Well, it depends what you’re publishing, why, and for whom. It also depends on your business’s publishing capability.
When I talk to you about publishing capability, I am not talking about whether or not you know how to press publish in WordPress.
I’m talking about:
- Your structure: Your specific topic, your perspective, the governance, the approval pathways, your risk mitigation, the publishing-as-part-of-corporate-strategy stuff
- Your rules: You know what you will/won’t include, and how to spot it, and why
- Your audience: You’re not talking to everyone, but just to that one special person
- Your distribution channels.
When you view ‘publishing capability’ as ‘a marketing person’, or ‘my amazing copywriter’, you’re missing the point. Especially if you want a position of thought leadership, or you want to get leads, sales, and passive income. In those situations, seeing publishing capability as a role is your equivalent to seeing a ray of sunlight breaking through the clouds as being the hand of God.
Neil Patel, a ‘guru’ in this space, is one of the few who actually goes to the data on publishing frequency. In one of his posts about this exact thing, he talks about the impact of several factors. Chief among them is SEO.
He points out that businesses who publish more often, get more leads.
He also points out that you can publish new material until you’re blue in the face, but that if a competitor has genuinely authoritative, cornerstone content that is ‘refreshed’ regularly, then the competitor will outperform you in rankings.
That’s how Copyblogger kicked Mashable out of the search engine race-race.
Patel’s conclusion, however, was that finding your frequency depends on (a) your purpose, and (b) your audience.
Surprise? Hardly. This comes back to publishing capability. See above.
If your business doesn’t have publishing capability, aiming for volume is never a good idea. Not unless you’re willing to climb a very steep learning curve, and to neglect your core business.
One way that you can start building capabilities is to add yourself to the Queen Pixie’s daily emails, and start applying her lessons yourself.