Photo by Jordan M
A recent PR Daily piece, “10 content marketing takeaways from The New York Times,” included two points about creating and repackaging enduring, or “evergreen,” content. Asavin Wattanajantra writes:
Content marketers can keep pumping out new content, but what about the good stuff we created that maybe didn’t drive much traffic the first time? This is why evergreen content is great, because it’s material we can republish through different digital marketing channels, perhaps adapted to suit what’s happening in the present, such as a late-breaking news topic or important anniversary.
No matter how much time and energy your business puts into creating content, it slips into the black hole of the Internet quickly. New posts push it out of your audience’s social media streams, and it becomes hidden on your own website by newer content. New content eclipses old content for both businesses and media outlets. It’s not always a bad thing: your July blog about an upcoming industry event will drive traffic while it’s pertinent, but means little in December. But plenty of your materials have ongoing relevance.
Think of a TV show or radio program airing a rerun. Some of the audience members are already familiar with this program. Of those, some will turn it off and seek out something new, while others will tune in again. Another section of the audience will be people who began following the show later, or missed an episode, to whom this is new. These people are likely to pay attention. The reruns can keep an audience engaged while the producers continue creating original content.
Educational blog posts, byline articles and infographics are often well-suited to continued promotion. There are many ways to publicize your evergreen content. Here are some ideas to get you started:
- Repackage content – Create a blog series by making a page that collects all of your posts on a given topic. Write an introduction and organize the posts into categories.
- Promote evergreen content on your social feeds – Schedule “reruns” into your social content calendars. On Twitter, you can start this not long after your first publishing. Add new hashtags and vary the tweets to attract different members of your audience.
- Remix your best material – Create evergreen content by mining even your time-sensitive communications for sections that can be repurposed with a new hook.
How do you like to promote evergreen content? Tell us on Twitter @MosherMullen!
