Keeping It Green. As In Evergreen.

Are your articles forever green or evergreen?

One of my clients recently discussed with me his desire to include a story on his blog that was newsworthy, but there was a problem: almost as soon as the information was to be posted, it would become outdated.

Now posting what you want, when and how you want on your blog is your business. That’s the beauty of online journaling—you’re the writer, editor and publisher all wrapped up in one and you get to say pretty much whatever you want to say.

Article Freshness

But we also know that there are other reasons for posting something online, reasons demanding a carefully constructed plan following much thought. One of the most important reasons is the article’s strength long term–many weeks, months, perhaps years after it was originally written.

How fun is it to find an article you wrote in 2007 still getting hits? Importantly, those hits are translated into income (through ad clicks) or business (through client inquiries) because you had the presence of mind to write in such a way to make sure your article never aged. You kept it green, as in evergreen.

Evergreen content is always fresh, it never ages and is useful years after it was first written. News stories are not evergreen because they focus on a specific time and place. Articles about particular holidays, a sporting event, a world crisis or any other event that has passed are not evergreen. Even writing about the location of the 2015 Super Bowl now will only guarantee a few years of freshness before that article is old and outdated.

Evergreen Example

Certainly, I am not against writing articles locked in a specific time and place, because they do have their place in the writing sphere. If you were to look through what I’ve written on this blog since it launched in December 2005, you would find mostly evergreen articles, but also a fair share of dated material included.

Timeless articles such as, “The 5 Components of the Writing Process,” written by me in September 2007 continue to perform well. In the past year alone that article has been visited 941 times, and has been referenced elsewhere well after it was first published. I believe that articles like this one have helped raise my visibility while offering advice that will never change. That’s something you’ll want to consider doing as well.

New Approach

Now let’s get back to what my client wanted.

I knew he was looking for something that could be cited time and again, thus we killed the original story and decided to develop something that will endure. The subject matter is right, but the approach we’re now taking is far different with an eye toward long term usefulness.

There isn’t anything wrong with writing articles that are not evergreen. In fact, if an article is hot and cited by others, you may want to consider visiting what you wrote from time to time and updating your material. I do that with an article I wrote several years ago about Operation Christmas Child here because it continues to do well in the SERPs and is referenced frequently by people who want to help this worthy project each year.

Update List

I keep a list of articles to update from time to time, but I keep that list short because the last thing I want is to be held hostage by dated material needing my constant attention.

Evergreen writing is my preference because once you have published what you wrote you can put your time and energy into advancing your other work.

April Musings & No Foolin’

I thought about writing an April Fool’s Day prank today, but quickly dismissed that idea from my tired mind. I’m certain that much of what you’re reading today is “foolish” enough without me adding my piece to the hilarity.

Instead, today is a good time to take stock in what you do. April 1 may be a day for mirth, but it is also the first day of the second quarter of the year. That means you have already expended one-fourth of the year which leads to my transitive question:

How is it working out for you?

Granted, you may not have run your quarterly (or monthly) reports yet or have paid scant attention to your checkbook. I understand that—this is a busy week for a lot of people who are observing Passover or Holy Week and are occupied with matters well beyond this earthly realm.

What I am suggesting is that when you get a quiet moment next week or after April 15 (when your taxes are due), to reassess everything. That’s what I am planning to do and have already marked it on my calendar. April 21 is the day I will review the first quarter and adjust my plans for the coming months.

Periodically, I review my writing business to see what works and what isn’t working. Usually, I need to only tweak a few things and move on, but if a customer has gone away or if new business has arrived, then I am adjusting accordingly already.

Some things to be watchful for:

Payments – I had a week in March where everyone who owed me money was late. No, they were not late according to our respective agreements, but at least one customer waited until the last possible moment to make payment. I can handle that, but not people who have missed their deadline entirely. Reminders were sent out to everyone else except to one customer who is hanging on by a thread. That conversation will take place next week when I expect to ask the ultimate question: are you planning to pay me or is this the end of the line? Take a look at the payment habits of your customers to see if a certain pattern has emerged; take action if these changes are impacting you adversely.

Schedules – For one customer I’ve moved my writing schedule from the first week of the month to the second week. Thankfully, this customer has given me that flexibility as the first few days of the month tend to be hectic. Review your personal schedule to determine if deadlines are bunched together, causing you much stress. If they are not, but you’re still stressed, artificially move up one deadline to complete an important project well before it is due. You can still submit it just before the due date, but you will have it finished before the editor comes a calling.

Queries – I have noticed that some of my magazine clients are cutting back, with at least one struggling to stay in business. This comes as no surprise to me as the transition from print to web publishing continues unabated. Certainly, some publishers want their regional or niche print magazines to survive, but market forces are dictating otherwise. Now is a good time for freelancers to explore who is making a name for themselves online, hitching a ride to a rising star while letting old and ineffectual projects die a merciful death. The operative word here is ineffectual—stay tethered to your good clients.

The business management end of freelance writing seems to intrude on what we love to do: write. But, if you keep that aspect of you work under control, you’ll find that you have more time to put pen to parchment or at least keystroke to screen, creating your best work while getting paid what you deserve.

See Also: Write Often To Write Better