What Should You Do When Your Evergreen Content Gets Old?
By Tim Asimos
Evergreen content has immense value to your firm’s content marketing, continuing to drive traffic, engagement and leads for an extended period of time. But even the greenest of evergreen content will eventually start to become less relevant, making them potentially more of a liability than an asset.
If your firm has been blogging and creating content for some time, you likely have evergreen content with varying degrees of fatigue. In fact, it might even be some of your best performing content. So how should you handle evergreen content when it starts to show age? Here are some thoughts.
Perform a content audit
The starting point for understanding what evergreen content is “distressed” is understanding what content you have in the first place. Take an inventory of all the content on your blog, your premium content (e.g. white papers, eBooks, on-demand webinars, etc.), automated emails (lead nurturing drips, triggered emails, etc.) and any other content being used in your content marketing program. You’ll want to take note of the publish date, the author and the topic.
Review for relevancy
Once you’ve compiled a list of all your content assets, you should review each asset by considering all angles of the content, including the topic, topic, images, statistics, links and the copy as well. Start with the oldest content first and review for current usefulness and relevancy, taking note of just how (out)dated each asset is. This is going to be critical as you determine the required action moving forward (see #2).
Review for performance
Next, identify what content is driving the most traffic, generating the most engagement and ultimately leading to the most conversions (as well as content that is falling flat). Consider basic consumption metrics such as page views, average time on page, opens, views, downloads, etc., but also look at inbound links, shares, comments, bounce rate and other indicators of engagement. Lastly, look at conversion-related performance, which will differ based on the content format (blog vs. eBook vs. email).
Categorize according to required action and priority
After you’ve evaluated all the content, you’ll want to take that into account and classify each asset according to four primary categories of required action: respect (no changes needed), refresh (very minor tweaks), rework (significant changes required) or retire (no longer useful). Another thing to consider is assigning priority to each required action. Content that falls into the retire and rework categories might need to be dealt with ahead of content in the refresh category. However, if you have content that falls into the refresh category that is high-performing, or deals with important and/or popular topics, it may be beneficial to make that content a top priority.
Refresh the “oldie but goodie” content
The first category of updates falls into the category of refresh and will likely be your largest category of content. This content category is still very relevant, with 80-90% of it good as is. What’s needed is a close look at freshening up anything that has aged, such as statistics or research. If the asset is in the Go to the full article.