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.

2. 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

3. 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

4. Where does blogging fit in?

5. 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)

6. 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.

7. 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

8. 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?

9. 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

10. Old Domain. New Content.
Trader Joe’s: Est. in Los
Angeles 1958
Trader Joe’s
food: Always
fresh

11. 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

12. 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

13. 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%

14. 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

15. 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

16. That’s it!
Questions?