How Often Should I be Publishing?
Content, content, content.
Yes, content is really important.
But are you publishing too much?
Now, before you give me a snappy knee-jerk response, really think about this for a moment.
We are entering an age in which quality is far more important than quantity.
I’m all for consistency, but to me consistency isn’t just about regular publishing — it’s also about quality publishing. If every piece you publish isn’t up to par in terms of quality, you’re probably putting out too much.
The same can be said on the marketing side. If you don’t have the capacity to market everything you’re putting out, then you’re probably putting out too much!
Let me explain in more detail.
We’ll say, for example, that you’re publishing new content five days per week.
Here are some questions to consider:
- Is every post your publish rich, long-form, actionable and valuable?
- Is every post up to your quality standards (have you defined your quality standards)?
- Do you have any business publishing on every topic under the sun (should you be narrowing your focus)?
- Can you actually rank for the keywords you’re writing for?
- Does every post have a strategic call to action?
It’s easier to answer these questions when you have a proper editorial calendar.
Like I mentioned earlier, consistency to me isn’t just about frequency and velocity — it’s also about quality.
Just look at Brian Dean from Backlinko — he doesn’t publish all the time. He tends to roll out a new post every month or two — maybe less.
But his latest post has 958 comments. Wow.
This is because Dean delivers a lot of value with every post he writes. The content is actionable, useful, and inspiring.
So while we can’t say he’s consistent in terms of when he’s publishing, as in every Tuesday or something like that, but we can say he’s publishing quality content consistently.
I don’t want to point any fingers, so please don’t misinterpret me when I say this — but I frequently see articles on the likes of Forbes, Entrepreneur, and Huffington Post that are anything but quality.
It’s clear that many articles haven’t been proofread or edited, and a lot of the time the content is just a rehash of what you can already find elsewhere. Or worse, the title is misleading and isn’t a clear reflection of the content.
I understand the importance of speed. I like working fast and getting a lot done myself. But should sloppiness really be tolerated? That’s for you to decide.
Marketing Your Content
Do you actually have the time to market all of the content you’re pushing out the door?
Clearly, Brian Dean is doing a good job with marketing his. He’s putting his own philosophy to good use — and it’s working.
And I get it — some businesses and publishers have nice, aged domains with plenty of backlinks pointing back to them. They don’t have to do a ton of work on the SEO side — they just need articles written on as many topics as possible.
But for a lot of publishers, this simply isn’t the case. It’s going to take time to find their voice and style, create an archive of great content, and build an authority site.
If you have no visibility, those wonderfully written content pieces you’ve invested into are going to lay dormant for a long time. Maybe they will never get the traction or attention they truly deserve.
So if you’ve been frantically publishing for a while waiting for your ship to come in, why not slow things down and try a new approach for a while. You don’t have anything to lose if you don’t have much of an audience, right?
Admittedly, it can be hard to figure out exactly what to do on the marketing side. Social distribution is nice, but is a mere starting point. You may want to try paid advertising, email, influencer marketing, and other avenues to get the most out of your content.
Just make sure you’re promoting something worth promoting.
In the end, I can’t tell you what’s right for your publication.
Maybe high-velocity, high-volume is your style, and you wouldn’t dream of doing anything differently. As long as you aren’t struggling in terms of monetization, and the handwriting’s not on the wall with your revenue sources, you’re fine.
But it seems to me that a lot of publishers will need to re-think their strategy in the near future, if not immediately.
By the way, we’ve written more about this subject here. We hope you’ll take a look and let us know your thoughts.