Evergreen content is a powerful tool that helps you stay relevant in search engine results, long after you’ve created the initial piece. It can be as simple as a tutorial video, or a “best of” list that is updated every year. It is content that continues to provide value and that can be used to create new content.
Let’s take a look at repurposing evergreen content as a strategy for content marketers to truly utilize some of your best existing assets.
When repurposing, it’s important to note that we are not talking about simply reposting a successful post from a prior year. Repurposing evergreen content does require some level of thought and work beyond simply rehashing what you’ve stated before.
Here are a handful of our favorite content marketing tips to turn quality evergreen work into something new and exciting.
1. Transform Evergreen Content into New Formats
This is one of the best and most straightforward ways to use high-quality, successful content over again. By transforming a piece into a new medium, you get to riff on the central topic, add new insights, or deliver it in a way that is accessible to a wider audience.
For instance, you can take a successful blog post and turn it into a podcast topic. Another example would be taking a webinar that you produced and converting it into a YouTube video, or a highly successful article series and turning it into an ebook. What’s more is that you can use each of these different types of media to tie back into your brand, emphasizing your message and enticing people to learn more about your business.
2. Create Visual Content
While some of the most common pieces of evergreen content are blog posts, it is difficult to gain viral sharing of them. A way to maximize your reach is to turn your written blog content into several shorter, more visually driven pieces.
For instance, you can summarize the main point of your content and make short-form videos, infographics or quote images. All of these types of visual content are highly shareable, and will dramatically increase your reach beyond that of the original blog post.
3. Utilize Social Media Platforms
One of the best methods for utilizing repurposed evergreen content is to share it on social media. Blue Sky, X, Facebook, LinkedIn, Instagram and Tik Tok have all created extremely simple opportunities to go viral and reach a much broader market than previous advertising was ever capable of, and you should be using them.
Short-form videos and infographics, as mentioned above, are extremely popular on these platforms. Being able to share a visual snippet of an idea that you have is far more profound than writing paragraph after paragraph. And suffice it to say, the average attention span has dropped dramatically. Social media is the perfect venue for quick summaries.
4. Develop Email Marketing Content
One of the best uses for your most successful evergreen content is to create an email marketing campaign that culminates in a pitch. You can get people to sign up, then deliver sections or chapters of a larger piece of evergreen content weekly. This keeps them engaged and may increase the likelihood of their conversion into customers.
Newsletters allow you to repurpose some of your old heavy hitters, delivering that content interspersed with new content.
Finally, you can use a lead magnet made from your previous content to draw people into your email funnel and get them interested in your brand.
5. Create Premium or Gated Content
If you have exceptionally well-performing evergreen content, it can be extremely useful to turn it into a paid series, webinar, or online course.
Online courses are extremely popular and are often the end of a successful lead magnet. By creating a sense of urgency and exclusivity, you can convert people reading your email or your sales page into buyers with a discounted online course built from your previous content.
Ebooks and white papers are great because it takes very little effort to convert a highly successful blog post into one of these new types of content to be sold for a modest price. Social media is exceptionally fertile ground for selling ebooks because you can visually highlight a problem and offer repurposed content as a solution.
Membership content is also a great way to utilize your best work in a way that continues to pay dividends. By locking your best information and posts behind a paywall, you can earn money directly off of something you created in the past. If your evergreen content had a viral moment previously, anyone looking it up now will see that it’s exclusive to members, creating a sense of legitimacy.
Evergreen Content Is Gold
These strategies are a great way to continue to gain customers from your best work. If your content was successful in the past — and the strategies and tips within are still relevant — you should be utilizing it as much as possible, repurposing it in any way that can go viral, or just simply be successful again.
If you’re interested in learning more about the strategies for repurposing your evergreen content, reach out to Yankee Custom Marketing. Our goal is to help businesses thrive with authentic content creation.
Contact us today and let us know where you’re stuck. We can work together to help catapult your marketing and business to a new level of success.