I was recently interviewed by Marpipe on Evergreen Content. They interviewed several thought leaders on the components of evergreen content.
You can read the Marpipe on Evergreen Content analysis here:
And how to apply that framework to advertising
Input to the Marpipe interview survey
“What’s your idea of an evergreen ad or content?:
To me evergreen means definitional. The evergreen content on my site that performs year-after-year offers a definition to readers either of a concept or a process.
Conceptually, my piece, What is an information Worker? gets dozens of hits a day because Microsoft created a term that they never really define, they continue to use it, and I have the deepest explanation of that term on the Internet. Not every definition draws recurrent traffic. This one happens to be a definition that doesn’t have many other credible sources. My other definitional piece, What is the difference between Data, Information, Knowledge and Wisdom?, falls into this same category.
My second type off evergreen content comes in the form of process definition. I wrote Developing a Winning Thought Leadership Strategy as a response to a colleagues challenge about sharing how I think about my primary work. This is a long post, but it is almost a mini-course in thought leadership thinking. Mine is not the only source for this topic on the Web, but it is one that seemingly ranks with search engines and resonates with readers looking for guidance.
As an aside, I also have several strange evergreen pieces, such as reviews of hardware that, like the information worker definition, don’t have many sources. Over the last couple of weeks for instance, and I don’t have any clue as to why reviews of VR headsets from a now-defunct company have been very high on the hit list.”