on the web, at least when it comes to relevance: seasonal and evergreen. Evergreen content, as the name suggests, is content that’s available and relevant no matter what time of year it is or what’s going on. Seasonal content, on the other hand, is only relevant for a limited time—usually, it’s a part of a cycle that comes back around, so it may only be available during certain months of the year.
On the surface, it appears that evergreen content is a strictly more effective strategy than seasonal content; if it takes you three hours to build a page of your site, one page is active and effective for 12 months out of the year, while the other page is active for 3 months out of the year, the 12-month evergreen page would bring you a higher overall ROI. However, there are some advantages to seasonal features that make it worth considering for your brand.