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How To Keep Your Blog Evergreen


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On March 16th, Luke O'Kelley presented to the Atlanta HubSpot User's Group on the importance of evergreen content, and how to make your blog content more evergreen. These are his slides.

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How To Keep Your Blog Evergreen

  1. 1. Hello HUGgers! Luke O’Kelley Content Marketing Specialist MLT CREATIVE I help implement inbound marketing campaigns for MLT Creative’s clients. I manage MLT Creative’s social media, and manage MLT Creative’s blog. @MLT_CREATIVE @LukeOKelley1
  2. 2. Where we’re going: 1) How does blogging fit into inbound marketing? 2) Where is the marketing blogosphere today? • Benefits • Challenges 3) What does it mean to be evergreen and why is it important for your blog? 4) How to make your blog evergreen • Writing evergreen posts • Freshening up old content
  3. 3. Where does blogging fit in?
  4. 4. The benefits of blogging 1) Adds pages to your website 2) Attracts links 3) Helps establish you as an authority 4) Can be used as a sales tool 5) Gives you fuel for social media 6) Can be repurposed (ebooks, emails)
  5. 5. Where is the blogosphere today? • Everyone has a blog • The law of supply and demand • The according to Mark Schaefer, “the amount of available web based content (supply) doubles every 9 – 24 months.” • “Content Shock” – the battle for attention on the web is becoming more fierce than ever.
  6. 6. Evergreen = shock treatment With so much content being created on the web, the content that stays relevant and holds its value is key. There are are two main ways to be evergreen: 1. Write evergreen content 2. Continually refresh content • Update content • Republish content
  7. 7. How to write evergreen With so much content being created on the web, the content that stays relevant and holds its value is key. Evergreen posts: Non-Evergreen: 1) How to guides 1) News pieces 2) List posts 2) Holiday related pieces 3) Reviews 3) Statistics You should write both evergreen and non-evergreen posts. How do you make your non-evergreen content evergreen?
  8. 8. Update and Republish • Rand Fishkin’s Whiteboard Friday: Why Google Rewards Republishing • People appreciate it • Search engines appreciate it • You probably know more about the subject and are better at optimizing • Gives you a second chance • Old domains with fresh content take the cake
  9. 9. Old Domain. New Content. Trader Joe’s: Est. in Los Angeles 1958 Trader Joe’s food: Always fresh
  10. 10. Two ways to do it: 1) Update and add to a post • Have things changed? • Do you know more about the subject? • Add helpful links • Are there ways that you can improve the SEO? 1. Page Title 2. Meta description 3. Images 4. Calls-To-Action
  11. 11. Two ways to do it: 2) Republish old posts • Kill two birds with one stone: develop new content while improving the old • Give forgotten blogs new exposure • Having lots of blogs saying the same thing doesn’t help (301 redirect the old blogs) • Gives you a better ratio of old to new blogs
  12. 12. HubSpot’s historical optimization • In 2015, 46% of leads came from 0.5% of HubSpot’s blog posts • They added a CTA to one of their highest performing blog post that had the same keywords as the title and improved the conversion rate by 240%
  13. 13. Qualifiers • In order for republishing and updating to work you have to have been blogging consistently for awhile • If you haven’t, focus on writing compelling content and growing an audience 40+ Ways To Find Great Ideas For Your B2B Blog by Luke • Tools • Ideas
  14. 14. Sources: • Content Shock: Why Content Marketing Is Not A Sustainable Strategy by Mark Schaefer • White Board Friday: “Why Google Rewards Republishing” by Rand Fishkin of Moz • The Blogging Tactic No One Is Talking About: Optimizing The Past by HubSpot’s Pamela Vaugh • 40+ Ways To Find Great Ideas For Your B2B Blog by Luke
  15. 15. That’s it! Questions?