inbound marketing, seo, content marketing, online presence, lead generation

When Content Publishing Frequency Compromises Post Quality

Content Marketing Publishing Frequency vs Post Quanity

If anyone ever tells you it is not possible to publish quality articles and stories every day, tell them they’re doing it wrong.

The idea that post quantity vs post quality is a tug of war is partially true, but only partially. There is an easy “trick” to help you publish useful and interesting articles every day.

Throughout your business efforts, people have asked you questions about your products or services.

Each question should become one short and focused blog post. Between 200 and 250 words.

Through the process of answer these questions you provide true value through your website.

Articles that go on and one (let’s say 800 to 1,000 words) aren’t necessarily better.

Why Does This Work?

Because Google’s primary criteria for a post being of “high quality” is a post that is really useful. Posts that answers common questions are really useful.

Is This All You Need to Publish?

No. These short “snippet” posts helps you strike the right balance between quality and quantity.

There is also a place for longer posts with more “meat” to them, as well as video (depending on your products and services).

The specific formats for your longer more involved “pillar” posts depends upon what information you’re trying to convey. Sometimes the written word is best. Sometimes the written word accompanied by pictures is best. Sometimes video is best.

The rules of thumb here are very loose, so you need to make a judgement call. What matters is you strike the best balance between what is best for your website visitors and what you can actually do. If you believe video is best because you’re a massage therapist, but doing only video would decrease your posting rate down to once a week, video alone is insufficient.

Is There a Best Ratio of Snippets to Pillars?

Yes, but……

Ideally you’ll publishing one pillar post for every 10 snippets, but you must again weight that against your ability to produce the pillar posts.

If you’re publishing two snippet posts per day, are you going to be able to publish one pillar post every five days?

If so, great. If not, stretch out the ratio.

When This Kicks in, How Big Does it Kick in?

The best answer I can give is REALLY BIG. The first time I did Inbound Marketing was for a bathroom remodeling business, and in five months we experienced a 30 fold increase in leads from the website.

Learn More…

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