338 Evergreen Content & Thoughts Behind A New Opening Script

by Cliff Ravenscraft on December 19, 2013


Evergreen branch in snowCreating Evergreen Content (00:38:45)
In this episode, I talk about the value in intentionally creating evergreen content. In my weekly podcast, I may discuss topics that are extremely relevant today but may not be applicable months or years down the road. However, I will often create a segment of an episode or even full episodes where I intentionally create something that will be “evergreen” and something that I will refer back to for years to come.

I’ve also been known to create a brand new podcast, with the end in mind, where the entire 10 to 15 episodes (or more if needed) are intended to be an evergreen resource like my Virtual Assistant Podcast.

Thoughts Behind A New Intro Script
I’ve been thinking about changing the script to my intro for many months now. As I shared in this episode, I changed the focus of the content of Podcast Answer Man back in January 2012 when I announced that I was canceling six podcasts and rolling much of the best content from Business Tech Weekly, Social Media Serenity and Successful Life Mindset into this podcast.

This change in content focus has been extremely successful and the size of the audience for this podcast has grown immensely as a result. However, the reality is that, until now, I had never made a change to the opening script that reflects the true focus of Podcast Answer Man. In this episode, I tried out my new script and shared the thoughts that went into the wording that I chose. (This topic starts at the very beginning of the episode)

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Free Month of Media Hosting With Libsyn!
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Hi Cliff,

I understand the divergent views about the direction your podcast has taken.  As I thought about it, the words of Derek Halpern at the Platform Conference rang in my ears.  You want to have as few people on the fence as possible.  It seems that you have achieved that! 

I love the focus of your podcast.  It is helping to give me the courage and inspiration to move ahead with my business plans.  Your podcast could potentially be a bit more crisp, as you yourself acknowledge.  At the same time, I love the honesty, spontaneity, and warmth that shines forth when you share with us.  It's much like having a conversation with you in my car.  I'd much rather have that than a podcast that merely delivers information in a tightly controlled fashion. 

Keep it up!  Many thanks, Kathleen


Sorry, I've got to disagree with everyone on here. I think PAM has taken a turn for the worse.

I think you've gotten very light with good, usable content. Now, I'm not looking strictly for "gear talk", as in "here are the best 5 microphones for podcasting", but PAM has become so heavy in the self-promotion or the Cool Whip-light "hey, I became a podcaster, and you can become one, too!" chatter. Rarely do you answer questions anymore, or give useful tips and tricks. Since you've decided to go with this new approach, why not rebrand yourself as "Podcast Entrepreneur Man" or "Podcast Inspiration Man" instead of being "Podcast Answer Man"? At least your show's title won't be as misleading.

Cliff, please forgive the frankness here.  I say this as one Christian brother to another...Sometimes I feel you think your dung does not stink. If I were you, I would trim out the long, bloated monologues about your online courses, your speaking engagements, your 20-minute-long talks about your other podcasts (which is about 18 minutes too long), and on and on and on....  I'm thinking, "where was the meat?" I have to be honest; there are sometimes I won't even finish an episode because it turned out to be yet again another 50-minute-long advertisement for Cliff. Edit this out in pre-production! Instead, please fill it with thoughtful content and info.

To be fair, you do pull put some good content every now and again. You sometimes offer a nugget of pertinent news or info, and your social media segments with Erik Fisher are often good. I had given your podcast 4 stars in iTunes a while back (and you read my review on the air), but I think PAM is slowly sinking towards abysmal levels.  I'd give it a 2 or 2 1/2 stars right now.

I don't really want to bring other names into this critique, but I feel Daniel J. Lewis' "Audacity to Podcast" show has picked up where you dropped the ball with rich, meaty, valuable "how-to" content that I eagerly look forward to every week.  Daniel picks up that ball and scores touchdowns, while I feel you take that figurative football you fumbled and try to talk to the fans in the stands about how great you are for three quarters of the game.

Jackie Ulmer
Jackie Ulmer

Wow! WAs THIS ever timely, Cliff! Thanks. I am right in the middle of deciding whether to launch my SECOND podcast, that hits a more specific target - specifically Work At home Moms (WAHMs.)  This would be geared toward all different types of WAHMs, not just Direct Sales moms.

While my current podcast talks about it SOME, it is more focused on using online tools for moms and others to build a Direct Sales business. However, having 2 children, 21 and 18 now, who grew up with me as a WAHM, there are LOTS of other things that I want to talk about - balance in the family and business; tips for managing help with childcare; getting them involved in your business; cooking and household tips and more.

So, any other ideas you have would be welcome. I thoroughly enjoy creating a podcast, and so doing a second one is not an issue. Just wonder if it's the smart move.

Thanks Cliff!

EXPECT Success!

Jackie Ulmer

James Kinson
James Kinson

Cliff, thanks for changing your show's format in 2012. Your current PAM episodes give me what I need to stay inspired. They help me appreciate every single person who engages with my content. They help me because I am interested in becoming a speaker, podcaster, and helping lots of other folks. They help me because I do plan to make money at some point in the future with my content. So, your show is right in my listening sweet spot! Oh, and I do like the sprinkling of tech tips for sure, I still need that too. 


I just wanted to let you know that I really enjoyed this episode of PAM.  After listening to the episode, I must admit that I am one of your listeners that really misses the "gear talk" of PAM.

However, over the last 3 months or so, I've found myself really understanding why you've taken PAM the direction you've take in.  While I miss the gear talk, I absolutely appreciate the content you prove with PAM now.  

As I try to figure out my path in this new media world, the information and inspiration that you give me is so valuable.  I appreciate everything you give your community and while I'm one that misses the gear talk, I'm glad that you have given me the content that I needed to hear, not the content I necessarily thought I wanted to hear.  

Again, thank you so much.  Happy holidays to you and your family and I hope to be able to say "hi" again at NMX. 

Mike Brookston
Mike Brookston

Agree with what you said Cliff, I love the fact that when I'm listening to your podcast I'm getting much more information than how to produce a podcast! You really inspire MY LIFE with each one of your episodes of podcast answer man and pursuing a balanced life (not only my desire to podcast)!

Cliff Ravenscraft
Cliff Ravenscraft moderator

@KathleenThompson You know, I hadn't thought about how the "You want as few people on the fence as possible"applies here.  However, you are so right!   And I am so thankful for your analogy of a conversation with you in the car.  This really is the approach that I enjoy most when creating a podcast.     I'll continue to try and "crispen" things up as I go forward.  However, I'll do my best to maintain the honesty, spontaneity and warm in a very conversational style.   Thank you so much for your feedback!

Cliff Ravenscraft
Cliff Ravenscraft moderator

@ScottRoberts Scott, Thank you for your very honest feedback.  I know, for a fact, that at least 10% of my existing audience feels exactly the same way that you do.  In fact, I've received a few emails that are even more frank than what you have written here.

There are times when I actually feel "some" (not all) of these things you shared about some of the content that I've produced.  Oh trust me, I'm not the type of person who doesn't think his own dung stinks.  

I'm not saying that the past two years of content has been stellar content from beginning to end.  Yes, I do often struggle with long winded monologues.  Yes, I struggle with liking to hear my own voice from time to time.  Yes, there are many of my personality flaws that show up within the content that I produce.

Yet, at the same time, the fact that I consistently produce content that is from my heart is what the other 80% to 90% loves and desires.   You see I am the recipient of all the feedback that I get from this show and I do get both good and bad feedback.  I read it all and I actually consider every word that is said unless the feedback is designed to do nothing but spread hatred and offers no valuable critique.

I am a words of affirmation type of guy where it only takes one negative bit of feedback to wipe out 100 emails full of overwhelming praise.  The reality is that I do get nearly 100 emails from people telling me that the most recent episode was THE BEST EPISODE EVER for every one email that might have even a hint of the feedback that you have shared here.  (These numbers are not an exaggeration).

There is no question that I could do a lot of things to improve the format of my show.  More pre-show preparation, perhaps some time spent editing out unneeded bits in post production, etc.  In fact, I've actually done quite a bit of editing out of unneeded bits in recent episodes.  So if you thought some of the recent stuff was bad, at least you didn't have to deal with the "UNCUT" version. ;)

It sounds to me like Daniel is creating a show that is more in line with what you are looking for.  I get that.  Daniel is a great friend and he absolutely loves the "how to" stuff so much more than I do.  I'm more of the "mindset" and "evaluate the reason why" guy.  I prefer to focus on the benefits of podcast as it relates to building"relationships" with people and developing  "community" with people around the world.    

I'm still working on the proper balance of promotion of my own products and services.  I'm always trying new things.   When it is all said in done, I do believe that I am consistently delivering GREAT CONTENT.  Maybe not hitting  a solid "10 out of 10" every week.  However, I do believe what I lack in some of the annoyances that you feel with the content.  I do believe I make up for in authenticity, transparency, passion, and a genuine desire to share my heart and my experiences with others.

Again, I do appreciate your frank feedback.  I especially appreciate the spirit in which you wrote it and how you crafted it.  I would say that of what you wrote, I would say that I am at approximately 20% in agreement with what you wrote and I am certain that the other 80% is intentional on my part.   I am thrilled that others are consistently creating the meaty how-to content that you look forward to every week.  It takes the pressure off of me to be that for you and others.  I'll continue to sprinkle that stuff in here and there.  However, this episode clearly communicates the type of show that I feel called to create.

Cliff Ravenscraft
Cliff Ravenscraft moderator

@Jackie Ulmer My feeling is that if the TARGET AUDIENCE for the second podcast is the same as the first, then I wouldn't create a second show.  If it's a different target audience and doesn't distract you from reaching your goals with the first podcast, then go for it.

Cliff Ravenscraft
Cliff Ravenscraft moderator

@James Kinson Thank you James.  I really value your feedback here and appreciate you took the time to write and share your support of the type of content that I have chosen to create for Podcast Answer Man.

Many blessings!

Cliff Ravenscraft
Cliff Ravenscraft moderator

@CoreyFineran   Corey,

Thank you so much for this feedback.  
I love the way you phrased that... "The content I needed to hear, not the content I necessarily thought I wanted to hear."   

That is 100% my passion.  The content that I am sharing is the exact content I wished had existed when I first ventured into the world of Podcasting.   

I've done so many stupid things that I hope to help others avoid.  

I have also been given opportunities that I never dreamed possible, such as becoming very close friends with folks like Dan Miller, Michael Hyatt, Michael Stelzner, Pat Flynn and this list goes on and on.  Doing life with these folks, I've learned SO MANY THINGS as I watch how they grow their business and learn more about "how they think."

I believe it would be an irresponsible misuse of the platform that I have been given, with Podcast Answer Man, if I only focused on the gear / tech talk and didn't share these other, more valuable, insights into taking our podcasts, our businesses, and our lives to the next level.

Thank you so much for recognizing my mission and calling to do this.

Very Sincerely,  Cliff

Cliff Ravenscraft
Cliff Ravenscraft moderator

@Mike Brookston Mike, thank you so much for the feedback and for confirming that you are among the folks who find great value in the content that I've been creating over the past two years.

Jackie Ulmer
Jackie Ulmer

@Cliff Ravenscraft @ScottRoberts After listening to this week's episode, with Tom Adams, there is plenty of meaty substance. I actually listened to it 3 times to glean a little more. This has been a great discussion, that all of us in the podcasting arena can learn from. 

Sometimes, our heart takes us down a slightly different path than the one we originally intended and I love your authenticity around your journey Cliff. 

I do love the Q and A parts of your podcast, as well as the interviews and I am often amazed at what I take away from one, not even expecting it. Thanks to all for sharing.

Cliff Ravenscraft
Cliff Ravenscraft moderator

@Jackie Ulmer @ScottRoberts Thank you so much Jackie.  I'm thrilled that you enjoyed the conversation with Tom Adams.  I absolutely love that he's been cranking out content for over two years for a target audience of only about 5,000 total people in the world with a goal of reaching about 500 of them. ;)

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