By now, we’re sure you are aware that Content is King; but some content is so popular and provides such benefit to your audience that it can be used again.  This category of content is known as evergreen content.

To continuously engage with your audiences, a portion of your content will most likely be focussed on trends or current events. You will share regular content of different types, which changes frequently. We share holiday-related content when the days roll around or repost viral memes and other related popular culture. However, this content has an end date – the trends will end.

The great thing about evergreen content is that the usual time constraints do not limit it. Because this content is ‘evergreen’, it can be reused and repurposed – but it’s not as simple as just reposting these items.

In this post, we look at what evergreen content is and how you can go about refreshing it.

What is evergreen content?

Evergreen content is any content that remains “green” or “fresh”. Whether this is posts on your social media channels, blogs or copy on your website. It will be content that continues to get views and be shared because its’ subject matter is timeless. For content to be considered evergreen, it should be searchable and shareable and not time-sensitive. As you create new content, it’s good to consider if it falls into this evergreen category.

Evergreen content ideas

One example of evergreen content could be a ‘how-to’ guide such as ‘how to create excellent video content’; details such as needing a good camera, having a good story and using decent lighting will always ring true. This type of how-to or explainer video remains relevant and useful.

Another example could be an index or glossary of industry-related terms and definitions. This could consist of a blog post, which leads to an Instagram carousel or a video. Whatever the channel, this type of content can be reused and recycled more than once.

The ‘About Us’ section of a website, most how-to videos and posts you have made, and posts that describe the service you provide are also all examples of evergreen content.

As a general rule, content that includes a lot of statistics, posts regarding current events or holidays would not be considered evergreen, nor would items about viral trends.  This is because they are all subject to change.

How to refresh your evergreen content

When you decide it’s time to refresh evergreen content, the first step would be to take a look through your blogs, website content, and social media posts and identify anything that would be considered evergreen. Once identified, you can look at which pieces of this evergreen content have been the most popular – this should be where you start repurposing and refreshing your content.

The easiest way to refresh content such as a popular blog is to see if there’s a new angle or an update you can add to the original piece. Check any links you may have included and change the imagery for a fresh take on it. 

Some pieces may need some of the content updating. For example, if you’ve written an article about the five best tablet devices for children, you might want to look at the newest tablet devices now available and upgrade the information.

Check that any content regarding the services you offer is up to date and valid before resharing it. Consider a new image or screenshot if needed.

Evergreen content can also be repurposed, as we mentioned briefly above. If you have written a blog post containing some top tips or a guide, you could then create an Instagram carousel, reel or story. You could also create a short video with the tips to share on YouTube and other social media channels. Refreshing this content gives it a new lease of life, with less effort than coming up with a completely new subject matter. 

Another way is to create a quiz surrounding old content – this increases interaction and can reengage your audience with an older piece of content that is still relevant. You could also edit the background on an existing infographic or edit a Facebook Live and create a snippet that can be shared on your website or social media platforms.

Wrap up

Once you have refreshed your evergreen content, it’s time to reshare or promote it on the appropriate platforms to keep your audience engaged.

If you want to expand your digital marketing knowledge and skills, why not find out more about our range of digital marketing courses and qualifications. Get your two-week free trial by contacting us or completing the form on our website.

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