In B2B marketing, we often hear about “evergreen content” – that mythical piece that stays relevant forever. But here’s the truth: calling content “evergreen” is often an excuse to let valuable assets gather dust.

The Problem with “Evergreen” Thinking

When we label content as “evergreen,” we’re missing a crucial opportunity. Just because information remains technically accurate doesn’t mean it’s working as hard as it could be. Your best-performing content should be actively repurposed and redistributed to maximize its ROI. After all, you did put a lot of work into creating it, right?

What you’re doing today isn’t wrong, it’s a great first step! And now it’s time for you to take another. Repurposing. So let’s dive into that.

P/Repurpose: A Better Approach

Instead of simply creating content and hoping it stays relevant, smart marketers are adopting the P/Repurpose methodology. This approach focuses on strategic content planning, intelligent atomization, measurement, and optimization.

Planning Content with Multiple Use Cases in Mind

As Marcus Sheridan emphasizes in “They Ask, You Answer,” our content needs to serve real business purposes. In P/Repurpose, we take this further – every piece of content should be designed to work across multiple channels and use cases from day one.

Day one = Content planning and brainstorming

Key Planning Considerations

• Map primary content to specific business objectives
  • Define clear conversion paths for each content segment
  • Identify promotional channels during planning phase

Creating Content That Can Be Broken Down

The magic happens when you build content with atomization in mind. Think like a TV producer creating a season – each episode needs to work on its own, but also contribute to the larger story.

Atomic Content Structure

• Create clear, standalone segments within larger pieces
  • Each section should deliver specific value
  • Include natural break points for social sharing

Measuring Performance Across Formats

Stop looking at vanity metrics. In P/Repurpose, we focus on what Frank Kern calls “money metrics” – the numbers that actually indicate progress toward revenue. For each content format and channel, establish clear KPIs that tie back to business outcomes.

Critical Metrics to Track

• Conversion rates by content segment
  • Qualified lead generation by format
  • Revenue attribution by channel

Continuous Optimization Based on Data

Real talk – most of your content probably isn’t working as hard as it could be. The P/Repurpose methodology demands regular review and optimization of every content asset.

Optimization Framework

• Weekly performance reviews of active content
  • A/B testing of promotional formats
  • Rapid scaling of winning combinations

From One to Many: The Power of Content Atomization

A single piece of valuable content can be transformed into so many things. Social media snippets to build trust and drive traffic to the full piece of content. Email newsletters that share a perspective on the topic and point to the full piece of content for the reader to make their own opinions.

Or even sales materials they can use in conversations with prospects and clients, and leave a link/QR code/print out behind after the meeting.

Here are some more ideas to help you see the possibilities.

Social Media Snippets

• LinkedIn thought leadership post featuring industry benchmark statistics with custom graphics
• Twitter thread breaking down complex B2B solution into bite-sized implementation tips

Email Newsletter Segments

• Case study spotlight featuring quantifiable client success metrics and ROI
• Industry trend analysis with expert commentary and actionable takeaways

Sales Enablement Materials

• One-page battlecard comparing your solution to top competitors
• ROI calculator template with pre-populated industry averages

Webinar Talking Points

• Customer journey analysis featuring real implementation challenges and solutions
• Expert panel discussion points on emerging industry trends and best practices

Training Resources

• Quick-start implementation guide with step-by-step screenshots
• Role-specific best practices handbook with common troubleshooting scenarios

Key Takeaway: Transform Your Content Strategy Today

Stop letting your valuable content gather dust under the “evergreen” label. The P/Repurpose methodology shows you how to strategically plan, atomize, measure, and optimize your content across multiple channels. From social media snippets to sales enablement materials, every piece of content can work harder for your business.

Want to dive deeper into this revolutionary approach? Check out the complete guide below.

Ready to transform your content strategy?
Get the complete guide to P/Repurposing in my new book, available on Amazon. Learn how to squeeze every drop of value from your content investments and create a revenue-generating content engine for your business.

Stop waiting for your content to stay “evergreen.” Start P/Repurposing it to drive real business results.