How to Lean On Your Evergreen Content #218

Do you want to achieve your business goals? I’m sharing the solution of repurposing content so that you can get there–even when things aren’t “business as usual.”

I stay on my toes, always looking for ways to improve my content. Evergreen content is an effective strategy for doing this since it’s always relevant and can be repurposed in many ways. For example, you can use it as a springboard for a new piece of content, or you can simply repost it when it’s convenient for you. This is a great way to keep your readers interested while ensuring your productivity.

In this episode, you will learn the following:

  1. How to lean on your evergreen content when you need a break or are in a crisis
  2. Three ways to repurpose your old content
  3. How to use old content as a springboard for new ideas

Listen to this episode on:

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Highlights in this episode:

[00:00:25] how to lean on your evergreen content

[00:01:17] reasons you might want to do more of that leaning

[00:04:43] three ways you can repurpose evergreen content

[00:05:36] audience benefits to reposting older content

[00:06:43] using evergreen content with a low-key pitch

[00:07:08] getting your audience to spend more time on your website

[00:08:16] what is a content springboard?

We’re entering the holiday season, and you need or want some content breaks… With that in mind, I thought an article covering ways you can lean on your evergreen content might be in order! 

Reusing old content will always be part of a robust, measurable content plan. And I’ve covered quite a few methods in a previous article, Repurposing Myths & Methods. But this post, in particular, is more about leaning on that content.

Reasons You May Wish To Lean On Old Content

Realistically, you’re part of a small team if you’re reading this. That may be a solo team of you, yourself, and that’s it or it may be you and a VA, or you and a few team members. But small means there’s not a lot of redundancy in place. Most of the time, that’s okay. What about when it’s not?

When you need a seasonal break

As mentioned above, during the holiday season you may have different priorities. Volunteering for your child’s holiday party at school, prepping for a spouse’s holiday party out of town, visiting family for a week–these are all common holiday occurrences. 

On the flip side of the year, you may want a long, summer break filled with vacations or simple pool and beach days. Maybe you want to take the family to Disney for Spring Break.

If any of these sound normal to you, then you probably already know that backlash planning for time away can deliver: double work in the week before or after the break. Leaning on evergreen content can be your savior on the marketing front.

When you need to regroup your business

Planning out a new launch for a course? Working on your messaging for a new offer? These time-intensive projects may give you less time for marketing and, therefore, content creation.

Some of my favorite podcasts are week in, week out–but realistically, I also follow several that go with regular seasons. This gives you, the creator, time to fine tune and polish your messaging.

When you’re in a crisis

I’ve delivered content before on a particular crisis time I endured in my business just under a year ago. Because I was far ahead on my podcast content, it didn’t miss a beat. But my distribution of that content did, at least in part.

Whether you’re dealing with the death of a loved one, an accident that has health implications, or something else–leaning on evergreen content can smooth the road so you don’t have an entirely new crisis to deal with: a flow of leads that dries up.

3 Ways to Lean on Evergreen Content

If you follow my old, new, borrowed, and blue method of content balancing (so you can exist chaos-free, even while posting consistent content), this expands the old section.

The repost: 

Simply repost old stuff when you are busy. This depends on you knowing where all the related assets are, so use your content database here! 

It’s a great way for newer audience members to see that old content gold and for older audience members to hear again something they may have missed the first time around. If they actually notice it’s a repost and they’re still not taking action, they’re either not a good fit for your offer or you at all.

The low-key pitch: 

When you do show up with something new, you can share both a free resource and a paid resource where they can find out more. 

An example: “I cover more of that in this podcast episode (where you’d link to the podcast episode in question) and for a deeper dive with case studies and examples, in the topical workshop.”

You’re leaning on both a free and a paid offer you’ve created in the past here and giving your audience a new opportunity to engage with the idea.

The springboard: 

Use old content as a springboard for a new low-ticket offer. When you have a popular piece of content, it may show more interest in that topic. Could you do an implementation workshop based on it? If you have older evergreen pieces of content like a blog post or the video description on your YT channel, you can add a CTA for the workshop recording as a nice content loop.

If you’ve followed me for a while, you’ve seen me do all three of these leans–and regularly, at that. Robust content plans don’t simply churn new content out, they make use of your entire asset load.

For more repurposing ideas I have two resources: BE SEEN or the Repurposing Myths & Methods, in podcast episode or blog post form. Is it a perfect example of the low-key pitch? That it is!

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Resources Mentioned

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Music by Michael De La Torre. Thanks, Mikey!

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