When evaluating the effectiveness of our content marketing efforts, one of the most difficult metrics to pin down can be lifetime value. When you’re talking about a blog post in particular, which can lack the “stickiness” of infographics, charts or webinars, estimating life cycle gets even trickier.
For years, the industry rule of thumb has been that most blog posts have a life cycle of approximately 30 days. What methodology led to this 30-day theory? Was it just a random guess based on some marketer’s gut feeling or anecdotal observations? Who knows.
Our Florida neighbors to the south, IZEA, recently commissioned a study to scientifically measure just what the lifetime value of a blog post really is. With the help of the Halverson Group, 62,863 blog posts were gathered, of which 500 were randomly sampled.
When tracking the performance of these posts over time, the Halverson Group made three very interesting discoveries.
Discovery #1. The lifetime value of a blog is much longer than originally believed
Flint McGlaughlin, CEO and Managing Director of MarketingExperiment’s parent company, MECLABS Institute, has a saying that he is particularly fond of: “Best practices are often nothing more than pooled ignorance.”