Your Secret Love — No, not Day Drinking; your other secret love, Evergreen Content

Author
Bradley Squires
published on
July 17, 2021
category
Email Marketing

You don’t have time for me to set the stage by describing how busy you are, so I’ll get right to the point. If you manage content for a winery, you seriously love evergreen content.

And if you didn't know that already, let me explain why it's true.

Evergreen content lets you take care of the rest of your winery marketing
Having a library of evergreen marketing content in the hopper means you can spend your time on other activities.

For me, my love affair with evergreen content happened back when email automation first arrived on the scene. It allowed me, as a small business owner, to write content for several emails at once, that could then be set to go out automatically on a timed basis.

And it turned out that this was just the beginning! I soon realized that evergreen content could be written for each of my audiences at different points in my sales funnel. Each one could be triggered by a different action. My eyes literally flew open with this realization.

During a very rainy week in the quiet time of year, I sat down and wrote content for seven newsletters, with the intention that the first one would be sent to a new subscriber immediately after they joined the list, with the subsequent emails going out monthly for the next six months. My thinking was, when someone subscribes to your email list, your company is fresh in their minds and they've decided they want to hear from you. It makes no sense to make them wait for your content, and risk having the new subscriber forget who you are.

You and Me and Google makes three!
That's who loves evergreen marketing content
Writing evergreen content for your winery goes a long way to help you attract more of a following.

What is Evergreen Content?

Simply put, evergreen content is content that doesn’t go out of date. Unlike a “Best Wines to Serve this Mothers Day”, or “10 Wines that Pair Well with Thanksgiving Turkey,” evergreen content can be sent out any time of the year, and it remains relevant all year round. Often taking the form of how-to’s, answering a question, or providing recommendations (top 10 lists, for example), evergreen content tends to be rich with SEO value.

Some examples of evergreen articles for your winery email marketing could be, “Why oak improves wine” or, “How to taste wine like you know what you’re doing.”

Of course, having evergreen content going out automatically every month doesn't prevent you from sending out additional emails in between, but with automated content in place, you know that you’ll be staying in touch with your audience at least monthly. Also, having six months’ worth of email content all cued up, ready to go, gives you a little breathing room to create email content for six more months, as well as devoting time to your other marketing activities. As a small business owner, this allows you to compete with much larger wineries with entire marketing teams.

Who else loves evergreen content? Google, that's who.

Besides allowing you to keep in touch with your email subscribers and wine club members, evergreen content can be extremely valuable to your website when posted as blog articles, nourishing your sales funnel with a steady flow of new traffic for your winery through SEO. Another bonus is, these visitors Google is delivering to you are generally from outside your sales funnel — that is, audiences that you may not have targeted yet. Why does this matter? It matters because, by checking your analytics data, you can identify what kinds of content people are searching for, and then cater to them — attracting even more SEO traffic.

Google just goes cuckoo for content. In the world of web strategy, it is universally accepted that regularly adding relevant content to your site is one of the most significant factors in a successful SEO strategy. For wineries, this means each piece of evergreen content you can add to your site will have a cumulatively positive effect on your SEO efforts. So now that’s three people who love evergreen content: you, me, and Google! We should hang out — we all love the same things!

Some evergreen ideas for your winery

Since you and me are now such BFFs, here are 10 evergreen topics you can start writing about for your winery:

  • When to decant
  • Does cheese really go with wine?
  • How long should I age my wines?
  • What does swirling my wine glass do?
  • hat does letting a wine “breathe” do?
  • “How we began” story
  • Why do some wines have crystals in them?
  • Does the type of wine glass matter?
  • Our best recipe for [ … ]
  • How to tell if a wine will age well

Ok, now start writing! Don't have someone who can write?

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