brief-evergreen-content

# Brief Evergreen Content This skill produces the design + production brief for an evergreen anchor piece — content built to compound for 3-5 years. The brief is deeper than a standard blog-post brief because the production investment is deeper: longer drafting time, original assets, expert review, refresh discipline. The skill is opinionated about a few things: not every piece deserves the evergreen label (the longevity case has to be real); evergreen pieces need original assets (stock photos break the depth signal); expert review is non-negotiable for credibility-sensitive topics (skincare, health, finance, legal); annual refresh is part of the contract — without refresh, evergreen decays. ## When to use this skill - The user has identified a topic that warrants disproportionate investment because the underlying principles don't change quickly. - The user is building an anchor piece for a topic cluster (the foundational reference the cluster keeps returning to). - The user is converting an underperforming post into an evergreen anchor (refresh + redesign at the same time). - The user is briefing a writer / contractor for a 3-6-week production cycle (longer than a typical post). - The user wants a piece that's optimised for AI Overviews and LLM citation surfaces (which favour authoritative, principle-led content). ## When NOT to use this skill - The user wants a standard blog-post brief — use `generate-content-brief`. - The user wants to design a pillar page — use `design-pillar-page` (pillars are usually evergreen-shaped but use the dedicated skill for the architectural framing). - The user wants a time-bound piece (annual roundup, trend take, news commentary) — those aren't evergreen targets. - The user wants to plan a 90-day editorial calendar — use `plan-blog-content`. - The user wants to refresh an existing piece (not redesign) — use `plan-content-refresh`. ## Inputs required 1. **Business context and SEO foundation** — read `businesses/<slug>/business_context.md` and, for SEO-specific work, `businesses/<slug>/seo_foundation.md`. Resolve `<slug>` by listing `businesses/`: if exactly one folder exists, use it; if multiple, ask which business; if none, recommend running `business-context` first. If SEO foundation is missing, recommend running `seo-foundation` before producing output. Critical fields: products/services, customer, competitors, and brand voice from the setup files. Voice + competitive positioning drive the longevity case. 2. **Cluster map** — read `businesses/<slug>/clusters/cluster-map.md`. Evergreen pieces typically anchor a cluster. 3. **Topic + primary keyword** — required. The keyword should be evergreen-leaning (no year stamp, durable search demand). 4. **Longevity hypothesis** — required. The user's case for why this piece can compound. Skill validates / pushes back. 5. **Existing version** — optional. If converting an existing post into evergreen, the URL and current state. 6. **Expert reviewer** — optional but expected for credibility-sensitive topics. Dermatologist, chemist, financial advisor, attorney, etc. depending on category. If absent, skill recommends sourcing one. 7. **Asset budget** — optional but valuable. Original photography / illustration costs $500-3,000+; if budget is unknown, skill flags as a dependency. If topic + primary keyword are missing, ask. The brief is anchored to a specific topic. ## Process 1. **Validate the longevity case.** Is this topic genuinely evergreen? Tests: - Underlying principles (mechanism, mechanism, definition) don't change in 3-5 years. - Search volume on the primary keyword has been stable for 3+ years (no trend spike). - The brand can speak with authority + originality (own data, expertise, methodology). - The piece can ship at evergreen depth (3-6 weeks production budget, expert review). If the case is weak, recommend treating as a standard blog post via `generate-content-brief`. 2. **Read the SERP for durability signals.** What ranks at positions 1-5 for the primary keyword? How long have those pieces been ranking? Are they year-stamped (likely time-bound) or evergreen-shaped? The competitive set tells you what depth is needed. 3. **Confirm primary keyword evergreen-ness.** No year stamp. Durable demand. Foundational phrasing ("what is X," "how X works," "the science of X," "the guide to X"). 4. **Decide the structure archetype.** Most evergreen pieces follow one of three shapes: - **Principle-first.** Mechanism / definition first, applications second. Best for "what is X" / "how X works" / "the science of X." - **Methodology-led.** "How we test X" / "our approach to X" / "the [Brand] framework for X." Best for brand-distinct positioning. - **Definitive guide.** Comprehensive coverage of a topic with clear sub-sections. Best for cluster-anchor pieces under a pillar. 5. **Build the outline.** H1 + 6-10 H2s + H3s. Outline emphasises principles / mechanism / methodology, not trending news. 6. **Decide word-count target.** Evergreen pieces typically run 2,000-4,000 words. Anchored to SERP top 5 + 20-40% (deeper than standard blog posts to earn durability). 7. **Specify original assets.** Original photography (own product, own setup), original illustration (mechanism diagram, ingredient breakdown), original research / data (own customer survey, own product testing). Stock images break the depth signal; commission or shoot in-house. 8. **Plan expert review.** Who reviews the draft? Dermatologist, chemist, attorney, doctor, etc. — depending on topic. Include the reviewer's name + credentials in the byline (E-E-A-T signal). Plan 1-2 weeks for expert review on the production timeline. 9. **Plan schema with longevity discipline.** Article schema with explicit `datePublished` + `dateModified` discipline. Author with credentials + URL. Citation-friendly structure (named methodology box, original-data section, comprehensive references). 10. **Plan internal-link role.** As an anchor piece, this content typically *receives* links from many other pieces in the cluster (rather than primarily linking out). Plan the inbound link sweep: every cluster spoke + the pillar should link to this piece in the relevant body section. 11. **Plan the refresh cycle.** Annual refresh: check facts, update internal links to new spokes / pillars, refresh `dateModified`, swap any dated examples. Schedule the first refresh on the calendar at brief time. 12. **Forecast the compounding traffic.** Realistic 3-year forecast: month 6 (warming up), month 12 (significant traffic), month 18-24 (peak ranking + plateau), year 3 (steady-state). Helps the team understand they're investing in a slow-burn asset. 13. **Define acceptance criteria.** Observable, deeper than standard brief. 14. **Write the brief.** Output is a structured 3-4-page Markdown doc. ## Output format ```markdown # Evergreen Content Brief — [Topic] **URL (proposed):** /blog/[slug] (no year) **Cluster:** [Cluster ID + name] **Pillar:** [pillar URL if cluster has one] **Primary keyword:** [head term + monthly volume + 3-year demand trend] **Supporting keywords:** [3-7 secondary keywords] **Intent:** [informational, almost always] **Archetype:** [principle-first / methodology-led / definitive-guide] **Word-count target:** [2,000-4,000] **Brief date:** [date] **Target ship date:** [date — typically 4-8 weeks from brief lock] **Refresh schedule:** annual; first refresh: [date + 12 months] ## Longevity case (validated) 3-5 sentences on why this piece can compound for 3-5 years: - Underlying principles: [physics / chemistry / mechanism — what doesn't change] - Search demand: [keyword has X searches/mo for past Y years; no trend spike] - Brand authority: [why THIS brand can speak credibly] - Production depth: [why this piece can ship at evergreen depth] - Verdict: [pass / push back to standard brief] ## SERP durability read 3-5 sentences on the SERP top 5: - Dominant format: [explainer / definitive guide / methodology piece] - Word-count range: [n-n] - Year-stamped vs evergreen-shaped: [observation] - How long top-ranked pieces have held position: [if known] - Realistic position target: [top 3 / top 5 / top 10] over [12-24 month] horizon ## Audience 1-2 paragraphs. Who is the reader? What do they already know? What decision are they making? What scepticism are they bringing? Why will they return to this piece (vs read once)? ## Brand-distinct angle (durable) 1-2 paragraphs on what makes this piece distinct from the SERP top 10 — and what makes that distinction durable for 3-5 years. For Field & Sun: own three-skin-tone swatch testing methodology (reusable for any sun-care content); 20% non-nano zinc oxide percentage public disclosure (commitment to transparency, not a product spec that changes); founder + dermatologist co-byline (credibility builds over years). ## Outline ```text H1: [Title — primary keyword + descriptive subtitle, no year stamp] H2: Intro / definitional anchor Content hint: anchor the topic in principles, not news. 300-400 words. H2: [Mechanism / how it works section] Content hint: this is the durable core of the piece — the principles that don't change. 500-800 words. H3: [Sub-section] H3: [Sub-section] H2: [Methodology / brand approach section] Content hint: own framework / testing / data. The brand-distinct, citable section. 500-800 words. H2: [Application / practical section] Content hint: how to apply the principles. 400-600 words. H2: [Comparison / context section] Content hint: how this fits with other approaches / alternatives. 300-500 words. H2: FAQ Content hint: 8-12 question-form H3s. Evergreen FAQ is broader than a typical blog post's. 600-900 words. H2: Methodology box / "how we built this" Content hint: transparent methodology. Citation-friendly. 200-400 words. H2: References / further reading Content hint: 5-10 authoritative external references; signals scholarship. H2: Closing Content hint: practical action / cluster-pillar link. 200-300 words. ``` ## Voice constraints ### Do - [Brand-specific voice rules] - Use principle-led framing (mechanism, methodology, evidence) — not trend-led. - Cite primary sources where possible (clinical research, regulatory bodies). - Use the Methodology box to make the brand's approach explicit. - Keep numbers and percentages visible (Field & Sun convention). ### Don't - [Brand-specific anti-patterns] - Avoid year-stamping ("in 2026," "this year," "currently"). - Avoid trend references ("as TikTok has shown," "the latest"). - For Field & Sun specifically: avoid rejected category language and claims the founder would not approve. - Avoid superlatives that age poorly ("the best," "the most advanced"). - Avoid time-bound stats without methodology ("57% of dermatologists agree" without source). ## Original assets ### Photography - **Hero**: own product shot, brand-photographed (NOT stock). - **Methodology asset**: e.g. three-skin-tone swatch test photographed in studio. - **In-body**: 2-4 own product / process / ingredient shots. ### Illustration - **Mechanism diagram**: commissioned illustration showing how [topic] works (e.g. UV physics + mineral filter). - **Comparison diagram**: side-by-side visual of [topic] vs alternatives. ### Original research / data - **Methodology box**: documented approach the brand uses (testing protocol, sourcing, etc.). - **Original data point**: at least one original number or finding the brand can publish (e.g. "in our testing across 12 skin tones, the average reapplication interval was X"). ## Expert review plan - **Reviewer**: [Name + credentials, e.g. "Dr. [Name], board-certified dermatologist"] - **Review scope**: facts, mechanism explanation, methodology, claims-language compliance. - **Review timeline**: 1-2 weeks (schedule early — critical-path). - **Byline credit**: "Reviewed by [Reviewer]" visible in author block. - **Compensation / agreement**: [if applicable] ## Internal-link plan ### Inbound (this piece receives) | From | Anchor pattern | Where in body | |------|----------------|---------------| | Cluster pillar | "what is mineral sunscreen" | Section 2 body | | Spoke 1 | "mineral sunscreen explained" | Intro paragraph | | Spoke 2 | "the science of zinc oxide" (if relevant) | Body section | | ... | ... | ... | ### Outbound (this piece links to) | To | Anchor pattern | Reason | |----|----------------|--------| | Cluster pillar | "complete mineral sunscreen guide" | Closing CTA | | 1-2 sibling spokes | [pattern] | Where the piece naturally references their topic | | Product collection | "shop our SPF" | Transactional bridge in closing | ## Schema strategy - **Article**: required. datePublished, dateModified, author (with credentials + URL), publisher, image, mainEntityOfPage. - **dateModified discipline**: update on every annual refresh + every methodology update. - **FAQPage**: required (FAQ section is included). - **BreadcrumbList**: Home → Blog → [Post]. - **Author**: full Person schema with credentials, URL to author bio page. - **Reference**: see [generate-schema-markup](../../technical/generate-schema-markup/SKILL.md) when implementing. ## Compounding-traffic forecast - **Month 0-6**: warming up; target 200-500 organic visits/mo by month 6. - **Month 6-12**: ranking stabilises; target 1,000-2,000 organic visits/mo. - **Month 12-18**: peak ranking + plateau; target 2,500-5,000 organic visits/mo. - **Year 2-3**: steady-state with annual refreshes; target maintains or grows by 10-20%/year. - (Numbers are illustrative; calibrate to keyword volume and brand DR.) ## Refresh schedule - **Annual refresh** (12 months post-launch): check facts, update internal links to new spokes / pillars, refresh `dateModified`, swap dated examples. ~4-8 hours of work. - **Methodology refresh** (24-36 months): if testing protocols / brand methodology evolves, update Methodology box. - **Major refresh** (5 years): full reassessment — does the piece still serve? Often the answer is yes with light updates; sometimes the answer is "redesign." ## Acceptance criteria - [ ] Longevity case is validated; SERP read confirms evergreen-shaped competition. - [ ] Word count is within ±15% of target. - [ ] All H2 sections present per outline. - [ ] Original photography is used (no stock images in the piece). - [ ] Mechanism / methodology section includes at least one original brand asset (diagram, photo, data point). - [ ] Methodology box is present and citation-friendly. - [ ] Expert review is completed and reviewer is named in byline. - [ ] Author bio is present with credentials. - [ ] Schema (Article + FAQPage + BreadcrumbList + Author) deployed and validates. - [ ] `dateModified` is set; refresh schedule on the calendar. - [ ] Internal-link sweep completed: every cluster spoke + the pillar links to this piece. - [ ] No year stamp in title or URL. - [ ] No banned voice terms (per brand voice constraints). ## Production timeline - Brief locked: [date] - Expert reviewer engaged: [date — schedule first] - First draft: [date — typically 2-3 weeks after brief lock] - Photography / illustration shoot: [date — schedule in parallel with drafting] - Editorial review: [date] - Expert review: [date — 1-2 weeks] - Final edit + asset integration: [date] - Schema + meta + on-page polish: [date] - Launch: [date] - Internal-link sweep across cluster: within 7 days of launch - First refresh: [date + 12 months] ## Risks and watchouts 3-5 specific risks. E.g. "Expert reviewer availability is critical-path — schedule 4-6 weeks ahead"; "Photography for three-skin-tone swatch test requires model coordination — start in week 1, not week 4"; "If brand methodology changes within 12 months, refresh accordingly"; "Year-stamped competitor pieces will fall behind in 18 months — avoid the trap of matching their format." ## Open questions for the user - [ ] Confirm the longevity case is real (not aspirational). - [ ] Confirm budget for original photography / illustration. - [ ] Confirm expert reviewer availability. - [ ] Confirm the piece's role in the cluster (anchor / co-anchor / supporting). ``` Save the produced file to `businesses/<slug>/evergreen/<slug>.md`. Create the `evergreen/` sub-folder if it doesn't already exist. After writing, tell the user the file path so they can open it. ## Quality bar - Longevity case is validated against the four tests, not asserted. - SERP durability read references actual top-5 patterns, not generic. - Outline emphasises principles / mechanism / methodology, not news / trends. - Original-asset plan is specific (own photography, commissioned illustration, original data) — not "add some images." - Expert review plan names the reviewer category (dermatologist, chemist, etc.) and scopes the review. - Schema strategy includes `dateModified` discipline and Author with credentials. - Internal-link plan emphasises *inbound* links (the piece is an anchor that receives links) more than outbound. - Refresh schedule is calendared, not implied. - Compounding-traffic forecast is honest (slow-burn, not "viral in month 1"). - Acceptance criteria are observable. ## Common mistakes to avoid - Don't accept aspirational longevity cases. If the topic is trend-led or year-bound, recommend the standard brief instead. - Don't propose evergreen for keywords that don't have durable demand. Trend-spiking keywords aren't evergreen targets regardless of how much depth you put into them. - Don't shortcut on assets. Evergreen with stock photos breaks the depth signal that earns links and citations.