Repurposing evergreen content is a smart strategy to extend the lifespan of your valuable content assets, stay relevant, and maximize return on investment (ROI). Here’s how to repurpose evergreen content effectively:
1. Identify Evergreen Content Assets:
- Start by identifying evergreen content assets from your existing library. Evergreen content is timeless, valuable, and relevant to your target audience regardless of when it was created. This could include comprehensive guides, tutorials, case studies, how-to articles, and FAQs.
2. Analyze Performance and Relevance:
- Review the performance and relevance of your evergreen content assets to determine which pieces are most suitable for repurposing. Look for content that continues to attract traffic, engagement, and conversions over time and addresses topics or pain points that remain relevant to your audience.
3. Choose Repurposing Formats:
- Select repurposing formats that align with the nature and format of your evergreen content. Consider transforming written content into visual formats such as infographics, slideshows, or videos, or adapting long-form content into bite-sized social media posts, email newsletters, or podcast episodes.
4. Update and Refresh Content:
- Before repurposing evergreen content, review and update it to ensure accuracy, relevance, and alignment with current industry trends and best practices. Update statistics, examples, and references as needed to reflect the latest information and insights.
5. Break Down into Smaller Pieces:
- Break down long-form evergreen content into smaller, digestible pieces that can be repurposed across different channels and formats. Extract key insights, tips, quotes, or data points from the original content to create standalone articles, social media posts, or visual assets.
6. Create New Content Formats:
- Experiment with creating new content formats from existing evergreen content to reach different audience segments and preferences. For example, repurpose written content into multimedia formats such as podcasts, webinars, or interactive quizzes to cater to diverse learning styles and preferences.
7. Optimize for Different Channels:
- Optimize repurposed content for different distribution channels and platforms where your target audience is active. Tailor content formats, messaging, and presentation styles to suit the characteristics and requirements of each channel, whether it’s social media, email, your website, or third-party platforms.
8. Cross-Promote Repurposed Content:
- Cross-promote repurposed content across your marketing channels to maximize reach and engagement. Share repurposed content on social media, include it in email newsletters, feature it on your website, and promote it through partnerships or collaborations with influencers or industry publications.
9. Monitor Performance and Iteration:
Monitor the performance of repurposed content using analytics tools and tracking metrics such as engagement, traffic, conversions, and audience feedback. Use insights gained to iterate on your repurposing strategy, refine content formats, and optimize distribution channels over time.
10. Test and Experiment:
- Continuously test and experiment with different repurposing strategies and content formats to identify what resonates best with your audience and drives the most meaningful results. Be open to trying new approaches and learning from both successes and failures to refine your repurposing tactics.
By repurposing evergreen content effectively, you can breathe new life into existing assets, reach new audiences, and maximize the value and ROI of your content marketing efforts over the long term.