Is your business striving to create content, but unsure of the necessary frequency? Do you experience sporadic surges in creativity, but are still falling short of “regular” posting? You aren’t alone. While 39% of B2B businesses produce content daily or multiple times per week, about 30% report far less frequency. On the B2C side, the percentage of those producing content less than weekly is a staggering 25%.

How Frequently Do You Publish Content?

Citation: STATISTA

So what is an appropriate frequency for your organizational content? We recommend you think of this from the perspective of resources.

Your Marketing Team is An Army of One

With a single person functioning as your marketing team, time is tight and prioritization is a must. But you can still make an impact. We recommend:

  • Content Calendar is drafted, featuring twice monthly content posts on the site.
  • These posts double as newsletter content, which offers the first two paragraphs, and then “click through to read more,” landing the reader on the site.
  • Both of these articles are prepared by department heads around your organization, spreading the required time appropriately across the team.

You Have a Powerhouse Duo or Trio in Your Marketing Department

With a few folks guiding the flow of the material, one of them can act as a writer as well as an organizer, but not in a manner where content development is their main gig.

  • Content Calendar is drafted, featuring weekly content posts on the site.
  • These posts double as newsletter content, which offers the first two paragraphs, and then “click through to read more,” landing the reader on the site.
  • Each post is also replicated on Linkedin, on the personal page of the Owner or General Manager.
  • 1 monthly article is prepared by marketing. Others are prepared by department heads around your organization, spreading the required time appropriately across the team.

You Have a Dedicated Content Creator

If you have the luxury of a dedicated person on your team, generating content and keeping the material cranking through the system, you are in a position to post multiple times a week, or even daily.

  • Content Calendar is drafted, featuring 2x weekly content posts on the site.
  • These posts double as newsletter content, which offers the first two paragraphs, and then “click through to read more,” landing the reader on the site.
  • Two posts monthly are also replicated on Linkedin, on the personal page of the Owner or General Manager.
  • Two posts monthly are contributed to a local vocational or educational newsletter or magazine, unrelated to your organization.
  • 3 articles monthly are prepared by department heads around your organization, spreading the required time appropriately across the team.
  • On “off days” where content is not published, a short teaser is produced in audio or video form for social media feeds, linking to recently published or upcoming content.

Whether you feel like you can replicate one of the scenarios above, or are creating your own version, the only way to more volume and better content is to start somewhere. Begin where you can, and grow from there.

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