Content creation is more about quality than quantity, marketing experts say.
Businesses often believe that they need to be constantly posting new content in order to stay relevant, fresh, and at the top of their customers’ minds.
However, marketing experts and data suggest that this isn’t necessary — and it’s not exactly feasible, either.
“Create content consistently. Not constantly,” writes Stefanie Marrone for The National Law Review.
Marrone, a law firm consultant, says having a clear, consistent, and strategic content marketing process will help businesses stay on track.
She points out that nobody is watching a business’s content stream as closely as their marketing team is, so the audience won’t recall what’s posted.
Keeping track of content on a calendar allows for repurposing content in interesting new ways, such as turning one article or one webinar into multiple forms of content.
Posting consistently doesn’t mean posting every day, experts say. Instead, it involves developing a consistent schedule and balancing content creation with audience engagement.
One major purpose of content creation is to establish a brand as a trusted expert in its field, experts say.
While content can speak for itself, marketers must back up their content by engaging with their audience on social media, through email, and in comments to build a community that relies on the information.
If a company’s goal is to maximize organic traffic and boost clicks, HubSpot says small blogs should publish new posts three to four times a week, and larger blogs should publish four to five times a week.
HubSpot says diversifying content and providing useful information is key if the goal is brand awareness.
For brand awareness, small blogs should post one to two times a week, and large blogs three to four times a week.
Why not every day? Experts say increasing volume could lead to team burnout or over-saturation of search engine results.
The number of recommended blog posts ensures new posts have time to gain traffic, and existing, updated content is properly boosted.
Marrone says marketers are better off posting a strong article or social media post two to three times a week than something lackluster five times a week.
Content also should be posted strategically, on the days and times when the audience is most active on social media, in email, or online.
Businesses with more resources, such as those that work with a digital marketing agency, may approach the strategy a bit differently based on their organic search or brand awareness needs.
Experts say as long as a company is working in alignment with its goals, and measuring its results, they are likely to find a strategy that works for its unique purposes.