How frequently should I publish content?
How many blog posts must you publish to drive traffic? Is there a key cadence to drive success? Does Google care about consistency?
Unfortunately, there is no magical cadence to stay in the good graces of search engines. And even if there was - it would not be an exclusive factor. Your blog performance is also related to things like keyword optimization, word count, originality, and credibility.
A publishing cadence should be unique to your business and internal capabilities. Here is how you should determine your schedule.
Quantity of content should directly tie to resources
The more content you post, the more opportunities you create to rank, resonate with readers, and drive traffic. So you would think, the more the merrier!
The exception to this rule is the quality tipping point. If you solely focus on quantity, quality will likely diminish with mass production.
Unhelpful or watered down blogs are damaging and a waste of time. They are less likely to rank, less likely to engage readers, and more likely to tarnish your brand image.
Your best rule of thumb: Publish as much quality content as resources allow.
Signs you’re producing high quality content:
Drives traffic, bounce rate under 80%, and (potentially) converts
Content is full of facts, examples, and unique perspectives
Content answers a question in a well-organized format
Content is direct and easy-to-read
Team is proud of their work
Signs you hit the tipping point and are producing low quality content:
Low traffic, bounce rate over 80%
Content is watered down, full of fluff, or repeating points from around the web
Content is a wall of text, or rambling to hit a word count
Team is burnt out and writing just to hit a number
The purpose of a publishing cadence is internal
Publishing cadence has its place, but it’s not there for Google. In some scenarios, like a popular blog where readers frequently return to find fresh information, it makes sense to set expectations for a reader. Publishing every Tuesday lets readers know they can check your blog every Tuesday.
But most businesses leverage blogs to get in front of new prospects. In these cases, consider the internal benefits of sticking to a cadence:
Publishing cadences are the best way to stay on track and hold teams accountable.
If your team is unable to produce according to the schedule, you know it’s time to hire or help them be more efficient.
During a brainstorm of content formats and topics, a publishing schedule tells you how much you need.
Maintaining a consistent cadence makes it easier to measure success. For instance, publishing 10 blogs one month and 1 blog the next creates traffic spikes.
Here’s an example of a content plan with dates.
With predetermined publish dates, topics and keywords, do you see how much easier it is to breeze through your plan? A schedule that follows a clear cadence will keep your team organized.
Additional resources for planning your content
If you’re interested in learning more, Content Land has plenty of resources available to help you plan and strategize.
Simple and logical content templates >> Access all of Content Land’s free templates in one place. These tools are simple but useful.
Productivity Workflows for Blog Managers >> Learn how to batch tasks, achieve the flow state of mind, and organize your day to be more productive. Walk through an example of planning a full week.
Productivity Hacks for Blog Writers >> These four principles can help you build momentum and get into a productive rhythm.
Your Content Calendar Template >> Coming up with a content calendar doesn’t have to be complicated, especially if you have to generate a new calendar each quarter. This planning template uses minimal information to create a useful plan.
Content marketing process flow chart >> Content marketing is a cycle. Follow this process to efficiently produce valuable content.
Create a library of marketing collateral >> This process will help you quickly generate valuable collateral.
