The following post is an excerpt from Chapter 6 of Online Content Marketing In 30 Minutes by Derek Slater.
A great idea should never die.
One of the big criticisms of blog-based sites is that today’s post, however good it is, sinks lower and lower on the page under the gravitational force of each subsequent post. Once it’s off the front page, it’s hard for readers to discover it again.
For some types of content, that’s appropriate. Nobody wants to re-read old news, for example.
But if you do a good job of capturing context, as mentioned in the preceding section, there’s a good chance that your content will deserve a longer shelf life.
Articles about products age quickly, because products change. However, there are aspects of your audience’s life and/or work that don’t change very quickly at all. Businesspeople have to go to a lot of meetings. They have to cost-justify purchases in order to purchase them. They have to persuade co-workers to do things they don’t like to do. They have to deal with bosses and subordinates. Articles that address these contextual issues are of high value and tend to be relatively evergreen, meaning they remain current and useful for a long time.
So the ideas in those articles will continue to provide your audience with value, if you can find ways to resurface, reuse and recycle the ideas.
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