Rory Schaff says, “Yes, you read that right. I said 700-day blog post shelf life. In the social media realm that’s ancient. Can you imagine tweeting about a blog post that was published in 2013? I want to cringe just thinking about it, but I can’t. Why? Because the numbers tell me not to.

IZEA, a company that connects social media content creators with brands, partnered with strategic research agency Halverson Group to answer the question that has been on every content creator’s mind: What is the actual life expectancy of a blog post?

Starting with more than 62,000 posts, and narrowing them down to 500, they evaluated the daily impression change of each post over a two-year period. What they found was that blog posts go through three phases:

  1. The Shout Phase: The first-week spike during which 50% of the blog post’s total impressions are generated (because you’re eagerly pushing out that new content)
  2. The Echo Phase: The 30 days following publication, during which 72% of the blog post’s total impressions are generated (because you’ll be darned if you don’t get the most out of it)”.

Get the Most Out of Your Content Investment: Strategize for a 700-Day Blog Post Shelf Life

MarketingProfs

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