Evergreen Content Marketing & Micro-Niche Topics
In this article:
If you're reading this, it's safe to assume that you do your best to give your content as much life as possible or that you're trying to find new ways to do so.
I've been helping brands and entrepreneurs create evergreen content strategies for the last seven years, and no matter which platform you use for your marketing efforts, I can confidently say that there is so much you can do with your current content.
Whether you are using Pinterest or other platforms for your marketing efforts, evergreen content will help you reach more people without having to create more content.
Evergreen content is content that stands the test of time; even if it needs to be updated from time to time, it's information that will remain relevant over time.
Examples of evergreen content include your brand story, thought leadership content, and foundational educational content. This type of content is easy to repurpose for various platforms and in various formats. It's also easy to give it new life and expand on these various topics.
In this blog post, I am sharing simple and impactful tips to breathe new life into your content.
Finding Gems Already Living Within Your Content
So, where do you begin? The first step is to identify simple things within your content that make it easy for you to expand on various topics.
Powerful quotes and statements are like gold nuggets in your content. Extract them and use them for social media posts and infographics, and add them to your various blog posts. They can also be used as text overlays on short-form videos.
Data and research hold immense value. Repurpose them into bite-sized social media posts or create dedicated blog posts analyzing the data in more detail.
Showcase your success stories! Client wins, and case studies can be repurposed into social media testimonials, blog posts highlighting your expertise or even video testimonials.
Often, within a long-form piece such as a blog post, podcast, or even YouTube video, you'll find smaller, niche topics with the potential to stand alone. Expand on these in dedicated blog posts or social media posts. Think of creating a recurring series for these topics.
Did you include valuable resources within your content? Share them again! Create a listicle blog post or social media carousel highlighting these resources for your audience.
This list is just the tip of the iceberg. Every piece of content holds the potential to be repurposed in countless ways.
Repurposing for Different Platforms
Once you've identified the content you wish to repurpose, it's time to get creative! When repurposing content, you want to ensure that you are optimizing for the platforms where you will share your content.
When you take time to share your brand story or talk about your unique framework, this type of content can easily be repurposed into more content to allow you to reach more customers. When you repurpose, you are also giving potential buyers in your community more opportunities to learn from you, and if you are repurposing your content in various formats, you are also making your content more accessible.
Here are some ideas for repurposing your content across different platforms:
Share previews of your podcast episodes on Threads.
Use your content as inspo for new blog posts. Expand on micro-niche topics, analyze data in more depth, or create a listicle based on resources you've included in previous posts.
Transform your content into engaging videos. You can create explainer videos based on your blog posts, interview clients for case study videos, or turn statistics into data visualization videos. Also, think about creating recurring video series.
Repurpose your blog content into a podcast episode or audio training. Alternatively, interview someone mentioned in your content or delve deeper into a specific topic.
Expand on your blog content or podcast content and create a Substack or share your posts on Medium.
Create a subreddit community in your target niche and share your content. Here is a hint: Many YouTubers still share their videos with Reddit and grow engaged communities with Reddit's help.
Having a System In Place
When it comes to content, evergreen or not, we want to work smarter, not harder. Having a centralized content system where you keep an inventory of your content is going to make your life so much easier when it comes to repurposing and giving your content new life.
I use Notion.so to plan my content on either a month-to-month or week-to-week basis. Included in the content management system I have built is a content inventory, which makes my life so much easier. I save a lot of time with this.
The Power of Micro-Moments to Build Anticipation
While repurposing your existing content is fantastic, it doesn't stop there. You can also use your long-form content to generate excitement for upcoming pieces. Here's where the concept of "micro-moments" comes in.
Micro-moments are bite-sized snippets of long-form content that you can use as a teaser. This doesn't have to be for launches, but it can be. Micro-moment content goes beyond that; think about giving your audience a hint of the plot to come, the previous turning point, behind-the-scenes content, and more.
Here are some examples of micro-moments:
Share the core takeaways of your content in a social media post or short video to pique your audience's interest.
Is there a turning point or a particularly exciting moment in your content? Share a snippet to build anticipation for the full story.
Offer viewers a glimpse into the creation process of your long-form content through behind-the-scenes snippets on social media.
(Use with caution!) If your content includes a thought-provoking statement, use it as a teaser to spark discussion and drive traffic to your main piece.
Remember, the goal of micro-moments is to provide context, get your audience curious, and generate interest in your long-form content.
Special Mention for Micro-Niche Topics
Before I share some tips and ideas on micro-niche topics, let's get clear on what it actually means. Micro-niche topics are essentially sub-topics of various niches that cater to a more niche (specific) audience and topics that could be lesser-known. But not always.
I like using home decor as an example since I work with so many home decor brands. Think of a home decor store that sells everything imaginable. In the store, there are various sections for different furniture items, such as sofas, dining room tables, bedroom furniture, etc.
Within the store, they also have sections for various themes. Some of these themes are "budget bedroom decor," "small dining room furniture," and "college dorm decor." The first examples I mentioned are furniture categories, and while yes you could choose to create content on some of these specific items, the themes I shared are micro-niches.
They are specific to a unique need and cater to a very specific customer type. This is a micro-niche.
Here's why micro-niche topics can be great for evergreen content!
By targeting a super-specific interest, you attract a highly engaged group with well-defined needs.
Saturated market or not, micro-niches often have less competition, making it easier for your brand to stand out and become a trusted provider.
Within a micro-niche, there are often fundamental questions and challenges that can be used for evergreen content. If we take the college dorm decor theme as an example, while trends change, this topic is an important milestone for many college students and is likely to remain relevant year after year. Yes, your content may need some updating here and there, but it remains relevant.
Here are some more micro-niche topic examples.
Health & Fitness:
Vegan meal prepping for busy professionals.
Building muscle at home with limited equipment.
Yoga for chronic back pain.
Hobbies & Crafts:
Modern calligraphy for wedding invitations.
Upcycling furniture on a budget.
Tips for taking stunning wildlife photographs.
Business & Careers:
Building a personal brand for UGC on LinkedIn.
Time management strategies for remote workers.
Grant writing for non-profit organizations.
Remember, the key is to find a micro-niche topic is specific enough to be interesting but broad enough to have a dedicated audience and offer evergreen content possibilities. You can validate your idea by using various keyword research tools and see how relevant keywords do over time.
I hope this post gave you various ideas on how to leverage your current content for repurposing efforts and the power of micro-niche topics for evergreen content.
Do you need help with your content marketing efforts? Let's chat!