Every blogger or content marketer will have a different opinion when you ask them what the ideal frequency for publishing is. Timing content is as important as creating high quality content that is useful to the reader. Poorly timed content with good tips may not fetch as much attention from the audience, so you have to get the publishing timeline correct. Timing and frequency of publishing is affected by a number of factors ranging from the kind of platform you are using, to the kind of audience you want to connect to.
Understand your audience
Before you can come up with a content creation plan, you first need to understand your audience. Some audiences will be expecting to see new content each day while others will be fine with a weekly article that covers a variety of topics. This also can be affected by the kind of platform you are using to relay your message. People on social media would prefer to follow an active channel, which means publishing new content should be more frequent. Also observe the performance of your clickthrough rate as well as bounce rate to establish if the changes you are making are adding any meaningful benefits.
Social media frequency
Let’s talk about social media. In the case of on-site blogs, you could publish as many posts per day as possible and you will still achieve the objectives of your strategy. However, when it comes to social media this strategy might not work or will produce little impact. You need to be strategic on when to post and how frequent you publish new content.
Almost every company or brand has a profile on Facebook. Research shows that the most effective strategy for sharing content on Facebook is posting once or twice a day on weekdays and only once during weekends. The reason this strategy is important is because Facebook prioritizes content that is receiving more engagement. For your posts to be seen by a bigger audience, you should space content strategically so more people are able to engage with the content through comments and reactions. Posting more than two days might result in poor statistics since this leaves your followers overwhelmed and unable to synthesize all the information you are feeding them, plus you are not the only source of content they have on their timeline.
Unlike Facebook, Twitter posts tweets to the newsfeed of users and uses a sequential format. This means information on Twitter has a short lifespan, usually between minutes and a few hours. The ideal number of tweets for this platform is between 4 and 15 if you want to cover different time zones. But for local time zones, you could do fine with at least four tweets.
Quality above all
The obsession with publishing as many posts as possible might drive you to a writer’s block, which might compromise quality. Always pay attention to the kind of content you are sharing to ensure it falls within the prescribed quality standards, otherwise you will also lose your audience due to a shift in the usefulness of your content. Spend enough time doing research to come up with quality content that will keep your audience engaged.