November 2017 Newsletter

Welcome once again to my newsletter. This month’s original content feature is about evergreen content, based on some neat examples I noticed in the summer that become relevant again as the holiday slowdown looms.
As I usually remind you, my readers include clients (past or present), and other friendlies. You’re all journalism or marketing/communications types, so I’ve curated content here to be useful. If this newsletter doesn’t work for you, there’s a handy unsubscribe link at the end of this email.

Original content feature 

Great evergreen ideas

‘Tis almost the season for…the holiday slowdown. Yes, there’s lots of fun to be had with Christmas content, but what about that ten days after Christmas when everyone is (and should be) away with their families, but content creators are (and should be) still wanting to look alive? There are only so many resolution-related pieces to be written.

This seasonal issue reminds me of another slow season…peak summer. Fortunately, this summer I noticed some organizations doing really neat evergreen features that I loved and filed away for future musing. In case the term is one you haven’t heard, evergreen refers to a piece that could be published at any time, without a hook to a particular occasion or time of year.

What I liked about these is the way they helped readers get a bit more insight into their communities, that they were entertaining, but also showed deep thinking about content that would benefit visitors. Once it’s on your radar to look for the evergreen, you’ll probably begin to notice more examples too. Here are three types of story:

  • Services the organization provides that you didn’t know about: I saw this idea demonstrated in an article posted to a library website, outlining services that the average patron might not be accessing, like inter-library loan and resume consulting. I think it could work for many businesses, like a writing business whose clients may not know she offers project management services (ahem:
  • Local offerings in the neighbourhood where an organization resides: I saw a neat article on a university website about what the neighbourhood offers a foodie. Not quite education related, but definitely of interest to that market.
  • Ways to improve a  work practice: pick something relevant to the reader’s daily routine and think of ways your organization can help improve them. This is the feature to benefits sort of post, where you think about how your services save readers time, or improve their health.
Even if the holiday period is so crammed that you don’t need these evergreens, a handful of “publish anytime” stories are great to have in the back pocket for – the week you have to take off sick? Or more optimistically, your upcoming winter holiday…

Three articles

Top newsletter suggestions from Fast Company – I’ve already subscribed to a few of these

B corps, a new category of sustainable for-profit business, recently came across my radar. This article is a good explainer

I love the topic of how to give bad news – here are some good tips

Two hacks

Couldn’t we all hack our sentence variety? One of my top suggestions when editing almost-there pieces

Hack your procrastination? A writer experiments with scheduling it in…

And a video

With so much sharing of stories about sexual harassment, this short video is smart advice about how women sharing their experiences with the men in their life can help turn them from bystanders into interveners

What I’m reading

‘Tis the season for top people profiles – I enjoyed reading both Fortune’s 50 most powerful women (October) and Forbes’ 50 most daring entrepreneurs (November)

What I’m writing

I’ve started a new volunteer role as editor of the Networds blog for the Toronto Chapter of the Professional Writer’s Association of Canada. Here’s my first post about a seminar where I was a panellist:

And now my familiar call – as you know, I write and edit everything from feature articles to web profiles to newsletter copy to news releases to annual reports. Visit my copywriting portfolio at or read my articles online at Call me to discuss your next project.

We’ve come to the end of my newsletter! Your feedback is welcome. If you want to get off this train, the unsubscribe link is below. If you like what you’re reading, feel free to forward and get others on board.