When creating a content marketing strategy for a client, one of the most important decisions you’ll need to make is how often to publish new content. Should you update your client’s website every day? Every week? Once per month? The answer is that it depends. While in general you should aim to publish new content on a daily basis, doing so isn’t always feasible. You may not have the resources to produce a fresh stream of content every day. Or, there might not be enough relevant news in your client’s industry worth covering. In such cases, churning out useful, actionable content seven days a week can be difficult — without recycling, that is. If you can’t update your client’s website or blog daily, here are a few techniques you can use to maximize the content you do publish.

Consistency is Key

To maintain visibility among their target audiences, brands need to be consistent in creating fresh, timely, and engaging content. Whether you update your client’s blog once a week or once a month, it’s crucial to publish at regular intervals. Publishing infrequently isn’t a bad thing; publishing sporadically is. Commit to a specific posting frequency, then deliver on your promise to the client.

Publish Fresh, Useful Content

Google uses many factors to rank web pages, but the most important is how fresh the content is. Be sure the content you’re publishing is relevant and up-to-date. When updating a client’s website, ask yourself: is this information useful to the client’s target audience? Remember, Google’s algorithms are designed to help users find the best answers to their queries.

Post on Specific Days to Boost Results

According to research by HubSpot, blog posts garner the most views on Mondays, the most backlinks on Thursdays, and the most comments on the weekend. Determine whether your client’s goal is to increase traffic, improve search engine rankings, or boost engagement, and schedule your posts accordingly.

The Bottom Line

When updating your client’s website, quality and consistency is more important than frequency. Your minimum publishing frequency should be whatever you can reasonably commit to, taking into consideration your resources, target audience, and client goals. Decide on an interval — whether that be daily, weekly, or monthly — and create something useful or engaging every time you post. Need tips on how to create compelling content? Read more here.

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