An evergreen strategy dominates for blogging

“Marketers [should] publish more evergreen than temporal content if they are after compound return” — Tomasz Tunguz

Photo by Steve Harvey on Unsplash

Wow, thanks Ali Mese for introducing me to those fascinating charts that show how much better an evergreen strategy is for blogging!

Below I have included the meaning of those charts from that link to Tomasz Tunguz’s analysis in case anyone is interested.

Both charts below are based on a hypothetical blog that publishes monthly, with each different color representing each new post.

Evergreen strategy

“The first blog is an evergreen focused blog. Each post generates about 150 views on day one, and about 20 each subsequent day. Posts views decay according to a modest decay function, but still generate about 18 views per day a year later (this decay constant is based on this blog, but the figures are different.)”

You can see the compounding effect clearly. In a year, the blog is generating more than 250k visitors per month. Remember, this is a hypothetical example, with perfect execution. But the idea still holds. Content marketing value compounds.

Temporal strategy

Contrast the evergreen strategy with a temporal strategy. In this example, each blog post generates about 150 posts on the first day, 20 on the second day, but the decay function is much more aggressive. By the end of the year, each post generates 1 view per day.

This blog’s traffic caps out at about 70k visitors, less than a third of the previous one.

Source:

The Compounding Returns of Content Marketing