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To Post or Not to Post

When advising clients regarding content strategy, one question that always arises is “How often should we put up new content?” Some folks advocate a daily posting schedule to a blog, with more frequent posting to Twitter and other social media. Others advocate a weekly blog post, with daily or every-other-day to Facebook or other social media. This article will look at both sides, focusing on blog post frequency.

Pros to Frequent Posting

  • Can create better engagement. Once your client has a conversation going, it’s important to keep it going. Posting more often can give you an opportunity to respond to customers and comments real-time, allowing more engagement and driving more sales. This can lead to customers returning to your client’s site frequently to see what new developments have come up in the thread.
  • An active blog has more authority. When a blog is frequently updated, it gains the same benefits as a house with a well-kept yard – it gives an aura of care and concern. You assume the inside of the house is just as nicely kept, and you feel good about the owners. A daily posting schedule will show that your client is engaged in the topics, concerned about customers, and will give customers a good feeling about the internal running of the business also.
  • Better SEO. The more you post, the more relevant and fresh the content will seem to Google. This can increase crawler visits and increase page rank more quickly than less frequent posting. However, there’s no sense in increasing page rank if the content the customer finds is sub-par. SEO should be a consideration only if the frequent content can continue to be high quality.

Drawbacks to Frequent Posting

  • Less in-depth content. This is a bit of a ‘know thyself’ piece. Is your client creating content themselves, or are you doing it? How much time and expertise do the writers have?  The last thing you need is frequent, poor posts. It’s much better to do a weekly or even every-other-week schedule and create great content.
  • Can overwhelm readers. I have blogs I unsubscribed from because I just couldn’t handle the deluge! Unfortunately, a few these blogs actually had really great content, but because it wasn’t spaced out appropriately, most of the information was missed. Don’t post on a blog more than once a day. Period. Even daily posts can be overwhelming, depending on your audience. Know who you’re talking to, their online habits, and what they can handle!
  • Burnout. Depending on who is doing your client’s writing, there can be a risk of burnout, boredom, or loss of enthusiasm. This is especially true if the schedule calls for multiple posts a day, a pace that is very difficult to maintain. This results in poorly written posts, late posts, and other issues. The best way to avoid burnout with a frequent posting schedule is for your client to have you create the content. This can also assist with the time crunch your client may feel when they face writing tasks in addition to their usual job.

As you can see, there are good arguments on both sides, and no one answer will fit everyone. Sometimes it’s good to start small and work up – start with a weekly schedule, and as you can handle it, add more content. On the other hand, if your client has no real online presence they may need a very frequent schedule to make a strong impression in a short time.

Regardless of what your client decides, it’s important to be consistent. Customers and other readers come to expect a certain schedule, and keeping that schedule is part of maintaining engagement and participating in the online conversation.

Do you recommend a slow posting schedule, or a post every day? Why? Share in the comments! 

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