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3 Ways to Find & Repurpose Content for an Evergreen Email Nurture Sequence
Great content doesn’t just happen – it takes time! There’s no doubt that, as a business owner, you spend a lot of time creating content. But I’ll let you in on a secret: you can use your content more than once!
It’s called repurposing content.
And it’s a gold mine for creating your evergreen email sequence.
Related: How to Welcome and Nurture New Email Subscribers to Your Blog
Why repurposing your content works
Whether it’s for social media, your blog or YouTube channel, there’s no reason why you can’t also repurpose that content for your evergreen email nurture sequence.
What content should you include? Easy. Look at what your audience has already “told” you they like the most.
It’s true. Now, hang with me because we’re about to do that data thing I love.
Here’s the thing: Your readers have already told you what they’re interested in through their traffic and engagement.
It’s in the pages your audience has been visiting, the videos they’re watching and where they’re engaging with you — through video or blog comments, DMing you on Facebook or Instagram, the number of downloads for a podcast episode — is a big giveaway to what new subscribers would LOVE to hear about.
By doing a little research, you can share what’s been most interesting or helpful to your audience as a whole with your newest subscribers — making it a pretty good bet they’ll enjoy it too.
So let’s dig in and look at what your audience is telling you.
Related: How to Use Audience Research to Fuel an Effective Email Marketing Strategy
3 ways to find your most popular content to use in an evergreen email nurture sequence
01 | Google Analytics
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Open your Google Analytics
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Look under Behavior > Site Content > All Pages
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Adjust the date range to 30+ days (or even a year)
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Review the top-visited pages
02 | YouTube
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Track the popularity of YouTube videos by the number of views
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If it’s a significant marker for your channel, also track posts with engagement through comments and “likes”
03 | Your Email Service Provider
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Visit popular broadcasts — with significant open and click rates — and see which links garnered the most clicks (was it to your Pinterest page, your resource library or a paid product?)
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Track and compare individual opt-in form conversion rates
How to interpret what your audience is telling you
After you go through and find your most popular content, it’s time to take a look at what you found.
Focus on:
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Which YouTube videos are people drawn to?
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Where are conversations happening?
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What are your most popular blog posts, regardless of where the site visitor came from?
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Which opt-in is getting a lot of activity on your site?
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What themes are people drawn to most?
Give your readers the best of the best
I clear up this myth all the time:
Just because you created something two years ago doesn’t mean it isn’t still valuable today.
In fact, you may be doing a disservice to new subscribers by holding back on some of your most popular, helpful and insightful content.
By repurposing your most popular content within your nurture sequence, you’re making sure new subscribers are getting “the best of the best,” right when they need it most.
Leave a comment and let me know: What is one resource — a blog post, video or PDF — that you think each new subscriber should get when they join your email list?
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If you’re not welcoming new subscribers and pointing them in the direction of your best, most beloved content — or you feel like the one you have isn’t doing the trick — it’s time we fix that. Use this free 5-part framework to make a meaningful & lasting first impression as you write your first welcome sequence for new email subscribers!
Is Your Welcome Sequence Making a Lasting First Impression?
