Regardless of where you are with your content marketing efforts, it’s impossible to tell if you’re where you need to be. Are you producing too much content and people just aren’t interested or are you producing too little and no one has noticed?
We believe there is a happy middle-ground between the copy-paste content sweatshop strategy of content creation and a more hands-off Laissez-faire approach. Let’s get into how you find that sweet spot in your content marketing strategy so your content will get the attention it deserves.
Accurately Assess Your Bandwidth
In order to find the content creation sweet spot for your brand, you need to do a quick audit of the resources you have available to you. How many people on your staff are fully dedicated to content creation? How many are freelance? How many write content whenever they can find the time and how often can they realistically contribute?
Once you have your total resources laid out, figure out how often you create and post content across your blog, social media sites, or any other content channel you use. Once a day/week/month?
You’re going to use both pieces of information to determine whether or not your team is over-exerting itself and just creating content for the sake of having it, as opposed to consistently contributing some value to your clients and prospects.
The content geniuses at Contently came up with this useful chart to give you an accurate idea of how much content you should be creating given the size of your team:
According to this, the only way you should be creating and publishing a piece of content every single day is if you have at least 8.5 internal and external resources working on your content. That may seem extreme to some ambitious content creators out there, but the main reason for this is quality control.
Creating a deluge of mediocre content isn’t helping anybody. Your clients aren’t benefiting since they’re not sticking around to read all of a second-rate piece of content, and you’re not benefiting because you’re gaining a reputation for mediocrity.
Taking more time to create a great piece of content will benefit you a lot more in the long run than creating 3 pieces of passable content in the same amount of time.
How Often Should You Post?
Now that you’ve determined how much you can post, it’s time to think about how much you should post.
The first thing to consider is how much you have already posted. A person who already has a backlog of hundreds of quality blog posts might take a different approach than a person starting from scratch.
For instance, HubSpot found that over 75% of their blog views came from old posts, so they decided to make it a mandate to update an old article every week.
They then analyzed that trend among their 13,500+ customers and found that companies that had published 401+ blog posts in total got about twice as much traffic as companies that published 301 – 400 blog posts.
So if your blog is full of quality content, you can probably get away resting on our laurels a bit and post less frequently.
That’s not to say that if you’re just starting out it’s a mad dash to 401 blog posts, however.
The key is, and always will be, quality. If you have the resources to publish 5 quality blog posts a week and reach 400 in less than a couple of years, more power to you.
You need to establish a minimum threshold of quality on which you refuse to compromise and judge how many posts you can make against that bellwether.
You can also test out how different frequencies affect your engagement rate. Try to double your normal frequency for a few weeks and then half your normal frequency for a few weeks and see how your engagement changes.
This can help you figure out where your frequency sweet spot is. Don’t do this more than once or twice, however, since you want to establish a somewhat consistent frequency once you’ve figured out what works best.
Use these tips to keep from over-extending your marketing efforts for little to no results. If you work wisely and produce timely, original content, eventually your hard work will pay off (especially with the help of paid media).
For more content marketing tips and tricks, check out these helpful articles: