As you're hearing this, I'm currently on maternity leave, and I've invited some of my talented business friends to share guest trainings on topics they're incredibly knowledgeable and passionate about. Our first guest is my lovely friend Stephanie Kase. She's actually been on the podcast a couple of times before so you might already be familiar with her. She's amazing. We’re talking about evergreen marketing today (something I'm also really passionate about in my own business).
I've known Stephanie for years, and she's someone I truly admire. She's a smart businesswoman, a dedicated mother and wife, and a strong woman of faith. We have a lot in common and have bonded over so many things in both business and life. I just listened to her training, and it's fantastic. I'm so excited for you to hear it.
I love her practical tips for making evergreen products and content work for you, especially her insight on using ChatGPT (make sure to read for that near the end). Stephanie also teaches a lot about YouTube, which complements what I share about podcasting. If you're interested in learning YouTube, she's definitely your go-to. She's incredibly gifted at what she does and teaches it all so well.
So without further ado, here is Stephanie with her training: How to Start Evergreen Marketing That Actually Sticks.
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So, maybe you’ve tried evergreen marketing before, or maybe this is your first time considering it, but how do you actually set yourself up for success? Often, people dive in and, a month or two later, feel overwhelmed or discouraged by slow results. I want to share what I would focus on and what I would do to make evergreen marketing genuinely worth the time and energy, especially if I were starting from scratch.
About Stephanie Kase
By the way, I’m Stephanie Kase. I’ve been a longtime fan and customer of Elizabeth’s Showit website template shop. I think I bought my first template back in 2019 or 2020, and I’ve loved staying connected with her ever since. So I’m really excited to be here with you today.
I’m an online marketing coach, specializing in YouTube growth and email list building. I work primarily with entrepreneurs who sell online-based offers. A lot of my students come to me feeling completely burnt out on social media. Maybe you've felt that way too. Even if you enjoy social media, it can start to feel like a never-ending grind. Many of my students are looking for a different way, something more sustainable and meaningful, and that’s where evergreen marketing comes in.
Most of what I teach focuses on long-form content, particularly through YouTube. I help entrepreneurs streamline their content creation, reach their ideal audience through evergreen systems, and generate consistent leads. One of my students, a lactation consultant, is a great example. After launching her YouTube channel and going through my course, she was able to sell multiple eBooks within just a few weeks. It was amazing to see how quickly she gained traction.
My own background is actually in photography, and that’s where my love for evergreen, long-form marketing began nearly ten years ago now. I started by blogging and eventually added YouTube. Today, my YouTube channel has nearly 100,000 subscribers and brings in over 400 trackable leads every month. That channel helped me hit my first multiple six-figure revenue year in 2022, and I’ve sustained that ever since. One of the most rewarding outcomes? My husband was able to leave his job to stay home with our kids, and I now work part-time hours so I can be with them too—something I know Elizabeth values and talks about a lot.
What Evergreen Marketing Is
When I talk about evergreen marketing, I’m referring to platforms like podcasts (like the one you’re listening to now), YouTube, blogs, and Pinterest. These are the key platforms that support evergreen content (content that continues to work for you long after it’s published).
Interestingly, Pinterest is the only one of those platforms that focuses on short-form content. The others (podcasts, YouTube, and blogs) are all long-form, just in different formats. Podcasts are audio, YouTube combines audio and video, and blogs are written content. Of course, you can also embed a podcast or YouTube video into a blog post.
The defining trait of evergreen content is that it has a long lifespan. A single piece of content can continue to bring in traffic, leads, and even sales for a year, two years, or even five years down the line. I still get views on blog posts I wrote five years ago, which is wild to think about. That’s why this strategy is so powerful for building a long-term, sustainable business.
Choose ONE Evergreen Platform and Commit to 6 Months
So, here’s the first big tip I want to share: if you’re brand new to evergreen marketing and want to actually see results, choose one evergreen platform and commit to it fully for at least six months. Go all in. That focus and consistency will make a huge difference.
Ideally, you should commit to at least a year. Evergreen marketing is a long game. You're probably not going to see a ton of traction in the first month (or even in the first few months). Yes, there are amazing resources out there. Elizabeth has a fantastic podcasting course, and I offer a lot on YouTube. Those tools can help fast-track your progress, but even then, success takes time.
Think of it like a snowball: it starts small, but the more you roll it, the bigger it gets. And the beauty of evergreen content is that once the snowball gains momentum, it takes a long time to melt. That means you get more breathing room in your marketing. Yes, it takes longer to build, but it also keeps working for you long after you stop publishing or take a break.
Dedication is the biggest factor in whether you'll succeed. When I look at my students or other business owners who are doing well with platforms like podcasts, YouTube, or blogs, it’s clear—they’ve stuck with it for months or even years before seeing major results.
Look for the small wins in the beginning
That’s one of the hardest parts: you start off excited, but a month or two in, the enthusiasm fades and it starts to feel like a lot of work. And yes, creating a podcast or launching a YouTube channel has a steeper learning curve than posting a reel or sending an email. But that learning curve gets easier with time. The key is to go in with a committed mindset. Stick with it even when growth feels slow, and stay focused on where you want to be in six months (or a year).
When I first started on YouTube, I spent a couple of years just throwing up random videos and barely saw any growth. Then I made the decision to go all in and really learn what works—specifically as a business owner, not as an influencer or content creator. After about three months, I started seeing small signs of growth. A few months after that, the growth really took off, and it hasn’t stopped.
Another example: we've recently gone all in on Pinterest. I’ve used Pinterest off and on for years, but we got serious about it this past year, and now we’re finally starting to see traction. It really does take consistency. You need to be committing to show up even when it feels like nothing is happening. And once you see those small signs of growth, lean into what’s working and do more of it.
One important note: if you’re newer in business, evergreen marketing works best when you already have a strong foundation. You need to know your brand, know your audience, and be really clear on your message.
You need to know the offers you ultimately want to sell and make sure your evergreen marketing supports them. You should also have opt-ins for your email list that you can weave into your evergreen content. And it's crucial to know who you're creating content for. If you don’t have clarity on your niche and audience, you risk putting effort into content that won’t serve your long-term goals.
Read more: The Ultimate Guide to Starting a Podcast in 2025 (8 Things You MUST Do!)
Create an Evergreen Marketing Workflow That Works For You
Now, the second key to success is creating a workflow that works for you. There are so many ways to approach this, and I teach a lot about batch creation, especially for YouTube. For me (now as a mom of three girls, including a baby) batching has been a game changer.
Getting ready to film (doing hair and makeup, setting up the space) takes time. It doesn’t make sense for me to do all that just to film one 15-minute video. It’s a much better use of my time to prep outlines for four to six videos and film them all in one session. Sometimes I get through three, sometimes six. It depends on my energy, especially with a newborn. But the goal is always to record multiple videos at once so I don’t have to think about filming again for a few weeks.
Of course, at the beginning, evergreen marketing will take more time because you're still learning and figuring out your rhythm. But batching can help. You might batch all your outlines in one session, then film later, then edit in another session. Staying in one “mode” at a time, rather than switching tasks constantly, helps you use your time more efficiently.
For me, editing multiple videos back to back is tough. I don’t have the brainpower for it. So I typically only edit one video a day. But I can batch film, batch outline, or batch create thumbnails. It’s all about figuring out which parts of the process work best for batching in your life and business.
Maybe you’re in a season where filming one video at a time is more realistic. That’s totally fine. The important part is creating a workflow that fits you. This is one of the biggest things that trips people up. They get overwhelmed by how time-consuming it feels and give up too soon.
Just remember: it might take more time up front, but once you find your rhythm, everything gets easier. And your workflow doesn’t have to look like mine or Elizabeth’s or anyone else's. It just has to be something you’ll actually stick to. That’s what matters most.
Repurpose Evergreen Marketing Content
This is something you should start doing from day one. It helps take the pressure off creating new content for every platform. When I started being consistent with YouTube, I took those weekly videos and used them as my weekly email newsletters too. It made everything so much simpler.
Pro tip: you can drop your YouTube transcript into ChatGPT and have it help you write the email. It’s seriously such a time-saver.
I still do this today—it’s one of the easiest ways to work smarter, not harder. If I’ve already spent time making a valuable video, why not turn it into other types of content? And it also gives me a way to point my email subscribers back to the video and get more eyes on it.
Today, we do this at a bigger scale. Each YouTube video becomes a blog post as well.
Each YouTube video I create also becomes content for my email list, Instagram Stories, and Instagram feed. Sometimes we clip the video directly; other times, we simply take the ideas from it. If there’s a point that really resonated or stood out, we’ll rework it into the context of an Instagram Reel or post.
I’ve had a team member help with this in the past, and it's been a game changer. She takes the YouTube content I put my best time and energy into and repurposes it using the outlines, transcripts, or clips. This has taken a huge load off me, especially since I started my business nearly ten years ago. It’s been such a refreshing shift to not feel like I constantly have to generate brand-new content.
Making an Evergreen Content Calendar
I have a free resource that shows exactly how I manage this. There, you’ll find a visual representation of what I call my Content Stacking System. It shows how I repurpose my YouTube videos into all these other content types. If you're a visual learner or just want some inspiration, I highly recommend checking it out.
At the end of the day, repurposing is about making the most of what you’ve already created. If you want to step into the CEO and visionary role in your business, you’ll want to stay focused on creating high-value, long-form evergreen content. From there, your team, or even just you, can break it down into smaller pieces. And because the original content is from you, it still feels personal and aligned with your brand.
Finding Evergreen Content Ideas
If you're just getting started with evergreen content or need help figuring out what to create, look at your best-performing short-form content. Think about your Instagram Reels, Stories, or captions that performed well. Use that as a starting point. If you had a great post or a long-form caption that resonated, turn it into an outline for a YouTube video or a podcast episode.
That’s exactly what I did when I first started my YouTube channel. I went back to my old blog posts, after years of blogging, and used those as scripts for my first YouTube videos. It’s a fantastic way to repurpose what you’ve already created and save time.
And if you want to go deeper into evergreen marketing, especially with YouTube, I’d love to invite you to my free private podcast. It’s called Evergreen Pregame. I share more of my story, lessons I’ve learned, and what it really takes to succeed with evergreen strategies. There are several great episodes already waiting for you.
Thank you so much for spending this time with me and letting me fill in for Elizabeth. It’s been so much fun! If you’d like to connect further, you can find me on Instagram at @stephanielynnkase, or visit stephaniekase.com for more resources. I'm also on YouTube at youtube.com/@stephaniekase.
Thanks again, and I hope you have an amazing rest of your week!
Links Mentioned:
Grab Stephanie’s sample evergreen calendar
Download Stephanie’s private podcast
Follow Stephanie on Instagram
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