Yes, you read that right. I said 700-day blog post shelf life. In the social media realm that's ancient. Can you imagine tweeting about a blog post that was published in 2013? I want to cringe just thinking about it, but I can't. Why? Because the numbers tell me not to.

IZEA, a company that connects social media content creators with brands, partnered with strategic research agency Halverson Group to answer the question that has been on every content creator's mind: What is the actual life expectancy of a blog post?

Starting with more than 62,000 posts, and narrowing them down to 500, they evaluated the daily impression change of each post over a two-year period. What they found was that blog posts go through three phases:

  1. The Shout Phase: The first-week spike during which 50% of the blog post's total impressions are generated (because you're eagerly pushing out that new content)
  2. The Echo Phase: The 30 days following publication, during which 72% of the blog post's total impressions are generated (because you'll be darned if you don't get the most out of it)
  3. The Reverberate Phase: The seemingly endless stretch from 30-700 days, during which the remaining 28% of the blog's total impressions are generated (because you didn't know you could actually post something past 30 days without looking like a content marketing fool)

And so, the 700-day blog post shelf life was born.

It's hard to argue with stats, but one has to ask: Is it worth it? And, if so, How can I adjust my content marketing strategy to accommodate 700 days?

Let's start with the former question.

With more than 409 million people viewing more than 19.8 billion WordPress blog pages each month and more than 250 million blogs on Tumblr alone, blogging is one of the most critical forms of communication today. In fact, I often tell clients that a company blog is the rug that ties the room together—allowing me to slip a Big Lebowski reference into a client meeting.

Moreover, that reference comes with a recommendation: Revolve all social channels around a company blog, because it's the one channel where you can truly tell your own story in your own words. Unlike traditional media where the journalist tells your story or social networks where customers share their brand experiences with other customers on your behalf, you're the storyteller on your blog. Want to highlight your brand's history? Write a blog post. Need to validate a new product? Share a customer's experience with said product. Have something to say about a competitor's latest announcement? Put your point of view in a post. There are so many ways to use a blog when communicating with key audiences...

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image of Rory Schaff

Rory Schaff is online services supervisor at McGrath/Power Public Relations & Communications.She has spearheaded social media, traditional media, and analyst relations initiatives for a broad range of technology and consumer companies.

LinkedIn: Rory Schaff

Twitter: @rorymohon