Publishing just one kind of content to your customers and subscribers over and over is a recipe for reader burnout—or content fatigue—in your audience.
That’s because not all content is created equal nor meant for the same purpose.
Generally, content falls into a few key buckets: some always stay relevant, others cycle in and out seasonally, and some respond directly to the world in real time.
But there are also a few additional formats and strategies that can help keep your content fresh and meaningful—while continuing to deliver value.
Here are 7 types of content and how to use them.
Evergreen content
Evergreen content offers information that will always be relevant for readers who have general questions and want to learn more. In other words, the information won’t change much over time or go out of date.
Because financial strategies don’t tend to change much, these topics offer something many readers can refer to again and again.
And this is normally the cornerstone of most financial brands’ content libraries.
General evergreen content might include:
How-to posts
Strategy explainers
Case studies
“Big picture” analysis
Infographics and presentations
The benefit of evergreen content is you can refresh and expand any piece as necessary, or dive deeper into one aspect, then re-advertise it as an update.
Breaking news content
News presents an opportunity for your financial brand to appear on top of a high volume of news-driven search traffic in a short amount of time, especially if you have an email list (aka captive audience).
Commenting on breaking news can demonstrate you’re aware of how the event affects your audience and provide solutions or perspective that sets you apart.
For example, during the SVB banking crisis, a number of Finance Studio bank clients asked us to help write an immediate response to reassure customers and investors.
While advance planning for unpredictable events is obviously impossible, you can prepare for certain events, such as elections and economic reports. Taking a page out of the journalism handbook, you can outline preliminary content to modify and publish quickly later on.
Seasonal content
Seasons aren’t just about the weather for financial brands. It’s about recurring and relevant thematic opportunities. Seasonal content is special because it can have elements of both time-sensitive and evergreen content.
For example, January may mark the beginning of tax-season content; companies release quarterly and annual reports; every four years marks a U.S. Presidential election — all these topics present opportunities to answer ongoing questions (evergreen) as well as new perspectives and updates (timely).
You can also address seasonal topics indirectly. How Can Businesses Celebrate Earth Day Authentically? from Vested is a great example. The evergreen quality of the tips (no pun intended) can apply to many different holidays.
Seasonal content is another opportunity to expand on your content library, express authority, and most importantly, prevent your content from getting repetitive or dull.
Format-driven content
Just as blog posts don’t have to be the same word count in every piece, they don’t even have to look like a written post.
Presenting content in different formats—videos, podcasts, charts, carousels, infographics, white papers, or even client workshops—offers a break from monotony.
Mixing formats doesn’t just keep your feed visually interesting; it taps into how different people learn and engage.
User-generated or client-based content
Content that originates from your clients, team members, or partners builds trust and relatability. This includes testimonials, interviews, case studies, or even quotes and insights from customer conversations.
The bonus? These stories often contain language that resonates far more deeply than brand copy ever could. And they can be as evergreen or timely as you make them.
Content tailored by audience segment
Different readers are on different journeys. A first-time investor may need a warm introduction to concepts, while a seasoned client might want a sharp perspective on interest rate cycles.
Using content personalization or light segmentation—like tagging content by experience level or tailoring newsletters to audience type—helps ensure your audience always finds something that fits them, not just your publishing calendar.
Performance-informed and repurposed content
Don’t forget to look at what’s already working. Content doesn’t need to be reinvented every time; it can be repurposed, restructured, and re-promoted.
If your analytics show a piece performing well, it might deserve a follow-up, visual version, or deeper dive. Or if a timely post had a strong reaction, turn it into a recurring series or video version.
Using data to inform where to go next isn’t just efficient—it also ensures your readers keep getting more of what they already love.
The takeaway
Reducing content fatigue isn’t just about variety for variety’s sake—it’s about delivering information in ways that meet your audience’s needs, timelines, and learning styles. When done right, these seven types of content help you maintain engagement, reinforce trust, and build lasting brand affinity.
Want to workshop how your existing content library stacks up across these seven types? We’d love to help.
