Evergreen Content + Trust Framework (Essential to do)

Matt Earle

Oct 6 • General discussion

G’day team

Quick one for you — this is a content strategy we’ve been using lately that works across the board.

Doesn’t matter if you’re in e-commerce, coaching, or services — it’s solid.

This is so good every business in here needs to do this as soon as possible.

Quick overview below, but:

Watch the loom here.

And grab the prompts from here.

Before anyone buys from you, they need to trust three things:

1) The Promise — the result or outcome you’re offering

2) The Person (or brand) — your credibility, character, and ability to deliver

3) The Process — the method or system you use to get results

When you look at your content through this lens, you’ll often spot gaps:

Are you actually talking about the outcome clearly enough?
Are you showing people why they should trust you?
Are you explaining your method in a way that builds confidence?

But that's only the first part. Now we're going to find evergreen topics in our niche and then categorise them into the three P's!

So we leave no stone unturned.

Step 1: Find Evergreen Topics

First, we’ll identify 10 timeless topics in your niche — the problems and foundations that never go away. These become the backbone of your omnipresence campaigns because they keep attracting and educating people year after year.

Step 2: Categorise Them into the 3 P’s

Then we’ll sort each topic into Promise, Person, or Process.This shows you where you’re already strong and where you might need to create more trust-building content. It’s a simple way to make sure your content strategy covers all three angles.

Why This Works

These topics don’t expire. Once you’ve got them mapped, you can keep them in rotation through organic content, ads, or automated campaigns. Over time, they build serious trust and authority without needing to constantly reinvent the wheel.

Let us know how you get on in the comments section and if you have any questions.

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