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15 Expert Tips And Ideas For Repurposing Evergreen Content

Forbes Communications Council

For content marketers, evergreen content is the gift that keeps on giving. Unlike timely, topical content that can have a big impact but then often loses traction after a period of time, evergreen content retains its value indefinitely and can be used repeatedly to create more content.

Repurposing content gives creators a head start; the original piece provides a foundation from which they can work, revising, reshaping and massaging that content into a completely new and valuable asset. The members of Forbes Communications Council are masters of content strategy, and here, 15 members share their biggest tips and innovative ideas for repurposing evergreen content.

1. Package Up Top-Of-Funnel Content As A Guide

Repurpose top-of-funnel content by working with product marketing to add product use-case details and package up the content as a guide. Often, top-of-funnel content is built for lead generation, and it is typically light on deeper product information. By repurposing it, marketers can more easily create content for sales and existing business teams to use for new business bookings, retention and expansion. - Nancy Marzouk, MediaWallah

2. Build Full Campaigns Around High-Performing Evergreen Content

Repurposing high-performing content across social channels is always a best practice. Taking it a step further, we’ve looked at our successful evergreen content and built out full marketing campaigns inspired by those posts. A great example is a mock-up of “Cilantro Soap” we posted in August 2021, which later evolved into us actually creating real “Cilantro Soap” bars for purchase later that year. - Laurie Schalow, Chipotle Mexican Grill

3. Add The Voice Of The Customer Highlighting The Value You Provide

Add the voice of the customer and the measurable value they have seen from your innovation (product, service or combo) that has improved organizational performance, as well as a day in their life. This will resonate with other prospects you aspire to influence and engage. - Andy De, MedeAnalytics

4. Use Content Aligned With Core Messaging Pillars And Value Propositions

Always start with content that aligns with core messaging pillars and value propositions. These messaging fundamentals should not change every week, so starting with content that maps closely to these elements ensures you have content that will last the duration of a campaign and also creates internal alignment, resulting in stronger brand positioning. - Murtaza Khomusi, CrowdAI


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5. Take A Three-Pronged Approach

I recommend a three-pronged approach for repurposing evergreen content. First, build the asset so it can be easily reformatted for other channels. Then, deliver it in different formats—transcribe speech in a video to text and publish as a blog, or host a podcast on the asset. Finally, build keyword clusters of related topics around the asset’s core theme, and plug these meta topics into new channels. - James O’Connor, WordWoven

6. Leverage Evergreen Content To Support The Buying Journey

Evergreen content, by design, is sustainable; this means the topic is continually relevant. Consider how your content supports the buying journey and understand how your customers prefer to consume content at each stage. You could convert a blog post into a video or a video into a written case study. You don’t need to reinvent the wheel, just leverage the content you have and make it more dynamic. - Michelle Huff, UserTesting

7. Provide Context With Contemporary Data

If you have a piece of content that provides a solution, perspective or idea that has and will remain relevant over time, take the opportunity to validate that concept on a quarterly basis with refreshed data, such as usage and economic trends. Layer any or all of those points into your content, and you’ll have fresh, interesting takes on the regular! - Kevin Brown, Onbe

8. Build Evergreen Content With Future Updates In Mind

Build your evergreen content with future updates in mind to keep it as fresh as possible. The term “evergreen” gets thrown around as if it’s something you create once and leave alone, but small incremental updates can make it even more valuable. For example, if you use a voice-over talent you can use again in the future, you can add a segment to an existing piece so that it looks and sounds polished. - Ahmad Daher, Envijo

9. Tie It To A Variety Of Other Assets Or Campaigns

Make your evergreen content a part of new and bigger pieces. For example, if you have a great article, promote it, or reference it in an upcoming campaign or a larger white paper series. Evergreen content holds its value when you can find new ways of, and channels for, presenting it to your target audience. - Kate Farmer Rojas, Notion, a Comcast Company

10. Break Videos Down Into Mini Videos To Share

I love video. Frankly, I wish I could use it more. Why? Every video, even a two-minute one, can be broken down into several mini videos to share. Sharing can happen in so many ways too! Social media provides myriad ways to share the content, and this can be done over months, or even years. However, it is key that you think of this when creating videos so that they’re built to stand the test of time. - Jonathan Bacon, SureCall

11. Develop New Creative For Evergreen Content

Most content developed by software as a service businesses is evergreen to some extent. Making the distinction between content and creative is at the core of getting the most out of your content. With a single piece of content, you can generate thousands of ads for different audiences over long periods of time, constantly optimizing their performance. - Alfie Dawson, Bordeaux & Burgundy

12. Transform Visuals Into Text And Vice Versa

I will often add a visual aid, such as a chart or infographic, to an existing piece of content. But I also like doing the inverse for any evergreen content: turning an informational graphic or video into a text-based blog post. You may be surprised by how many folks prefer to consume content in a text-heavy format—especially if they have accessibility constraints, such as a visual impairment. - Everett Millman, Gainesville Coins, LLC

13. Turn Content From Virtual Event Sessions Into A Podcast

The opportunities for repurposing content are endless, though you must make sure that you continue to provide value with your content every single time. My favorite recent example was how my team turned wonderful content from our virtual event for marketers into season one of our podcast! We took some of our most popular sessions, repackaged them, and can now present them to a broader audience. - Lisa Bennett, Kaltura

14. Optimize Owned Content For Other Channels

Start with your owned content—ideally, a longer piece of content such as a blog post or webinar. From there, optimize content for other channels, such as earned (a media pitch or bylined article), shared (social media) and paid (social or digital advertising). Always tailor the content to each platform’s audience. The goal is to never let a piece of content sit in a silo in one channel. - Nikki Little, Franco

15. Don’t Forget To Nurture Your Content

Evergreen content needs attention, or it will die off. The best evergreen content are those pieces that brands continue to invest in, year after year, to make them better and more relevant. Michelin’s restaurant guides and Guinness’ world-record content are the ultimate examples of what can be accomplished when you invest in your evergreen content. - John Huntinghouse, TAB Bank

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