Keeping your content evergreen is extremely important. We believe we need not elaborate too much. Outdated posts don’t interest anyone – that much is clear even to newbies.
Some brands find it easier to repurpose their content simply because they operate within timeless niches. I.e., scholarly articles are never out of date; it’s just important to follow up on them.
What about other niches?
Generally speaking, there are a couple of tips applicable to all brands, regardless of the industry. First of all, it is important to keep in mind that audiences are not a constant and that new visitors are emerging every day (if you do the SEO magic the right way, that is).
Sometimes all it takes to keep the existing audience and attract new visitors is reminding them of the content while presenting it in a different form. For example, if you pay close attention, you will see that numerous successful brands re-share their content on their social media profiles. For one thing, new followers may not have seen it when originally posted, and for another – someone might be looking for that exact piece and having difficulties remembering the title.
Let’s dive a bit deeper into some of the most creative ideas to repurpose content and keep it evergreen.
1. Find Evergreen and Most Popular Content
Everyone has a piece or two (or more, if you’re an agile poster) worth revisiting. Content that remains relevant over time (e.g., manuals, tutorials, white papers, and similar) is always in high demand.
It is also advised to find the most popular posts (use analytics to help you out with that). As a rule, content that was once popular will be popular among the new visitors and followers, too. I have proven on the example of my own website. Simply, some topics are more interesting than others – the trait linked to human nature rather than to the posts being evergreen.
Re-share these posts on your social media profiles. It’s highly recommended to keep a posting calendar, as in this way you will be able to keep track of all re-shared pieces. Personally, I re-share the most popular articles once per month, but the frequency depends on the number of pieces you find worth re-sharing rather than on general wisdom.
2. Update Old Articles With New Information
Regularly updating articles with relevant and up-to-date content is the easiest way to create additional evergreen posts with ease. Simply follow up with new developments, and don’t forget to share it (otherwise, no one will know there are novelties worth revisiting).
Many marketers just love spinning off their most popular posts, but I am not so sure about that. I find the practice forced and way too stretched to offer any relevant information. It’s also similar to clickbait, which I avoid like the plague and even tend to unfollow brands practicing it.
Remember that it takes ages to build trust but mere seconds to destroy it. Rather than tricking the visitors into clicking on irrelevant links, make an effort to offer a new take on the matter.
3. Try Your Hand at Infographics and Presentations
Let’s face it: people just love visual content. Most people, anyway. That’s why infographics are ever-popular, and that’s why you should try this tactic.
Now, what should an infographic contain? Some people share tips, statistics, summaries or recaps, of which the latter is extremely helpful (and, hence, popular).
A step further in this direction is – presentations. They comprise slides, which are, by the way, extremely popular in multiple industries – from education to to-do tips.
Depending on your niche, digital marketing strategy, and audience’s taste, design your own infographics and slides to keep people engaged. If unsure how to go about it, the best way (as ever) is to experiment until you come up with the best solution.
4. Podcasts and Video Content
Following the same logic of visual content frenzy, you may wish to try your hand at video content. Podcasts are also a great idea because an increasing number of people find themselves too busy to engage in lengthy written pieces, sadly enough.
Take audiobooks as an example. If you ask around, you’ll see that many people (including your friends and acquaintances) have embraced them with both hands. They come especially handy when you want to multitask – e.g., engage in a hobby (painting and similar) and listen to your favorite book.
Podcasts serve a similar purpose. People may listen to them while performing some obligation or enjoying their hobbies and not miss on either activity.
Of course, neither podcasts or videos are a good idea for everyone. It all depends on your audience and on your marketing strategy.
5. Publish Guest Posts
Guest posts are always a good idea, as they are a great source of links. In terms of refreshing your content, they may serve to attract new audiences to your website, thus dramatically affecting the traffic.
Again, many people offer spin-offs of their original content, as it is the easiest way to create quality content fast, but you may also write unique pieces linked to the existing content on your website. Finally, you may write a shorter version of a topic you have detailed on your website and link the two articles together. Whatever works for you is the right approach.
Last but not least, repurposing the existing content is easier done via syndication. It is a step further from simple re-posting, as it is more specific and targets multiple audiences, especially if you syndicate on different sites.
It is always a good idea to apply slight changes to the content, as simply pasting the same message across multiple sites will make it appear generic. On top of that, different sites focus on different aspects. Imagine reposting a scientific piece on molecular biology on Pinterest?
7. Remind People of Their Favorite Content via Email
If you engage in email marketing, you may also skill up by creating daily or weekly content reminders. This is a great opportunity to get creative because pretty much anything can turn into an engaging email.
I.e., you may send an email with interesting facts from your latest post, followed by the link to the actual post. Or, you may send an infographic listing most popular posts, videos, podcasts, images, etc. The key is in knowing your audience: send them what they are looking forward to reading!
As you can see, there is a myriad of options to refresh and repurpose content, many of which are actually fun!
Of course, these are just some of them, but it’s quite a sufficient number of strategies to help any website. To spice things up, you may also consider adding downloadable content to your website (ebooks and similar), as they never go out of fashion.
Mix the ingredients to come up with the best strategy and – enjoy the process of your heart’s content. It’s fun and rewarding!
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