“Thinking green” isn’t just for people who care about the earth — producing plenty of evergreen content then recycling and repurposing it are good skills for content marketers to have too. Content that has performed well can live a new life if you put it in a new package, rework it for a new audience or present it through a different medium. Evergreen content — the stuff that will be as interesting and relevant next year as it is today — can rise above short news cycles and attract prospective clients month after month. And when you repurpose content instead of always starting from scratch, you also save money in your marketing budget.
These articles and blog posts have some great tips for creating evergreen content and repurposing your best content in a variety of ways.
3 Ways to Repurpose Content for Free. Tech.Co: “When you’ve been working on content marketing for some time you’re likely to have groups of blog posts that logically fit together. These blog posts can be grouped together and formatted into an ebook. Ebooks can be very attractive as lead magnets, helping you secure a new user’s email by providing them with something for them to download and take away in exchange for subscribing to your newsletter or creating an account. Blog posts can run anywhere from 250 words to 10,000. Once you’ve grouped a few of these together you’ll realize how much content you’ve already created! All you need to do now is create your ebook. Luckily for us, both Microsoft Office and Google Docs let you export as a PDF file. That’s all there is to it! This is as much about reformatting content as it is about repurposing it. Not only do you have to spend next to no time creating your ebook, but you’ve also created a new lead magnet in the process!”
5 Ways to Repurpose Content to Increase Exposure. The Huffington Post: “Podcasting is a great way to add personality to your brand. It gives your company an actual voice. Moreover, podcasting isn’t a fad. Edison Research reported that ‘one-third (33%) of all Americans 12 years of age or older now say they have listened to at least one podcast.’ By converting written content into audio, you reach a whole new audience who may not have the time to read an article. This content form offers them an opportunity to learn more about your business, while they commute to work or take a lunch break. If you’re ready to hit the airwaves, try creating your podcast with Spreaker. This platform lets you create, host, and distribute your podcast from desktop and mobile devices.
Ways To Extend The Half Life of Your Content With Smart Repurposing. Business 2 Community: “Have a top-performing piece of content that you’ve redistributed to death? Rather than boring your audience by reposting it out over and over again, you can use leading metrics to test related subtopics. One great way to test this is to tweet out ideas or articles on a few of the topics you’re considering. At the end of the day, the tweets with the most engagement are a great leading indicator of the direction you should go in to expand a piece of content. … Have a piece of content that never quite popped? Maybe the content quality is there, but you just didn’t ‘sell it.’ Try reposting the content with different headlines and takeaways on your social channels, and measure the results. If one tweeted headline outperforms the rest, that’s your signal to repackage that post!”
Identifying and Repurposing Evergreen Content for Success. Search Engine Journal: “For me, content that stands the test of time is content that you write today that you know when somebody hits that piece of content two or three years from now, they’re still going to get value from it. It’s still going to help them to make a decision better, or to learn something that they didn’t know in the past. Earlier it was much more of a gut call. You would go in analytics and you look at are people sharing it when they get to it and what not. Today, what we’re doing now with our assets is we’re really tagging them well. For instance, if I have video on my content, now I can actually tell are people viewing that video. How far are they viewing it through? I’m looking at scroll depth on the content. I’m looking at people hovering over the share buttons….We can truly tell does this feel like an asset that when people are getting to it, they’re actually engaging with it, and it’s solving their problems. If so, then we know it’s worth pouring our time into re-purposing it, or putting more time into it.”
5 Social-Media Rules Brand Managers Need to Break. Entrepreneur: “3. Content must be timely. This is a principle of newsworthiness. Guidelines on producing a great news piece have a lot in common with the requirements for a solid social media update. Is it local, ethical and timely? Though timeliness is often a winning factor, it may not help you beat that tricky Facebook algorithm. Surprisingly, when it comes to organic success on Facebook, evergreen content trumps all. Here are a few questions to ask: What do we have to gain from strengthening our organic Facebook strategy? Does timeliness play a strategic role in our postings throughout the day? How many of our posts are timely vs. evergreen? Is this aiding, or taking away from, engagement opportunities over time?”