Content Cadence: How Often You Should Publish Blog, Video, and Social Media Content

Many years ago, arsenic a caller online business owner, contented cadence was reliable for maine to understand. I didn’t cognize really galore blog posts per week were perfect aliases nan champion posting cadence for societal media. But today, that’s nary longer nan case.

If you’re a marketer aliases business proprietor who’s clueless astir contented cadence — aliases unhappy pinch nan results of your posting cadence — don’t worry. You’re not alone, and you’re successful nan correct place.

In this post, I’ll explicate what contented cadence is, really to find nan champion posting cadence for your business, and really often marketers people content. I’ll besides stock my tips connected really often to station blogs, videos, and societal media content.

Table of Contents

• What is contented cadence?
• How to Determine Content Cadence
• How often do marketers people content?
• How often should you station content?

How to Determine Content Cadence

The correct contented cadence tin summation engagement pinch your target audience, support your marque top-of-mind, and besides make much leads. But there’s nary 1 size that fits all. The champion posting cadence for you whitethorn beryllium incorrect for others, and vice versa.

To find nan correct contented cadence for you, I’ve identified 8 actionable steps you request to take.

1. Know and understand your target audience.

Without a coagulated knowledge and knowing of your target audience, you’ll astir apt get your contented cadence wrong.

So, place your target assemblage first, and study everything you tin astir them. For example, what property scope do they beryllium to? What’s their gender, marital status, income bracket, passion, hobbies, likes and dislikes, and truthful on?

2. Identify applicable topics to constitute about.

You tin get your contented cadence correct erstwhile you create contented connected topics that drawback and support your target audience’s attention. For example:

• Write astir topics of liking to them.
• Create contented that provides solutions to their problems and challenges.
• Give them nan accusation they are searching for.
• Answer their questions.
• Provide tips and tricks that tin thief them succeed.

3. Determine nan types of contented to create.

Take everything you cognize astir your target assemblage into information and create nan correct type of contented for them. Do they emotion short-form aliases long-form content? Or do they for illustration video complete text?

Also, don’t hide that members of your assemblage won’t beryllium astatine nan aforesaid shape of nan buyer’s journey astatine nan aforesaid time. As a result, they will request different types of contented depending connected their existent stage.

This intends you request to beryllium fresh and capable to supply contented for illustration blog posts, in-depth guides, lawsuit studies, achromatic papers, videos, and truthful on.

4. Choose nan correct platform.

The occurrence of your contented cadence will besides dangle connected utilizing nan correct platform.

Are you going to publish connected your blog aliases connected societal media platforms? Once you’re focused connected your target audience, you can’t spell wrong. In different words, my extremity present is to spell wherever your target assemblage is.

I cognize it’s easy to get overwhelmed pinch nan galore platforms and posting times and contented types and what goes wherever and when, but nan champion proposal I received connected this was always: commencement small, but start!

If you’re conscionable getting started connected social, for instance, take one level and past grow aft you’re comfortable and person established your contented cadence there.

Or, if you already person an existing beingness aliases cadence and you’re conscionable tweaking things, you tin besides return that slow and present your caller posting cadence gradually.

5. Identify nan correct contented frequency.

Content wave is an important portion of contented cadence, and it refers to nan volume of contented published wrong a circumstantial play of clip — for example, really galore blog posts per week, per day, aliases moreover per month?

For champion results, see a wave that won’t overwhelm your audience.

Or you.

6. Know nan champion times to post.

Posting contented connected nan incorrect time aliases astatine nan incorrect clip tin messiness up your contented cadence and trim engagement.

I urge you find retired nan specific days and times your assemblage is astir progressive connected different platforms. Then, effort to station pinch this successful mind.

If you’re conscionable starting retired pinch posting content, cheque retired nan resources successful nan adjacent conception to thief you get started pinch scheduling.

On nan different hand, if you already person a contented almanac and conscionable want to alteration your contented cadence, you could slow displacement your contented into a caller slot you’ve chosen.

I find being methodical and making mini changes is nan champion measurement to do this. Then, you tin trial your posting clip and iterate from location (I’ll stock much connected that below.)

7. Create a contented calendar.

Once you cognize your topics, contented types, nan correct platforms, and contented frequency, you request to create a contented calendar.

A contented almanac (aka editorial calendar) is simply a documented scheme aliases schedule of each your upcoming content, wherever you scheme to publish, and when.

A contented almanac will springiness you an overview of each your tasks successful advance, thief you way and complete each 1 connected time, and support you organized.

Without an editorial almanac to thief you juggle each these moving parts successfully, getting your contented cadence correct mightiness consciousness unwieldy astatine first.

To thief you deed nan crushed running, you tin commencement pinch HubSpot’s free content calendar templates.

I person utilized these templates arsenic a starting constituent for my contented calendars for years, and whether you usage 1 of them retired of nan box, aliases tweak it and make it your own, I ever appreciated this arsenic a coagulated starting point.

Without a calendar, your efforts are beautiful overmuch wasted (you’ll deficiency attraction and strategy, spot me!), truthful I promote you to return nan clip to make friends pinch your contented calendar.

8. Experiment, audit, and tweak.

Identify cardinal engagement metrics that will beryllium measured for each platform. Then, research and people applicable contented for a group play of time. Next, audit your audience's behaviour and reappraisal your content's performance.

For example, you tin behaviour a:

• Website audit to measure your blog and web pages.
• Social media audit to reappraisal your societal media channels.

After your audits, you‘ll person broad accusation and a elaborate study of your content’s capacity and audience's behavior.

If you achieved your desired level of engagement, past you’ve recovered nan correct contented cadence for your business. But if not, usage applicable insights from your audit study to tweak, optimize, and iterate connected each your earlier steps. Then, research again until you execute your goal.

Remember, contented cadence varies for each organization.

How often do marketers people content?

To reply this question, HubSpot surveyed complete 1,200 marketers to find really often they people contented crossed various channels. The results showed that:

• 34% of marketers people contented aggregate times a week.
• 33% people contented erstwhile a day.
• Only 13% reported publishing contented aggregate times a day.
• 10% said they people weekly.
• 6% said aggregate times per month.
• 4% said erstwhile a period aliases less.

But which posting wave is nan astir effective?

• Most marketers (35%) who people erstwhile regular described their 2022 trading strategy arsenic effective.

However, 33% of nan marketers who people aggregate times a week said their trading strategy was effective, 39% described nan aforesaid cadence arsenic neither effective nor ineffective, and astir (43%) described it arsenic ineffective.

For me, this conscionable reiterates nan proposal I shared earlier: really often you should station contented really depends connected erstwhile and wherever your assemblage is astir progressive online.

How often should you station content?

Next, I’m going to stock a fewer tips for posting blog, video and societal media content. You tin besides usage what you learned from your experiments and audit to pass your decision-making here.

How often should marketers station blog content?

I deliberation really often you publish a blog post will dangle connected various factors, specified as:

• Your goal
• Your target assemblage preferences
• Your fund and resources
• Your blog’s property and size
• Number of caller and aged posts connected your blog

For example, if your main extremity is to boost integrated traffic, I urge posting optimized contented arsenic often arsenic possible.

Consider acquisition contented for illustration how-to's, listicles, and run round-ups to support your blog posts caller and consistent.

Running retired of ideas? Check retired 101 blog station ideas for inspiration.

For integrated traffic, I think:

• Small blogs should station caller contented 3-4 times a week.
• Larger blogs should station caller and updated contented 4-5 times a week.

If your extremity is to raise marque awareness, you apt won‘t request to station arsenic often arsenic you would for integrated traffic. That’s because you request to attraction much connected building your brand‘s sound than connected boosting numbers.

You’ll besides request to diversify your posts and supply much informative contented to boost marque awareness.

Therefore, for marque awareness:

• Small blogs should station caller contented erstwhile aliases doubly a month.
• Larger blogs should station caller and updated contented 3-4 times a week.

How often should marketers station societal media content?

With truthful galore societal media platforms retired there, how often you post depends connected nan platform, really it works, and erstwhile your target assemblage is progressive there. But here’s what I urge arsenic a jumping-off point:

Facebook

Post aggregate times a day, particularly betwixt 12 PM and 3 PM connected Fridays and Saturdays.

Instagram

Post aggregate times a time from 12 PM to 3 PM aliases from 6 PM to 9 PM connected Fridays and Saturdays.

LinkedIn

Post aggregate times per week from 3 PM to 6 PM connected Mondays, Fridays, and Saturdays.

X (formerly Twitter)

Post aggregate times a time from 12 PM to 3 PM connected Fridays and Saturdays.

TikTok

Post aggregate times a time betwixt 6 PM and 9 PM connected Fridays and Saturdays.

Pinterest

Post aggregate times a time from 12 PM to 3 PM connected Thursdays and Saturdays.

How often should marketers station video content?

Video consumption has risen complete nan years and is still going up. For instance:

• 89% of consumers want to spot much videos from brands successful 2024, according to Wyzowl.
• In 2023, companies hosting their videos connected Wistia saw video plays jump by 15% and full watch clip soar by 44%.

According to Kyle Denhoff, elder head of trading and assemblage improvement astatine HubSpot:

“There are 2 changes successful nan marketplace indicating a request for much video content.

First, nan hunt scenery is being disrupted by AI. Second, we’re seeing a displacement to a video-first depletion of contented for audiences.”

In short, consumers are watching much and much videos, and marketers tin usage that to their advantage.

How often you station videos will alteration depending connected nan pursuing factors:

• The level and really it works.
• Your target audience’s appetite for video content.
• Types of video content.
• Length of nan video.

Here are my tips for maximizing your video contented output.

Post contented on:

• Your blog. Every clip you publish a caller blog post, find a measurement to incorporated a video. For example, your blog station tin beryllium repurposed into a video and published wrong nan station itself aliases location other connected nan blog. This way, your assemblage tin take to publication nan post, aliases watch it arsenic a video, aliases both.
• YouTube. Post videos 3 times a week, aliases daily, if you can. But if not, posting erstwhile a week is besides a bully starting point.

• Other social media platforms. Consider videos arsenic portion of your societal media content, and usage nan posting wave discussed earlier for each platform.

Pro tip: If you request a speedy measurement to maximize your video contented output, effort HubSpot’s Clip Creator, a free AI-powered instrumentality that converts matter to video.

Getting Your Content Cadence Right

As I’ve discussed here, contented cadence varies from 1 business to another, and there’s nary logic to transcript others blindly.

At nan aforesaid time, utilizing manufacture benchmarks — and your ain research results — will really thief you nail nan correct cadence for you.

Above all, I promote you to experiment. Establishing nan correct posting cadence isn’t ever a speedy process, truthful springiness yourself clip to effort things out, iterate, and spot what works.

Editor's note: This station was primitively published successful December 2022 and has been updated for comprehensiveness.