Hello HUGgers!Luke O’Kelley Content Marketing Specialist MLT CREATIVE

I help implement inbound marketing campaigns for MLT Creative’s clients. I manage MLT Creative’s social media, and manage MLT Creative’s blog.

@MLT_CREATIVE@LukeOKelley1

Where we’re going:1) How does blogging fit into inbound marketing?2) Where is the marketing blogosphere today?

• Benefits• Challenges

3) What does it mean to be evergreen and why is it important for your blog?

4) How to make your blog evergreen• Writing evergreen posts• Freshening up old content

Where does blogging fit in?

The benefits of blogging1) Adds pages to your website

2) Attracts links

3) Helps establish you as an authority

4) Can be used as a sales tool

5) Gives you fuel for social media

6) Can be repurposed (ebooks, emails)

Where is the blogosphere today?• Everyone has a blog

• The law of supply and demand

• The according to Mark Schaefer, “the amount of available web based content (supply) doubles every 9 – 24 months.”

• “Content Shock” – the battle for attention on the web is becoming more fierce than ever.

Evergreen = shock treatmentWith so much content being created on the web, the content

that stays relevant and holds its value is key.

There are are two main ways to be evergreen: 1. Write evergreen content2. Continually refresh content

• Update content• Republish content

How to write evergreenWith so much content being created on the web, the content

that stays relevant and holds its value is key.

Evergreen posts: Non-Evergreen: 1) How to guides 1) News pieces2) List posts 2) Holiday related pieces3) Reviews 3) Statistics

You should write both evergreen and non-evergreen posts. How do you make your non-evergreen content evergreen?

Update and Republish• Rand Fishkin’s Whiteboard Friday:

Why Google Rewards Republishing• People appreciate it • Search engines appreciate it• You probably know more about

the subject and are better at optimizing

• Gives you a second chance• Old domains with fresh content

take the cake

Old Domain. New Content.Trader Joe’s: Est. in Los Angeles 1958

Trader Joe’s food: Always fresh

Two ways to do it:1) Update and add to a post

• Have things changed?• Do you know more about the subject?• Add helpful links• Are there ways that you can improve the SEO?

1. Page Title2. Meta description3. Images4. Calls-To-Action

Two ways to do it:2) Republish old posts

• Kill two birds with one stone: develop new content while improving the old

• Give forgotten blogs new exposure• Having lots of blogs saying the same thing doesn’t help

(301 redirect the old blogs)• Gives you a better ratio of old to new blogs

HubSpot’s historical optimization • In 2015, 46% of leads came from 0.5% of HubSpot’s blog

posts• They added a CTA to one of their highest performing blog

post that had the same keywords as the title and improved the conversion rate by 240%

Qualifiers • In order for republishing and updating to work you have to

have been blogging consistently for awhile• If you haven’t, focus on writing compelling content and

growing an audience

40+ Ways To Find Great Ideas For Your B2B Blog by Luke• Tools• Ideas

Sources: • Content Shock: Why Content Marketing Is Not A Sustainable

Strategy by Mark Schaefer• White Board Friday: “Why Google Rewards Republishing” by

Rand Fishkin of Moz• The Blogging Tactic No One Is Talking About: Optimizing The

Past by HubSpot’s Pamela Vaugh• 40+ Ways To Find Great Ideas For Your B2B Blog by Luke

That’s it!Questions?