A study (http://goo.gl/CDhcTO) by IZEA and the Halverson Group undertook a look at the question of how much value there was in a [conventional] blog post. While most marketers and marketing conventional wisdom had assumed the value of a blog post to be approximately 30 days, their study concluded that only after 24 months has 99% of a blog post's impressions been obtained.
They also identified three distinct phases in the life cycle of a blog post: "Shout", "Echo", and "Reverberate".
Shout: The “Shout” phase yields an initial steep spike in impressions that occurs within the first week to ten days, when 50 percent of a blog post impressions are generated.
Echo: The “Echo” phase begins shortly thereafter and lasts until day 30, when 72 percent of blog post impressions are realized.
Reverberate: The third, and likely least studied, phase in a blog post’s life cycle is the “Reverberate” phase. This phase makes up the 28 percent of remaining impressions and lasts from day 30-700. The Reverberate Phase is important for both content creators and marketers, as that is where the long tail value occurs. It is also the phase that most blog post impression metrics fail to take into account and quantify.
You might have noticed that I used the word conventional earlier to describe the patterns this study looked at. The reason is that I do not believe that this is what all blog posts look like, but instead how they look in aggregate when lumped in with the majority of content which is written for short-term impact.
In many cases you could then say there are two additional phases, either of which can occur: "Growth" or "Spark".
In Growth, the content would begin gaining traffic due to inbound links and search traffic, moving up in the SERP and becoming an authority for the subject. This traffic would continue to gain as it both moves upwards in rankings, but also outward into more general queries. As it gains in rankings, it also gains from additional shares and inbound links.
In Spark, similar to Growth, the traffic comes mainly from search, but the sudden spark occurs due to an algorithm or display change. Many sites saw changes to their content as a result of Penguin and Panda, and others still from the addition of Answer Boxes and Rich Snippets. Those changes to the display of types of content could result in old content sparking again.
In my own blog post, linked below, I show examples where content, true evergreen content, breaks the mold described in this study and provides lasting value well beyond the 24 months discussed in their study.
Read the entire article here: http://www.confluentforms.com/2013/09/blog-content-life-cycle-dividends.html
Ping and H/T: , , ,
It's actually built on Blogger, but like many systems you have access to PublishedDate and LastUpdated from the data/database. We then use that data for display, but also in the microformatting/schema.