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Satisfy but Don’t Stuff: How Much Content Is Enough?

Thanksgiving Dinner

Have you ever eaten so much when you went out that you didn’t feel like eating at a restaurant for months? Or have you ever unfollowed someone on social media simply because they posted so much that their profile picture was burned into your memory? Believe it or not, these two experiences have a lot in common. You never want to give your audience the feeling that they’ve had enough of your content for some time. You need them coming back often. You should post often enough to satisfy your audience’s hunger for great content, but you can’t stuff them to bursting.

As much as we’d like there to be, and as is often the case in the marketing industry, there is no universally “right” answer when it comes to how often you should post content. But while there may not be a clear road to follow, there are guideposts that can help you find the sweet spot for your audience and marketing strategy. Here are a few tactics for posting a satisfying amount of content across your various available channels.

Remember Your Purpose

Image via Flickr by Stephen O

Before we get into how often you should post individual types of content, let’s go over the fundamental factors that will determine how much content is enough. First and foremost, consider your audience. For example, if your target audience consists largely of men and women over age 60, you may not post on social media as frequently as you would if your audience was in their 20s.

Secondly, never lose sight of how posting content contributes to your overall strategy. Are you hoping solely to expand your audience base? Do you want to improve your website’s SEO? The answers to such questions can guide where you place your focus and how often you post content.

Finally, take your competition into account. If you see that your competition is having huge success posting more often than you, consider following a similar posting frequency and see if your engagement rises. While you’re looking into your competition, try to find out what other aspects of their content may be earning them the engagement that you’re missing.

With these three ideas in mind, let’s look at how you can post enough to satisfy your audience.

Social Media

Since users interact with the various social media networks differently, we handle each social media channel differently from its cousins. For example, on Facebook, write two posts a day if you have over 10,000 followers. A study from Hubspot found that when companies with fewer than 10,000 followers posted twice in a day, posts gathered 50 percent fewer clicks. If you have a smaller following and post one to five times a month, your click-through rate will likely double.

What about Twitter? If you want to improve engagement per post, you should tweet one to five times a day. If you want more total responses, tweet as much as you want. Even tweeting 50 times a day probably wouldn’t hurt. But be aware that spending the time to draft and publish 50 posts will take up valuable time and resources that could be spent in more effective ways. It’s better to settle for the improved engagement of one to five tweets.

Instagram works a little differently. A study from Tailwind found that posting once a day on Instagram increased engagement and follower growth. The study also found that the more often accounts posted, the more likes those posts gathered.

Blog

When it comes to posting on your blog, remember a simple truth: the more the better, as long as it’s high quality. Hubspot found that companies that posted 16 or more monthly posts got nearly 3.5 times more the traffic than companies that posted between zero and four times a month. When users come to your website, it’s because they want the resources that you have to offer. You’re not bothering them by blowing up their social media feed, so don’t be afraid to post often.

The danger in churning out blog posts, however, is that high frequency can sometimes breed low quality. Guarantee that every one of your posts is your best work. If you find that posting 16 times a month is cutting quality, then scale back your frequency.

Videos

The optimum frequency of video content varies, since videos can often take more time and resources than a social media post or blog post. It can also depend on where you’re posting your videos. If you have a YouTube channel, consistency is more important than frequency. Whether you post once a week (which is the general standard) or twice a month, make sure you post on the same days and at the same times, so your audience knows when to tune in to your channel. Consider posting that schedule in your bio or in your channel banner.

The same rules can apply to videos that you post on your website, but it may depend on the types of videos you decide to post there. For example, maybe you post a monthly update about your business on your website, but you post weekly how-to videos on YouTube. You can post links to the YouTube videos on your website, but you want to keep your reach spread across multiple channels, so give your audience a reason to go to both your website and your YouTube channel.

Podcasts

Podcasts are best posted once a week. More than 28 million Americans listen to a podcast once a week, which gives you a significant audience to work with. With podcasts, however, consistency is as important as frequency. Build a schedule that your audience can rely on, as they would with their favorite television program. And like a TV program, most listeners prefer their podcasts to be no longer than an hour but no shorter than thirty minutes. You should also remain consistent on length, so your audience knows what to expect.

Produce and publish enough high-quality content that you satisfy your audience but don’t overwhelm them, and they will continue coming back for another taste. Now get cooking!

About the author

Michael Walton