Content may be king, but it also requires a significant investment of effort and resources. Constantly churning out new content pieces to be your next “crowning achievement” requires a lot of researching, writing, editing, approving, and publishing.
Luckily, you don’t have to reinvent the wheel to achieve your content marketing goals. Your older content has been waiting in the wings and it might finally be time to give it an encore.
There are many perks of repurposing evergreen content (content that continues to be relevant), such as providing an SEO boost, reaching new audiences, driving traffic, and potentially getting sales.
However, not all of your old content is evergreen or should necessarily be given a second chance; sometimes, it’s already served its purpose. Instead, look to your best, top-performing, and still-relevant content to give a facelift.
Once you’ve audited your existing collection, keep reading for our five ways to repurpose evergreen content.
1. Transform Evergreen Content into New Content
These days, books become TV shows, TV shows become movies, movies become, well, more movies. Content is versatile and malleable; it has the ability to become new, exciting things in different mediums.
This should be good news for your content team. They may have put a lot of effort into creating a piece of content, and transforming it helps ensure you get the most out of their efforts.
Use the information in an evergreen blog or landing page to create an infographic. Infographics use texts and graphics to display information in a fun, digestible way. Here are some great examples of infographics to inspire you.
Video content continues to be one of — if not the most — popular forms of content these days. Fifty-four percent of consumers want to see more video content from a brand or business they support. In addition to video content, over 11 million Canadian adults listened to podcasts in the past year. If you have either recording or film equipment, you could turn your content into a podcast or video for your audience to enjoy.
2. Use Your Evergreen Content to Make an Email Newsletter
If you have an email newsletter, you know the time and energy it takes to come up with quality, consistent email content. Luckily, your older blogs can make their comeback in your next email send.
Depending on your goals and newsletter style, you could tease your blogs in the email copy and drive traffic to these pages to give them an SEO boost. Crossing an email off your to-do list and boosting your SEO? It’s a win/win.
Alternatively, you could “borrow” copy from the blog to put into the email itself. For example, a listicle blog could be repurposed into multiple email content blocks or an infographic embedded in the email. Here are some great examples of listicle-style emails.
3. Turn Your Evergreen Content into a Social Media Post
According to Global WebIndex, 53.6% of the world’s population uses social media with an average daily usage of 2 hours and 25 minutes. There’s no doubt that a good portion of your customers are hanging out on social media — so why not meet them where they’re at? You’re likely already doing social media posts for updates on your latest offerings, so adding in more content-focused posts is a great way to get your content in front of your audience.
Here are some quick stats from Forbes: 54% of social browsers use social media to research products and 71% watch videos on social media to laugh. With this in mind, think of your existing content that could check these boxes. Social content that is interesting, helpful, or funny is more likely to get shared and engaged with.
So how do you take a blog or webpage and make it into a social post? It’s simple: think of the content and the platform. Stats can be turned into tweets; infographics can be turned into Instagram grid carousels; listicle blogs can be turned into Instagram stories. Don’t be afraid to get creative!
4. Refresh Your Evergreen Blog Posts
Turns out, you can teach an old blog new tricks. Give an old blog a second chance by updating dated information. For example, if you had written a blog at the start of the COVID-19 pandemic about changes to your service offerings, you could update that information with your latest protocols instead of writing an entirely new blog. That way, you don’t add unnecessary work for your copywriters, and you maintain the SEO value of the original blog.
As consumer behaviour changes, we’re learning how to best market to our target audiences. Perhaps you had written a long-form blog which isn’t seeing the same performance it once did. Don’t worry, it’s nothing personal.
According to a Microsoft Study, people have an attention span of eight seconds, a decrease from 12 seconds back in 2000. Consider refreshing that long-form blog into a shorter listicle blog. Alternatively, you could take that longer blog and stretch it out into several, shorter blogs, depending on your goals.
5. Combine Your Evergreen Content into Long-Form Content
People might have shorter attention spans these days, but that doesn’t mean that longer form content doesn’t have its place. There are lots of reasons for long-form content: they earn the most organic traffic, readers spend more time with them, and Google rewards them.
So how do you take your existing blogs, infographics, or social media posts and combine them into long-form content? Some ideas include: combining multiple blogs into an ultimate guide or ebook, building out an infographic into a slidedeck for internal brand trainings, or making a blog post featuring your top social media posts.
Old content doesn’t have to be left behind; it can boost SEO, drive traffic, reach new audiences, and more. Choose evergreen content that’s relevant, high-performing, and engaging, and don’t be afraid to get creative with how you repurpose it.
Create Incredible Content with Sparx
At Sparx, our mission is to create content to make the world better.
Whether you want to give your old content new life or create new content, the experts at Sparx Publishing Group are always available to chat. We help purpose driven organizations secure their website, create great content, build experiences to delight their customers, and help grow their business. You can reach us here.
