skills/evergreen-content-engine/references/content-system.md

# Evergreen Content System

## Idea record

Maintain these fields for each atomic idea:

- Audience and buying situation
- Problem, question, misconception, or aspiration
- Brand point of view
- Source or proof required
- Best format and channel fit
- Funnel job: discovery, trust, consideration, proof, conversion, retention
- CTA and conversion bridge
- Shelf life and review date
- Production effort
- Prior uses and observed result

## Prioritization

Score ideas relatively, not as fake precision:

- Relevance: does this matter to an identifiable audience now and repeatedly?
- Distinctiveness: could any competitor say the same thing?
- Evidence: can the brand credibly support it?
- Reuse: can the idea sustain multiple examples or formats without repetition?
- Effort: is production realistic for the team?
- Commercial connection: does it build a useful bridge to the brand's offer or relationship?

Favor high relevance, evidence, and distinctiveness. Use low-effort ideas to stabilize cadence, not to crowd out high-value work.

## Lifecycle

- Incubate: promising but missing proof, owner, or format.
- Ready: sourced and approved for production.
- Active: currently in the publishing cycle.
- Winner: repeatable signal across an appropriate window.
- Refresh: core idea remains valid but examples, facts, creative, or CTA need updating.
- Fatigued: repeated use produces declining response or audience saturation.
- Retired: no longer true, relevant, differentiated, or strategically useful.

## Refresh rules

Refresh when facts, products, customer behavior, platform formats, or business priorities change. Vary hook, example, proof, format, or audience context while preserving the core learning. Do not repost identical creative merely because a fixed interval elapsed.

## Measurement

Match metrics to the franchise's job. Discovery may use qualified reach or video hold; trust may use saves, substantive engagement, profile actions, or return viewing; conversion may use tracked clicks, leads, bookings, or sales. State when Simplified supplies platform metrics rather than business outcomes.