Evergreen Content
Evergreen content is especially useful when launching a new website. It is daunting to think about filling out your site from scratch with all new content in several sections and subsections. Instead, start small: build out a few sections (the ones your magazine is most known for) and add more as you grow your online business. For these first few sections, complement new online content with evergreen content that your magazine has prided itself on for years. Online readers are generally younger and may be discovering your publication for the first time on the web. Thus, your print content is entirely new to them. Even longtime readers who have been subscribers for years will be glad to come across an old article that is useful or interesting to them. As you grow your site, you can continue to add evergreen articles that relate to new sections or subsections.
Feature articles
Feature articles such as profiles of local personalities, are still interesting years later. Just package them with a current angle. Say a local baseball icon just set a world record, and you happened to publish a lengthy article about him when he was a rookie 10 years ago. Link to this article with your new post about the world record—it is guaranteed to get a lot of interest, from new readers and even those who may have read the piece 10 years ago.
Food or Dining sections are another great place to make use of evergreen content. It is certainly important to keep restaurant reviews up-to-date—readers want to know who the current chef is, current menu items, etc. But many foodies want to read everything they can about a particular restaurant and about the food scene in your city. Upload several old reviews so they can devour even more food content from your site. Plus, old reviews will fill out your restaurant database so that when readers search the web for a particular restaurant, a review on your site is likely to come up. When you launch, you can't just depend on each month's new reviews to fill out your restaurant section--it will look very thin for the first several months, even years, if you take this approach.
For restaurants that are local institutions, why not post the first review your magazine ever wrote about the place? It will be interesting for readers to see what your critics were saying when it first opened 15, 20, 25 years ago. All you have to do is upload it to your site and package it where interested readers will find it.
For Local Events
Using evergreen content can be tricky, because even if an event happens annually, details change every year. But an article about a past year's event can give readers a great sense of what it's like and whether they might like to attend. Just make sure you post the correct details about this year's event.
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