It’s a more efficient approach to content marketing.
When I want to take it up a notch and breathe new life into a topic, I will find out what my most popular content is and repurpose or recycle it. Repurposing your evergreen content is all about taking your blog’s most popular blog post then turning it into new content to attract a new audience.
Why Should You Repurpose Your Content?
You can reach a new audience. You can always repurpose your content to reach a new audience on different platforms. Reformatting your content for different mediums allows you to expand your reach.
Make the most of your efforts. It only makes sense to repurpose the research, time, and effort that you put into your content. Repurposing your content is definitely faster than creating a new piece from scratch. In fact, many of the methods that I’ll share won’t take much effort at all—good news for busy content marketers. For example, to repurpose content into an eBook, all that is needed is some formatting and design changes. You can even hire someone to do that for you.
How do you repurpose that old content to attract a new audience for your blog?
There are a few ways you can do that.
- Cheat Sheet. A cheat sheet is a short summary or note about a piece of content that will pique the readers interest and encourage them to read and remember the original piece. For example, A long-form blog of 4000 words would benefit from a cheat sheet post. Five-hundred words of straightforward content that highlights the juicy points, can encourage readers to click through to the longer piece.
It’s an excellent way to get more leads. Try it!
- SlideShare. SlideShare is my not-so-secret method to attract new audience. I love SlideShare for many reasons.
- Reach a relevant, but different, audience. People use SlideShare as a tool of learning.
- SlideShare ranks well on Google. One of my decks on SlideShare, Fashion & Style Tips for Short Men has received over 20,000 views.
- Infographic. Repurposing your content by turning it into an infographic is another easy way to give your content new life. It’s an excellent way to attract a relevant audience who are visual learners (like me and many, many others).
Infographics also do well on Pinterest, garnering more pins, shares, and eyes on your content.
Once you’ve created an infographic, you can even use it for guest posts. Alternatively, you can also publish it on an infographic website. Many infographic sites will link back, and those link backs are do-follow links which can be extremely helpful for SEO and your ranking.
Here’s a few infographic websites to check out:
You can also submit your infographic on Reddit.
- Compile an eBook. Have you written a series of blogs on the same topic? If you have, you can whip those into a free eBook or report. You can gate the content so that people can download, once they’ve given you their email address.
Compiling an eBook is a great way to arrange all your content accordingly. EBooks provide value to readers and they will appreciate it. In exchange, you get contact information to add to your database that could help you generate more leads and help build that all-important mailing list.
- Video. If you’re not camera shy, whip out your camera or mobile phone and press the record button. While your video may not be as fancy as some of the pros*, it’s the content that matters.
*Pro tip: Only record during the day or under excellent lighting conditions.
- Guest posts. If you’ve written a blog post that has done extremely well on your blog, why not pitch it to other blogs?
While pitching, let them know how well it did on your blog in terms of shares and traffic. You’ll should also add that you can rewrite the piece so that it will be completely fresh for their audience.
- Tweak old blog post to make it relevant again. While evergreen blog posts are great, some of your most popular evergreen posts might include
- old images
- old tools
- startups that went out of business
- companies that have changed direction
Update your post and mention that it was updated to fit your audience reading it in 2017.
- Newsletter. We all have a different approach to learning. Some people aren’t able to take in a large chunk of information at the one time. That is why breaking it down into newsletters can be so beneficial.
Take your popular evergreen content and split it into series you can present in a newsletter.
Does it work? YES! In fact, I signed up for a 14-day newsletter series because I wanted to learn how I could compete in a marathon and don’t feel like doing all the research. I loved that the information was delivered to my inbox in manageable bites.
- Put a new spin on an old article. For this method, all you have to do is take a popular existing article and write a new one with a different approach.
For example, this post could easily be spun into a completely new article: Proven: How to Write a Blog Post that Gets Read & Thousands of Shares
A spin on that post would be: Here’s why Your Blog Post is Not Getting Read and Shares.
Everything in the blog post will have an opposite spin. For example: “tip #1: Write more than 2000 words” can be spun to say “You aren’t writing 2000 words or more.” You can use much of the same content just present it in a new way.
Try one of these tips on repurposing content. I’ve tried many myself and have seen positive results as I shared earlier.
Do you have other methods of repurposing evergreen content? Share your ideas and thoughts in the comments sections below.