I had my podcast editor start clipping my daily podcasts into shorts this week. He had no prior experience with shorts. His second short ever is up to 650,000 views across platforms and increasing.
More importantly, this wasn’t an accident. It was a deliberate decision with the subject matter we picked.
There are few guaranteed wins, but this is one of them – evergreen subject matter.
The more you make content – the more you discover subject matter that will always perform well – even if the editing, or camera quality, or audio quality, or even the hook is well below subpar.
My editorās short – 650,000 views so far across platforms:
Another viral video I recently made on the same topic – several million views across platforms:
My first time making a video about the subject matter and it went viral – several million views across platforms:
Basically, EVERY time I put up a video on this subject matter it gets several hundred thousand to several million views.
Another example – I made a video last week about the time somebody bought the domain Google.com for $12 and actually owned it.
400,000 views so far:
The thing is – I’ve made videos about this many times in the past – maybe 5 times. The videos ALWAYS do well.
Evergreen subject matter.
I have so many more examples of this.
I noticed videos showing how to use Google Search Console to see which keywords you show on Google for always get views.
So I made this two weeks ago and it got 4 million views across platforms:
And this increased my Instagram followers by over 12,000 people.
What to do
- Keep a written list of evergreen subject matter.
- Have two sections: Testing, Proven.
- Next time you have a piece of content that performs above average, write down in the Testing section what the subject matter is on.
- Test the subject matter a week later. Make another piece of content on the topic and if it performs well, move that topic to the Proven section. If it doesnāt perform well, remove it from the list.
- Use your evergreen subject matter to get awareness on what you sell.
- You are creating a list of topics that ALWAYS get above average views. Weave what you sell into your content on the topic.
- The previous one above is an example – at the end I say, āMore SEO tips just like this at compactkeywords.com.ā – This is how the search volume for Compact Keywords spiked after that video:
- I probably could have done an even harder sell, āI go deeper on this in my SEO course at compactkeywords.com“
- Orā¦ since the subject matter always does above average, I may be able to do a below average hook, āSomething I share in my SEO course, Compact Keywordsā¦ā
If you post consistently and track what works, youāll build your own personal vault of evergreen subject matter – content that performs well every time.
This means predictably high visibility with a direct path to selling what you offer.
There are few guaranteed wins.
Evergreen subject matter is one of them.
