Optimizing the frequency of your custom content is essential to effective content marketing. Release your content too often, and you risk oversaturation. If you don’t share your content enough, you risk not staying top-of-mind.
Unfortunately, there isn’t a formula for achieving optimum frequency. It depends on a number of factors, including your audience, platform, purpose, and what’s practical for your organization.
Your audience can be an excellent source for information about effective frequency. Look to analytics to determine at what frequencies an audience responds best to email blasts, e-newsletters, blog posts, and more. For traditional print pieces, a simple survey can give you insight into how often your audience wants to see your content.
Delivery also affects frequency. For example, print magazines and white papers require extensive planning, development, and design. Therefore, they can’t be released as often. In some cases, different types of custom content demand higher frequencies. Producing frequent online content can improve search success and boost web traffic, and daily updates to social media sites are necessary to keep up with real-time chatter.
Ask yourself why you’re creating the content. Is it to educate, keep an audience up-to-date, or promote a new product or idea? Depending on its purpose, some content should be distributed regularly while other forms can make infrequent appearances in your content marketing plan.
Finally, ask yourself what’s achievable for your budget, timeline, and resources. Mail pieces generally have greater distribution costs, so your budget may only allow for a quarterly print piece though you could afford a monthly digital version. Also consider who will create your content and how much time they can commit to it. Never sacrifice quality for quantity.
Lexicon is an award-winning firm in Des Moines, Iowa, that specializes in content marketing.