As a marketer, you know digital content like blogs, videos, and social media are integral to your marketing strategy, but figuring out the frequency you should post digital content can be tricky.
Fortunately, HubSpot surveyed over 1,200 marketers to determine how often you should publish content across various channels. Here's what you need to know.
How often do marketers publish content?
Our survey found that 34% of marketers publish content multiple times a week, and 33% publish content once a day. Only 13% reported publishing content multiple times a day, 10% said weekly, 6% said multiple times per month, and 4% said once a month or less.
But which posting frequency is the most effective? Well, most marketers (35%) who publish once daily described their 2022 marketing strategy as effective.
Interestingly, we found that 33% of the marketers who publish multiple times a week said their marketing strategy was effective, 39% described it as neither effective nor ineffective, and most (43%) described it as ineffective.
However, how often you should post content depends on when your audience is most active online and on different platforms.
How often should you post content?
To find out how often you should post content, conduct audits for your marketing channels to track your audience's behavior and your content's performance. You can conduct a website audit to assess your blog and web pages. You can also perform a social media audit to do the same for your social media channels.
After completing your audits, you'll have a comprehensive analysis of your content's performance and your audience's behavior. You'll then be able to determine how often you should post content for each channel.
While the ideal posting cadence can vary for every organization, there are some factors marketers should be aware of when posting content.
How often should marketers post blog content?
How often you publish a blog post depends on your goal. For example, if your main goal is to boost organic traffic, we recommend posting optimized content as frequently as possible. Consider educational content like how-to's, listicles, and campaign round-ups to keep your blog posts fresh and consistent. Running out of ideas? Check out 101 blog post ideas for inspiration.
For organic traffic, small blogs should post new content 3-4 times a week, and larger blogs should post new and updated content 4-5 times a week.
If your goal is to raise brand awareness, you likely won't need to post as often as you would for organic traffic. That's because you'll focus more on building your brand's voice than on boosting numbers. You'll need to focus on diversifying your posts and providing informative content to boost brand awareness.
We recommend small blogs post new content once or twice a month to raise brand awareness. In this case, larger blogs should post new and updated content 3-4 times a week.
How often should marketers post social media content?
How often you post on social media depends on the platform and how it works. For example, Twitter is a chronological-based social media platform — so posting at a high frequency is better for visibility.
On the other hand, Facebook is algorithm-based, so your posts should be more about quality than quality. In fact, we found that posting on Facebook more than five times per week can cause the ROI to drop significantly.
However, every social media app is different, and there are exceptions to the rule. For instance, TikTok is algorithm-based, but creators are encouraged to post 1-4 times daily to boost visibility.
How often should marketers post video content?
The frequency in which you post video content will vary depending on the platform, but a great rule of thumb is to include video content wherever possible in your blog and social media content. So, every time you post a new blog, try to find a way to incorporate video. For example, you can embed TikTok videos and YouTube videos or create fresh videos specifically for the post.
Now that you know how frequently you should post content, you're ready to craft your 2023 marketing strategy.