Advertising soon sinks without trace, no matter how big a splash it makes to begin with. This holds true online and off, regardless of the channels you use.
But what about blog posts? Can the same be said about these too? Actually no, it can’t. I was looking for information on the importance of regular eye tests the other day and some of the results returned to me by Google included blog posts dating from 2010 and – wait for it – 2007. Google obviously thought a blog post a full seven years of age was relevant to my search. I have to say I agreed with it – it was informative and timeless too.
While it’s good to have newsworthy posts on your site if they’re relevant, it’s great to have good quality timeless posts on there as well. Take a look at some of the posts on this blog for example. I’ve made a point of writing posts that are relevant to the type of people who are reading my blog. While some of them might be dated a few weeks after I’ve written them, they are few and far between. For the most part the posts are relevant no matter whether you read them the day after they’ve been published or a couple of years after.
The same applies to posts written for your own blog. They keep on working for you long after they’ve been published. This is one of the reasons why I often talk about blog posts as an investment when you hire someone else to write them for you. They are an investment for the long term, whereas regular advertising can be promoted and gone in an instant (especially online).
One final point – blog posts provide long term value for everyone who comes to your website. However they also provide great value for you – and they’ll continue to do so for as long as you have them on your site.