The atomic half-life of Web content

I’ve got a  special reason to celebrate this week. It’s my fiftieth blog post as a Gloucestershire copywriter! Thank you for dropping by.

It’s going to be a short and sweet one too. I was listening to social-media expert Jay Baer when he mentioned the idea of the atomic half-life of content – the length of time before the value or usefulness of online or offline content is reduced by half. It set me thinking…

As I understood what I heard, he made the interesting point that website and blog content has the longest half-life of all content. AdWords, for instance, has a very short half-life; stop paying and the value of your campaign drops to virtually nothing with immediate effect. I’ve also seen reference to Twitter tweets having a half-life of 30 minutes.

But blog or website content? Now that’s a different thing. Your investment in high-quality content is like buying an annuity for your organisation. As well as immediate benefit, great content goes on and on serving your prospects and customers for months and years after you (or your SEO copywriter) have created it.

Combine this with everything we know about Google’s ongoing algorithm updates and the increasing importance of meaningful content for Web searchers and there’s a powerful message. Well-written copy from an online content writer is a great investment that will serve you loyally today, tomorrow and way into the future. Think website pages, online articles, customer case studies and more. The potential is unlimited and unlike AdWords, each piece of content is an investment in the future worth of your online presence.

Do you have the time, the specialist SEO copywriting skills or even the inclination to create your own long-half-life content? Not everybody does. And besides, isn’t there something else you should be doing that will utilise your unique skills more effectively? While in the meantime, that vital copy still has to be dragged off your to-do list and put out online…

Just a thought…

 

is an experienced Gloucestershire based copywriter specialising in Marketing, Web/SEO, technical and PR copywriting.

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