Key Takeaway:
Learn tips for identifying evergreen content.
Discover ideas for repurposing content.
Gain a deeper appreciation for the value of incorporating a perennial content strategy.
Sometimes less is more when it comes to gardening. The same is true of planting and preserving your small business’s “garden” of content. Just as overwatering your flowers can do more harm than good, so can overprioritizing creating new content at the expense of recycling old content. Join us as we highlight the value of evergreen content, explore the benefits of having a perennial content strategy, and share tips for repurposing your content for flourishing results.
Evergreen Content: The Perennials of Your Content Garden
Evergreen content can be defined as content that stays relevant, drives traffic, and continues to engage audiences long after it’s published. This can take the form of copy, images, and video your business recycles on a regular basis. Think of this type of content as the hardy perennial plants in a garden that provide consistent color and life cycle after cycle.
The Art of Repurposing Content
Reusing content that’s performed well in the past is like gardeners propagating plants from cuttings to enrich their garden’s landscape with minimal effort and resources. Recycling your perennial content can take many forms. Here are just some examples to inspire your own content repurposing:
- Turn recorded webinars or presentations into a series of blog posts.
- Convert white papers into digestible infographics.
- Extract short clips from a long video for YouTube shorts, Instagram Reels, or TikTok videos.
- Write a blog based on a long video.
- Transform a traffic-generating social post into a LinkedIn doc.
- Use customer testimonials on your website as separate social posts.
- Compile blogs on a similar topic into an e-book.
- Condense some of your video tutorials into a downloadable.
Benefits of a Perennial Content Strategy
Just as perennial plants return year after year, filling a garden with vibrant life, perennial content can continually engage and grow your audience. Repurposing content allows you to reach new audiences, reinforce your brand’s messages, and maximize the return on your initial content creation efforts. This strategy not only breathes new life into existing content but also ensures that your brand’s message is consistently presented across various platforms and formats.
Implementing a perennial content approach leads to more efficient content production. Instead of constantly brainstorming and creating new content from scratch, you can refresh and repurpose what you already have. That will save time and resources for you and your team. It’s worth mentioning that this efficiency doesn’t come at the cost of quality. Rather, it allows you to refine and reinforce your core messages, so they resonate deeply with your audience.
Another advantage of a perennial content strategy is that it greatly benefits SEO efforts. By regularly updating and repurposing your content, you signal to search engines that your site is active and relevant, improving your rankings over time. This sustained approach to content creation and optimization can drive more organic traffic to your website for improved visibility and engagement.
Just as perennial plants return year after year, filling a garden with vibrant life, perennial content can continually engage and grow your audience.
How to Cultivate Your Content Garden
Cultivating a thriving content garden begins by identifying your evergreens. These will be topics that remain relevant to your target audience regardless of the season or current events. Think of topics that sustain a consistent level of interest and search traffic over time. Tools like Google Trends can help you verify if a topic has a steady search pattern, indicating its evergreen nature. Look for topics that people will likely search for years down the line, such as “how to” guides or a roundup of tips on a subject within your niche.
Once you’ve identified your evergreens, it’s time to propagate them wisely. This means creatively adapting and repurposing your evergreen content across various platforms and formats. A single evergreen article can inspire a series of instructional videos, infographics for social media, podcasts, or even interactive webinars. Remember to tailor each piece for the medium and audience it’s intended for. You want the core message to not just survive the transition but thrive, so it reaches a wider audience than before.
Like any garden, your content ecosystem requires ongoing nurture and attention. This could mean updating statistics, incorporating recent studies, or refreshing examples to align with current trends. Keep an eye on your content’s performance and revisit topics that start to decline in traffic or engagement. These may require rejuvenation or substantial updates to restore their evergreen status and keep your “content garden” looking fresh.
Keep an eye on your content’s performance and revisit topics that start to decline in traffic or engagement. These may require rejuvenation or substantial updates to restore their evergreen status and keep your “content garden” looking fresh.
Embracing Content Repurposing
A evergreen content strategy offers a sustainable way to grow your online presence. Like a well-tended garden, it yields rich rewards for your brand as well as your audience. If you’re not already recycling your business’s content, we encourage you to start implementing this practice so you can save time, energy, and resources as you continue to advance your brand.
Assistance with Evergreen Marketing
Tap into the benefits of evergreen content and consistent marketing with the TTG pros. Learn more about the Evergreen Marketing Program today!
