Content Cadence: How Often to Publish, and Why
By Nick Nelson
It’s one of the most frequently asked questions in content marketing: How often should I be publishing?
This is a critical consideration as marketers strive to maximize their impact and results while dealing with the reality of constrained resources. In an ideal world, you might like to be putting out great new content every single day, but for most, that is an unrealistic aspiration.
This post offers guidance on evaluating your needs and developing a content cadence that works best for your brand and your audience.
What is content cadence?
In a nutshell, content cadence is a representation of how often your brand publishes content. But it’s about more than just frequency. Cadence is about strategic timing and patterns. It’s not just how much content you’re putting out, but when you’re publishing it and why.
As Olivia Gochnour puts it on the Tiled Blog: “Frequency relates more to volume and the haphazard way that many organizations send content out, at random times to random people.” Indeed, your publishing cadence should never be haphazard or random, and putting a thoughtful plan in place as part of your content strategy helps ensure that it’s not.
“Timing is important,” says Gochnour, “but there are a number of other factors that come into play when your marketing team is looking for the right content cadence. Factors such as who you are marketing to, what platform you’re using, how you engage them, when you engage them, what you engage them with, and the value that it brings.”
Content cadence statistics
According to HubSpot, which surveyed 1,200 marketers to understand how often they publish content across various channels:
- 34% of marketers publish content multiple times a week
- 33% publish content once a day
- 13% publish multiple times a day
- 10% publish weekly
- 6% publish multiple times per month
- 4% publish once a month or less
In other words, 80% of marketers are publishing content at least multiple times per week. This demonstrates that by and large, brands recognize the value in a healthy and active content cadence for staying top of mind, improving search visibility, nurturing audience engagement, and providing ample opportunities to address buyer needs throughout their journey.
Content cadence best practices
- Aim for consistency: Maintain a predictable schedule, tone and quality of content delivery to meet audience expectations and drive sustained engagement.
- Plan around audience insights: Analyze data around your audience and publish based on times they are most active and likely to engage.
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Source:: Top Rank Blog
