To do this on a per-heading basis, simply add the
~:EXPORT_HUGO_FRONT_MATTER_KEY_REPLACE:~ property to a heading's property block,
and the replacements will only occur within that heading.
+
+**** Why not use Hugo's internal Org parser?
+It's true that Hugo has an internal Org parser that is well maintained. It
+provides this as an alternative to markdown files. You may wonder, then, why
+someone would use Org mode to export to markdown instead of just letting Hugo
+parse the Org files itself. The answer is two-fold:
+1. Hugo's Org format is currently less feature complete than markdown, so
+ exporting from Org mode to the Hugo Org Format would limit potential output.
+2. Org mode is a lot more than just a file format, and its integration with your
+ system allows all kinds of benefits you can never get out of a simple Org
+ file parser.
+Therefore, supporting the Org format in another tool will give you a superior
+text format for organizing information, but it will be crippled when compared to
+an actual Org mode implementation. Ox-hugo gives you the ability to use Org mode
+itself to generate content.
+
+If Hugo's Org parser gains parity with, or eclipses, the Blackfriday Markdown
+format currently used by Hugo, ox-hugo could certainly be used to output those
+Org-Hugo files instead of the current markdown. This would be nice because it
+would allow Org mode users to view their output content more easily, but the
+advantages of ox-hugo and a real, bona fide Org mode would still remain.
+
+So you see, Hugo's Org parser isn't really in competition with ox-hugo, it's in
+competition with the /other/ Hugo formats (e.g. markdown).
+
*** Thanks
Thanks to Kaushal Modi, who found this article on the googs within days of me
posting it, for reaching out to me and providing thorough feedback and error
and the replacements will only occur within that heading.
+## Why not use Hugo's internal Org parser? {#why-not-use-hugo-s-internal-org-parser}
+
+It's true that Hugo has an internal Org parser that is well maintained. It
+provides this as an alternative to markdown files. You may wonder, then, why
+someone would use Org mode to export to markdown instead of just letting Hugo
+parse the Org files itself. The answer is two-fold:
+
+1. Hugo's Org format is currently less feature complete than markdown, so
+ exporting from Org mode to the Hugo Org Format would limit potential output.
+2. Org mode is a lot more than just a file format, and its integration with your
+ system allows all kinds of benefits you can never get out of a simple Org
+ file parser.
+
+Therefore, supporting the Org format in another tool will give you a superior
+text format for organizing information, but it will be crippled when compared to
+an actual Org mode implementation. Ox-hugo gives you the ability to use Org mode
+itself to generate content.
+
+If Hugo's Org parser gains parity with, or eclipses, the Blackfriday Markdown
+format currently used by Hugo, ox-hugo could certainly be used to output those
+Org-Hugo files instead of the current markdown. This would be nice because it
+would allow Org mode users to view their output content more easily, but the
+advantages of ox-hugo and a real, bona fide Org mode would still remain.
+
+So you see, Hugo's Org parser isn't really in competition with ox-hugo, it's in
+competition with the _other_ Hugo formats (e.g. markdown).
+
+
# Thanks {#thanks}
Thanks to Kaushal Modi, who found this article on the googs within days of me