Evergreen content is a cornerstone of a successful content marketing strategy. It is the content that remains valuable and relevant over time, continuously attracting traffic and engagement. However, to maximize its return on investment (ROI) and ensure it stays relevant, repurposing evergreen content is a highly effective strategy. This article will guide you through the process of repurposing evergreen content to extend its lifespan, reach new audiences, and enhance its impact on your overall marketing efforts.

Understanding Evergreen Content

Evergreen content is not tied to a specific event, trend, or timeframe. Instead, it addresses topics that consistently interest your target audience, offering information, tips, or solutions that remain useful over the long term. Examples of evergreen content include how-to guides, product reviews, case studies, FAQs, and foundational articles on topics within your niche.

Why Repurpose Evergreen Content?

Repurposing evergreen content offers several benefits:

1. Maximized ROI: By repurposing content, you can extract more value from your initial investment in content creation. It allows you to leverage existing content in new formats or channels without starting from scratch.
2. Increased Reach: Repurposing allows you to reach different segments of your audience who may prefer consuming content in various formats, such as videos, podcasts, or infographics.
3. SEO Benefits: Updating and repurposing evergreen content can improve its search engine rankings. Google values fresh and relevant content, so repurposing can give your content a new lease on life in the search rankings.
4. Consistency in Content Output: Regularly repurposing evergreen content can help maintain a consistent content output, even when resources are limited. It ensures your audience always has something valuable to engage with.

Steps to Repurpose Evergreen Content

1. Identify Suitable Evergreen Content

Not all evergreen content is ideal for repurposing. To start, identify the pieces that have performed well over time and have the potential to be refreshed or transformed.

• Performance Metrics: Use analytics tools to identify high-performing content based on traffic, engagement, conversion rates, and social shares.
• Relevance and Timeliness: Ensure the content is still relevant and aligned with your current brand messaging and audience needs. Content that addresses ongoing issues, frequently asked questions, or timeless topics is ideal.
• Gaps and Opportunities: Identify any gaps in the content that could be filled with additional information or updated with the latest data or trends.

2. Refresh and Update Content

Before repurposing, consider updating the original content to ensure it is still accurate and relevant.

• Update Information: Refresh outdated statistics, replace broken links, and update any references to older events or technologies.
• Add New Insights: Include new insights, examples, or case studies that have emerged since the original content was published.
• Enhance SEO: Review the content’s SEO performance and update keywords, meta descriptions, and internal links to improve its visibility.

3. Transform Content into Different Formats

One of the most effective ways to repurpose evergreen content is by transforming it into different formats. This not only helps reach new audiences but also maximizes the content’s versatility.

• Blog Posts to Infographics: Turn a detailed blog post into a visually engaging infographic. Infographics are highly shareable and can drive traffic back to the original post.
• Articles to Videos: Convert a how-to guide or a listicle into a video tutorial or explainer video. Videos are particularly effective on social media platforms and can boost engagement significantly.
• Case Studies to Webinars: Repurpose a case study into a webinar where you can dive deeper into the subject and engage with your audience in real-time. Webinars can also be recorded and used as gated content for lead generation.
• Long-Form Content to Social Media Posts: Break down a long-form article into a series of social media posts. Each post can highlight a key point or tip, driving users back to the full article for more details.
• Podcasts from Written Content: If you have a podcast or are considering starting one, repurpose blog posts or interviews into podcast episodes. This format is particularly appealing to users who prefer to consume content on the go.

4. Syndicate and Distribute Across Multiple Channels

Repurposing content also involves distributing it across various platforms to reach a broader audience.

• Guest Blogging: Repurpose a high-performing blog post into a guest post for another reputable site in your industry. This can drive new traffic back to your site while establishing authority.
• Email Newsletters: Summarize evergreen content in an email newsletter, providing value to your subscribers while encouraging them to visit your website for the full content.
• Social Media: Share repurposed content across different social media platforms, tailoring it to each platform’s unique audience. For instance, use shorter, snappy versions on Twitter, and more visual content like images or videos on Instagram or Pinterest.
• Content Aggregators: Submit repurposed content to content aggregators like Medium, LinkedIn Pulse, or industry-specific platforms. This can expose your content to a new and larger audience.

5. Repurpose for Different Audience Segments

Consider repurposing content to cater to different segments of your audience. This can involve adjusting the tone, complexity, or focus to better align with the specific needs and interests of each group.

• Beginner to Advanced: Take a beginner’s guide and expand it into an advanced tutorial, or vice versa. This allows you to cater to both novice and experienced users.
• Industry-Specific Versions: Customize evergreen content for different industries or sectors. For example, if you have a general post on “Digital Marketing Strategies,” you could create versions tailored to industries like healthcare, finance, or retail.
• Localized Content: Repurpose content for different geographical regions by incorporating local data, examples, or language nuances. This can be particularly effective for global brands.

6. Combine and Curate Content

Combining related pieces of evergreen content into comprehensive guides, ebooks, or courses can add significant value to your audience.

• Create Comprehensive Guides: Combine several related blog posts into a comprehensive guide that offers in-depth coverage of a topic. This can be offered as a downloadable resource, attracting leads.
• Curate Content Collections: Curate a collection of related content pieces into a single resource, such as “Top 10 Articles on Content Marketing.” This can serve as an authoritative resource on a specific subject.
• Develop Online Courses: If you have a series of tutorials or how-to guides, consider developing an online course. This can be a paid product or a lead magnet, providing substantial value to your audience.

7. Measure and Analyze Results

As with any content strategy, it’s crucial to measure the results of your repurposing efforts. Track performance metrics to determine the effectiveness of repurposed content and identify areas for improvement.

• Engagement Metrics: Monitor metrics such as time on page, bounce rates, social shares, and comments to gauge audience engagement with repurposed content.
• Traffic and Conversion Rates: Analyze traffic sources and conversion rates to see how well repurposed content drives traffic and leads. Use tools like Google Analytics and social media insights for detailed analysis.
• SEO Performance: Track the search engine rankings of repurposed content to assess the impact of updates and SEO enhancements.

8. Repeat and Scale

Repurposing evergreen content is an ongoing process. Regularly revisit your content library to identify new repurposing opportunities. As you refine your process, you can scale your efforts to cover more content and reach a broader audience.

• Content Audit: Conduct periodic content audits to evaluate the performance of your evergreen content and identify new pieces for repurposing.
• Template Development: Develop templates for common repurposing formats, such as infographics or video scripts, to streamline the process.
• Automation Tools: Use automation tools like social media schedulers, email marketing platforms, and content management systems to efficiently distribute repurposed content.

Conclusion

Repurposing evergreen content is a powerful strategy for maintaining relevance and maximizing ROI. By transforming, updating, and redistributing your content across different formats and channels, you can continuously engage your audience, improve SEO performance, and extract more value from your content investments. Regularly revisiting and repurposing evergreen content ensures it remains a vital asset in your content marketing strategy, helping you achieve long-term success.