Feeding the ever-voracious content machine means that evergreen content is more important than ever. There are how-tos, FAQs, checklists, top tips or takeaways, listicles, etc. All convey helpful information and help build a loyal readership. And price per pound, it’s some of the most cost-efficient content you can produce, and often more easily assigned to outside writers, with proper guidance.

Evergreen content is that which is not time-sensitive. Timely content includes analysis of a new decision, announcement of new regulations, etc. Evergreen content has a longer shelf life because it is not directly tied to the news cycle; typically, it's as relevant six months from now as it is today. This means you can work on it when your schedule allows, have more time to produce it, and it guarantees your blog is populated with useful posts even when you’re too busy to write.

But many attorneys and marketers are too conservative when crafting evergreen content. (I know some of you are googling listicles right now.) Evergreen content is not a contract, even if it’s about contracts. You can afford to break away from the conventional by being conversational and even creative. Back it up with a more serious white paper on your site if you like, but take a chance and produce evergreen content that stands out.

What I Learned About Olives

When I was an editor at California Lawyer magazine, I received an email alert from Fenwick & West’s employment group on best practices for employee evaluations. It talked about the dangers of grading employees as one might grade olives, for example, as Super, Premium, and Ultra. The alert highlighted that these "everyone's a winner" evaluations make it difficult to change the tone when more honest assessments are needed to guide and document an employee whose work product  is suffering. I immediately understood that inflated performance evaluations are not just useless but dangerous. It fit with Fenwick’s regional market focus, as California produces 95% of the olives grown in the U.S., and was a subtle nod to the fact that Silicon Valley used to be orchards.

I have since learned that the U.S. Department of Agriculture grades green olives by size as follows: Large, Extra Large, Mammoth, Giant, Jumbo, Colossal and Super Colossal.  See what I mean? These terms are completely useless. Employers should avoid similar descriptions at all costs.

I was so impressed by this creativity that I wrote an item on the practice group leader and the alert for the news section of the magazine. A simple client alert that may have only gone out to hundreds of subscribers reached to every lawyer and judge in the state. Imagine how far it would have gone in the age of social media, which craves the clever? It was probably the only piece on legal marketing that I included in the section that entire year. And most importantly, I remember the alert and the firm 20 years later.

Prompt readers to consider, “what should I do?” which is an intellectual call to action...

Make it Personal

The olive alert was a grand slam, but you can start small with setting your evergreen content apart. Consider using the second person, “you,” rather than the third person  “intellectual property owners.” Compare “How to Prepare An Expert Witness” to “How to Prepare Your Expert Witness.” It’s instantly more personal, comes across as customized advice, and invites conversation and engagement. It prompts readers to consider, “what should I do?” which is an intellectual call to action, rather than “what should be done in these situations?” which is passive.

Embrace Your Inner Olive

Pilot your creative content with practice groups in more “personal” areas of law, such as employment law or litigation. Find a champion to work with you on this kind of content, and then use metrics to prove to others that it’s more engaging. Strike while the iron is hot and produce six months’ worth of content. You can intersperse timely content, such as new regulations or case law, and suddenly your annual editorial calendar is filled with both useful and unique content.

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[Susan Kostal is an editor, writer, business development strategist and media coach with over 25 years experience on the beat and in the C-suite.  Susan's expertise includes legal industry trends, marketing, communications, and public relations.]