Evergreen Content Strategy

I accumulated and categorized more than 400 pieces of evergreen content in a collaborative AirTable base. The content was tagged and categorized by market, topic, type, readiness, and past and future promotion. 

I also created an automation from AirTable into Slack to remind the digital desk of timely evergreen content worthy of promotion throughout the year. When the digital team entered a date in the "next look" field, it would trigger a Slack message the day before that content is relevant. 

These automated Slack messages reminded the team about anniversaries, holidays and other recurring events. This way, the team could spend less time recreating the same content, and more time creating new content. 

For example, for a great evergreen story about summer gardening tips, we could set the "next look" date for May 15 so it would look ahead to summer. Then, it would automatically deliver a message in Slack on May 14 with the name and link of the story so it could be optimized and republished on the site. This saves time for reporters and the digital team and allows resources to be allocated to stories with a shorter shelf life.