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