Repurposing Evergreen Content: Boosting ROI Through Multi-Format Content Creation

One of the hallmarks of a successful content strategy is the development of evergreen content. This refers to any content that remains relevant and useful over a long period of time, remaining viable long past its publication date. The best evergreen content is optimized for search engine success and can be an incredible magnet for traffic and leads.

?

One particular benefit of evergreen content? Because this content never loses its luster, it tends to be very easily reclaimed, recycled, and repurposed. In fact, repurposing evergreen content is one of the best ways to keep your content cycle fresh and inspired.

?

What are the Benefits of Repurposing Evergreen Content?

Before we get into specific strategies for repurposing evergreen content, it may be helpful to explore some of the reasons why this is a worthy pursuit. Advantages of repurposing evergreen content include:

?

●?????? Extended reach. Taking a tried-and-true blog post and adapting it into a Facebook post or an infographic can extend its reach even further, allowing you to appeal to different users across a range of platforms.

●?????? Increased visibility. Enlivening older content, perhaps even inserting some new keywords, can signal ongoing value to the search engine algorithms, potentially increasing your brand visibility.

●?????? Resource efficiency. Crucially, repurposing evergreen content is a very efficient way to maximize your content marketing budget, deriving maximum value from your time and resource investments.

●?????? Improved brand authority. By sharing your most timeless and authoritative content across a range of different platforms, you can enhance your reputation as a thought leader and subject-matter expert.

?

These are just some of the reasons why it’s valuable to take your evergreen content and refashion it for different platforms or channels. That leads to the central question: How should marketers repurpose their evergreen articles?

?

Best Practices for Repurposing Evergreen Content

There are several specific strategies for content repurposing. Here are a few of the top options.

?

Update and Revise

One of the simplest ways to breathe new life into an evergreen article is to return to the original content for a quick touch-up: Bring any statistics up to date, include some new sections to flesh out the topic, or augment the existing article with an FAQ section. There are a number of ways to make an already-valuable post even more valuable.

?

Create Shorter Articles

When you have a lengthy evergreen article that addresses a topic in comprehensive detail, that often provides an opportunity for you to break it down into a series of shorter articles. For example, maybe you have an article highlighting the 10 best content marketing tools… it might be easy to spin that into shorter lists, focusing on content marketing tools in different categories.

?

Make Infographics

An evergreen article can often provide fodder for infographics. For example, if you have an article with a bulleted list included, you could condense that list and turn it into an eye-catching visual. That way, you can distribute the content to folks who may not want to read a blog post but are happy to engage with your brand on Facebook or Instagram.

?

Film a Video

Another option for repurposing evergreen content is to convert written articles into video content. Essentially, you can film yourself as a “talking head” and subject matter expert, using the evergreen article as a script or a set of talking points. Again, this can be an excellent way to reach users across different channels, including those who may not be avid blog readers.

?

Chop it Down for Social Media

An evergreen article may also provide you with individual nuggets that you can fit into a post on Threads or on LinkedIn. Go through your articles for punchy quotes, tips, or highlights that you could use to fuel your social media growth.

?

Use Your Newsletter

Your newsletter is another place where you can not only send out links to evergreen content, but also provide your subscribers with short summaries or relevant bullet points. Not only can this expand the reach of your content, but it provides readymade inspiration for your next newsletter!

?

Find Out More About Repurposing Evergreen Content

A viable content strategy requires you to produce new content on a regular basis, but also to be thoughtful in how you use your older content. Developing strong evergreen posts is the first step, then repurposing those posts comes next.

?

Our content marketing team is here to help you with full-scope content strategy, from brainstorming topics to ensuring authoritative, useful posts. With any questions, reach out to Grammar Chic, Inc. at 803-831-7444.