In his week’s episode of the Internet Marketing Podcast, Andy talks to Buzzsumo’s Director, Steve Rayson to take you through the question of how frequently you should publish on your blog. As there is no ideal answer, Steve explains a number of different strategies which you can adopt. For example, you could adopt the same approach as some of the big publishers like The Washington Post. They publish about 1000 articles per day and therefore can reach a higher volume of people. On the other hand, there is the strategy of a “less is more” approach, where you find people like Brian Dean, who create a limited number of really high quality posts that get about 1000- 2000 links per article.
Steve then goes on to discuss content amplification. He says that after you’ve pressed the publish button, the hard work is not over yet but quite the opposite actually, it’s just started. He explains that there are many ways to reach your audience:firstly, you can pay for ads on social media to drive people to it, you could also email the content to everyone from your email list but a great way of sharing your content successfully with the public is to think about who will share and link to it. He explains that you’ll need to make sure it is something original and worthwhile to say and that you might even want to involve these people into producing the content, so as soon you publish it, they share it with their audience.
Steve’s Top Tip for you:
Think about your content frequency and what works for you. If you’re a blogger or company try the “less is more” strategy and focus on some more comprehensive in depth content. Equally, if that doesn’t work for you, test how your audience reacts to 1 post a week or a couple of posts a week and see what works for you and your audience. Also think about amplification, don’t create content without building a amplification strategy around it.