Get More Clicks with Evergreen Content

April 22, 2019

find your website's evergreen content and refresh it's performance potential [Константин Колосов] 123rf

Potential customers need something to click on, and creating content from scratch is tough. Luckily, though, there is a simple strategy that anyone can use to renew posts they’ve already made and get additional clicks on existing content for less work. Although the process is simple, you’ll be able to create engaging, evergreen content for every kind of reader! Three steps (with a twist ending) separate you and infinite content. (psst, if you’re having trouble writing any content at all, Rearview Advertising can help)

Find Your Content

First, you’ll need to figure out which of your previous blog articles or social posts will fit best into your current marketing goals. Trying to sell more subway tile from your design center? Grab that old blog on backsplash trends. Want to get more clicks on your homepage? Look for your “about us” post from a while ago. Put a lot of work into a podcast that isn’t getting any traffic anymore? Grab it and its transcript.

Update with New Information

Now you’ll have to get the content freshened up. Find new information that will bring the piece up to date, and get rid of anything outdated. You won’t have to re-research the piece, but you want to make sure it’s still useful. If you update the original post, be sure to mention that at the beginning of the post and republish it. It will continue to earn clicks, and mention of the update will help the search engine algorithms understand why this page is still relevant.

Digital Transformation

Finally, the fun twist. Take that old content and turn it into something new and slightly different. One well-researched blog post has the potential to become dozens of different pieces of content, all with a minimum of effort put in. For example, you can take a series of related blog posts, write an intro and a table of contents, and turn them into an eBook. Or, you can break a video transcript into snippets, add some visuals, and turn it into an awesome infographic. You might also pull together several related social media posts and turn them into talking points for a podcast. The possibilities are endless, and you’ll always have something “new” to promote. And, always remember to link back to the old post when possible.

Putting It All Together

Using the content you already have, and a little bit of know-how, you can create something new to attract more clicks from every kind of reader. From people just hearing about you to existing customers, you’ll have attention from every stage of your marketing funnel. Having a tough time creating content in the first place? Rearview Advertising has years of experience creating marketing strategies that work. We’ll set out a content marketing plan, help you get your social media just right, and write content that gets more clicks. Contact us today to start building an audience who want to hear what you have to say about your business.

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