Social media, on-demand television, instantly downloadable apps – sometimes life seems to be all about the here and now. But when it comes to marketing you need to think long-term as well. Obviously it’s great to make an immediate, massive splash (want to go viral, anyone?), but don’t forget about the depth of impact you want to make too.
In 2015, the Halverson Group carried out research on behalf of IZEA that revealed, unsurprisingly, that the bulk of blog post views take place during the first month after posting. However, a massive 28% of views occurred in the remaining two years of the research period, meaning that blog posts can still drive traffic to your site, years after they were originally posted.
According to the research, useful content such as recipe posts, were more likely to have this effect than, say, a post about a competition.
I’ve seen this effect for myself, in terms of a blog I used to write called The Reluctant Sailor. I stopped the blog around ten years ago, but I am still earning income from the Google Adwords connected to the posts. Not a lot, admittedly, but it is still coming in.
It means that the content is still generating interest, even though I have long since stopped trying to promote it. It means that maybe I should look into promoting it more.
And it also means that if you generate the right sort of content, you can benefit from this type of long tail effect too.
So what do you need to do?
- Give the reader something: advice, a laugh, images that he can use. If you can make your post useful, then it is more likely to last.
- Link back to your post whenever you can, perhaps by adding a list of related posts at the end of new blogs.
- Add a resource page to your website, and use it to highlight your most useful and relevant posts.
- Don’t forget about it! At some point in the future, take snippets of your old blog and tweet them out. Or compile a number of blogs together into a white paper or ebook.
After all, creating content is hard work. So why not make it work hard for you?
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