How Frequently Should You Publish Content?
July 16, 2019 | by Timothy Wier
The more you publish, the more attention you’ll get. So how frequently should you publish content? As intimidating as it sounds, that’s why you should publish content as frequently as possible.
Yes, that’s exactly what I said. As frequently as possible.
If you don’t believe me, this blog lays out the benefits you get from high quantities of content.
But first, don’t take this to mean that you should sacrifice quality for quantity, and don’t define “quality” by word count. And certainly don’t compare yourself to other content marketing giants.
Quality comes first and foremost from your ability to provide value to your audience. You can do that regardless of how many resources you have at your disposal:
- Can you spend 30 minutes a day writing and posting blogs answering questions your customers are asking along the buyer’s journey?
- Can you take 20 minutes a week and do a YouTube Live or Facebook Live broadcast answering those same questions or commenting on the state of your industry?
- Can you interview customers and employees for a weekly podcast, diving into topics that are relevant to your business?
With the right expectations, you can generate more content than you think — whether you’re leveraging internal resources or outsourcing through a content agency. And here are some of the advantages you’ll realize when you do.
1. You’ll Get More Audience Touches
From a sales and revenue perspective, the primary benefit of frequent content is a larger number of audience touches.
Thanks to social media algorithms, low email open rates and the fact that not every audience member will be interested in every single thing you post, you’re not going to reach every person every time. But increased frequency means you have a better chance of connecting with them, especially if you can spread it out over the day, week, month, etc.
It takes anywhere from 7 to 13 touches in order for a prospect to become a true lead. So as long as you aren’t posting anything actively harmful to your brand, it really is a numbers game.
If you publish helpful, educational content, these touches won’t all be sales pitches (which you’ll have your salespeople do later in the buyer’s journey). Instead, educate them around the problems your products or services help to solve. Your frequent communication should be helpful, not annoying or badgering.
When your buyers are ready, they’ll be primed, educated, and, hopefully, anxious to do business with you.
2. You’ll Build Anticipation and Expectation
Wouldn’t it be great if your audience was looking forward to your next piece of content, ready and waiting with bated breath?
While it takes a while to build this level of anticipation for a new brand, you can start laying the groundwork now. The powerful combination of quantity along with consistency trains your audience to expect new content when and where you want them to see it.
If you publish blogs or YouTube videos on Mondays and Thursdays, that’s when your audience is going to expect you to deliver them. Of course, they’re not actively thinking this all the time. But even subconsciously, you’re training your audience how to interact with you.
There’s no way to build this anticipation when you post infrequently.
Of course, the content must provide value to your audience. But you also should be posting several times a week or more.
There’s just too much new content out there, and if it isn’t coming from you, your audience will get it somewhere else.
3. You Can Address a Wider Variety of Topics
When you post frequently, you’re able to comment on a wider variety of topics—by virtue of the fact that you have the space to do so.
If you post only a few times a month, you’re limiting yourself to that many topics, when you need to be getting as much information out to your audience as possible.
Now don’t get carried away here. That doesn’t mean you should post about anything and everything. The point is to focus more on the questions and problems your audience has, not to randomly write about topics that have nothing to do with your business or expertise.
Think of it as honing in. There’s an incredible amount of detail and nuance that can come into play when speaking to your audience. Even something as simple as segmenting by industry can get complicated when there are multiple sub-verticals within that industry. Posting in quantity means you can experiment with these niche topics.
Assuming you executed that content well, look at the analytics to see how it tracks. Did it have wide-range appeal (pageviews)? Did people keep coming back to it (average pageviews per user)? Was it interesting enough to entice them to take action or look for more (bounce rate)?
When you post in quantity, you can take these kinds of chances because there’s more “real estate,” as it were. In fact, there’s virtually unlimited real estate, so go ahead and produce as much content as you can.
Go ahead and take a chance on something, because you can always post something else tomorrow and the day after that.
4. You’ll Reach Your Goals Faster
Your content doesn’t just help your audience. It also helps your business.
Each piece of content is a tool that simultaneously attracts leads, entices them to convert, nurtures them along the buyer’s journey, and continues to educate after they become a customer. All along the way, it’s building up your brand authority and visibility.
Your content provides massive value in getting you to your business goals. The more you publish, the faster you’ll get there.
Each piece of content you publish is a separate webpage—whether it’s on your website or on a social media platform—dedicated to topics relevant to your audience. Even if you get 10 hits a month on that page, if you have 100 of those pages, that’s 1,000 extra hits a month.
There’s also the value to your internal analytics process. The more content you’ve published, the more samples you have to analyze to see what’s working and what’s not in terms of audience engagement, views, bounces, conversions, etc.
The more you produce, the more attention you garner and the faster you’ll be able to hit those conversion and revenue numbers you need to grow and scale your business.
Content compounds in its effectiveness over time. Each piece builds on the next, so the effect isn’t cumulative, but exponential.
So how frequently should you publish content? If you publish as frequently as possible, you’ll realize more benefits to your business and get where you need to go–faster.
For more tips on how to balance quantity and quality in your content marketing, click here to download our eBook on the topic.