vitalik.eth - content hash

the vitalik.eth content hash is set to QmeRoqnGf9tAh47T637MKjq1njW7W28cxV6GHrkjUPJD1T

but when Vitalik publishes a new blog post, I don’t see the content ID being updated (or at least I can’t find it in his transaction history)

Could someone please help me understand how his setup works?

I’m trying to learn so I can set one up myself.