“Content marketing is a little bit like a bank account where you get the benefits of compounding returns.” So says Tomasz Tunguz, a venture capitalist at Redpoint. We couldn’t agree more.
Think of blogging as a long-term content investment strategy. Just as you may tell your clients to stick with the investment and allocation strategy you’ve outlined, you may should stick with blogging, too.
Evergreen blogging may provide compound interest – and leads – over the long-term. Ideally, at around the six-month mark of your blogging history, you’ll see older articles triggering as many clicks as newer posts.
“Content is one of the few forms of marketing that has a compounding return,” said Mr. Tunguz.
What is content marketing? Beyond blogs, it’s the informative material you put on your firm’s website, and can include your blog posts, eBooks, brochures, videos, podcasts, pitch books, whitepapers, case studies, slideshows, quizzes, and calls to action.
The chart below shows that a typical blog post may generate between 1x and 2x as much traffic, not on the first day lf its post, but over months or longer. Half of the page views for a typical blog post may come after the first day you clicked the publish button.
Is your blog post going to be relevant six months to a year from now, or is it a topical post with a short-term shelf life?
Evergreen content may include posts where you detail the pros and cons of various investment styles; or a how-to guide on asset allocation; or retirement planning or succession planning..
When you write an evergreen post, your prospects might not see it until six months after you originally posted the article. It therefore may be an old and long forgotten post for you, but it could be a brand new and insightful 600 words for your prospective investor.
Topical posts have their place as well, but perhaps should constitute no more than one-quarter to one-third of your blog. An example of a topical story might be a newsworthy item, such as a report on quarter-end asset trends in the private equity, mutual fund, or hedge fund industries.
While topical posts have their place, their short-tem nature negates their ability to pull interest after their perceived short expiration date.
How long is evergreen? According to Spokal, an internet marketing service firm, ”The average blog post lifespan is two to three years. By contrast, the average Facebook post lifespan is three hours; and the average tweet lifespan is two hours…or less.”