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Wondering how often to post content?

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Wondering how often to post content? It’s tough staying relevant when customers are bombarded with ads whenever they go online.

Building an editorial calendar may seem cumbersome at first, but trust us- this is exactly what you need to ensure consistency. We use these often and can’t stress enough how vital it is to successfully market your business online.
Many marketers make the mistake of staying in the marketing mind-set, where you need to rather think like a publisher.

Consistency doesn’t mean more

A simple example to consider is this- could News24 have built such a large audience and subscriber base if they published every other day as opposed to constantly? Highly unlikely. You need to apply the same consistency to your publishing schedule and the editorial calendar is the tool to help you do that. So, what is an editorial calendar? Simply put -a good calendar plots out content to present to your ideal customer.

Your calendar should include:

Dates – specify the dates and times of when each post will be uploaded. Titles – to easily track your content, make sure you titles on your calendar match the titles of your content. Content list – this could include ideas for content, content from third parties or old content that you’ll repackage. Responsible people– Who is responsible for writing, designing and publishing the content? Channels– A list of channels where the content will published, (e.g. Facebook, your blog, e-book etc.) Deadlines– When the content will be created, edited and published. A simple way of creating your calendar is to use a spreadsheet with tabs for each month. Across the columns you can include headings like:
  • Name of content
  • Type of content
  • Ideal customer
  • Person creating content
  • Due date
  • Editor
  • Channels
  • Date to go live
  • Call to action
  • Notes
Most studies suggest that posting 1-2 times daily is optimal. Anything more than that and you’re risking ad fatigue. At a minimum you should aim to post 3 times weekly. You can check out this article, for example, on the best time to post on Instagram and plot your posts into your calendar using this information. And that’s it- you now have a workable system that you can adapt as needed. No more wondering how often or when to post content online. Want to know how to create punchy content? Check out our article covering just that here. Looking for copywriting assistance? Contact us with your requirements and budget and we’ll set you up in no time.
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