07/13/2026
I just read an article claiming that evergreen content is over and that building around individuals is now the only strategy left.
The basic argument makes sense. If AI can completely replace your article with a quick summary, the content probably does not have much of a moat. People are increasingly looking for firsthand experience, original data, strong opinions, and advice from experts they recognize and trust.
But I think saying evergreen content is “over” goes too far.
People will continue searching for answers to questions that do not change very often. The problem is not that the topics are evergreen. The problem is that thousands of websites have published nearly identical answers based on the same keywords, competitors, and search results.
Maybe the future is not evergreen content versus individual expertise.
Maybe it is evergreen content built around individual expertise.
Here is the slightly more controversial part: Businesses that hide their knowledgeable employees behind polished, anonymous brand copy may be making themselves easier for AI to replace. The companies that win could be the ones willing to give their experts names, voices, opinions, stories, and platforms.
So, what do you think?
Is evergreen content really dying, or are we finally witnessing the death of generic SEO content? Do you agree that individuals and recognizable experts should become the center of a company’s content strategy?
