By Jeff Walter, Senior Editor and Writer

Merriam-Webster’s online dictionary defines evergreen, in the non-botanical sense, as “retaining freshness or interest: perennial” and “universally and continually relevant: not limited in applicability to a particular event or date.” As a noun, an evergreen can be “something that retains its freshness, interest, or popularity.”

You probably have a lot of evergreens in your marketing arsenal … or forest (to stick with the metaphor). Time-tested wisdom never goes out of style, and it’s always in demand.

If you’re continually struggling to generate fresh new content, maybe you’re putting too much pressure on yourself. Consider whether it might make sense to revisit some of the information, observations and insights your organization has shared in the past. If it has been a while, it might be time to dust them off, update or otherwise adapt them if appropriate, and share them again with a receptive audience.

Your newer customers, and potential ones, might never have been exposed to these ideas and would benefit from them—especially if they fall into the category of thought leadership, education or inspiration, as opposed to pure sales.

Another option is to repurpose materials. A blog post from a few years ago might be distilled into an arresting infographic, for example, or a dated PowerPoint presentation might be converted into an entertaining and current video. It’s possible that you’re too close to the subject and could benefit from a fresh set of eyes that can see new possibilities in existing content—and can help you discover new ways to keep it relevant.

The ongoing creation of new content will always be critical, of course, but the “evergreen” approach can supplement and round out what you do.

Image: Getty Images

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