It is imperative that you publish high-quality content, but you also need to know how frequently to publish it. Your content marketing publishing frequency will have a tremendous impact on your inbound lead metrics. So, it is in your interest to develop a content marketing schedule that works for you and your audience.
The larger companies with big content marketing budgets will be able to track their metrics and experiment with publishing frequency. If you are a small company just starting out on your content marketing journey, then you will probably not have this luxury. So, to help you out we have some useful advice for you to follow.
Publishing Frequency for Blog Posts
There has been a lot of research undertaken when it comes to blogs and the recommended publishing frequency of new posts. The experts in this field have concluded that most successful bloggers publish anywhere from one to seven new posts every week.
The experts do not recommend that you publish any less than one new post a week. It is better to do this than publish four new posts in a single week and then nothing for the next three weeks. The main findings in the research were that the more posts you publish, the more leads you will acquire.
There are a number of factors that you need to take into consideration with your blog posting frequency. After a while, you will establish how much content is right for your audience. To post often, you will need the talent in-house or outsource it. You will also need a budget that can sustain this.
Always go for quality over quantity. It is far better than you produce a really in-depth and informative blog post once a week than seven posts that really are mediocre at best.
You must use email marketing in your content strategy. You will want to capture leads and turn them into subscribers. You need to keep active when you are using email marketing. Do not let a week go past without you sending an email to your list or your responsiveness will reduce.
Of course, the effectiveness of email marketing will vary from industry to industry. How your subscribers will make a purchase and the time that this will take needs consideration. If this “buying journey” is unusually long and goes into months then sending 2-3 emails a week to your subscribers could have the opposite effect to what you want.
If you really don’t know where to start with the frequency of your emails, then just send one every 4-5 days.
What about Offers?
The research on this proved one thing to be very clear – the more offers that you have on landing pages, the more leads you will acquire. There is not much chance of you publishing too many offers. You need to just sync this with the emails that you send out to your list.
If you have a lot of offers on your website, then this is unlikely to upset any of your customers or potential customers. Basically, there are no recommended upper or lower limits for the publishing of offers.
Publish as many offers as you want to as long as they add value. You can repurpose existing content to appeal to different customers in your audience. This is a cost-effective way of leading visitors to your offers.
Posting on Social Media
This is the least easiest area to predict publishing frequency as there are many things to consider including the social platform, your target audience and the industry that you are in. For example, in a study by HubSpot, it was found that posting more regularly benefited the real estate industry while the manufacturing industry benefited from less regular posts.
You want to create engagement with social media, and the platform needs consideration. For Facebook posting twice a day every day can build good engagement. On Twitter, you may need to send 4 Tweets every hour to get the same result.
Be aware that the life-cycle of a post is different for each platform. A post on Google + or Facebook is going to have a much longer lifespan than a Tweet. This means that you will need to develop a different posting schedule for each social platform.