Focus less on frequency and more on creating value
How often should you blog or post on social media? This is a common question, and there are plenty of recommendations out there if you search Google for answers. Here are a few I found from credible sources:
Your content needs to stand out in the newsfeed and add value in order to be noticed by your audience. Think about how you scroll through your own LinkedIn homepage. Do you stop and look at everything? Probably not. Most likely, you focus in on compelling images and relevant, interesting topics. The rest is just background noise, right?
The more often people stop and look at your content, the more often they perceive you’re posting. In other words, you could post 20 “background noise” tweets a day, but if no one notices them, you won’t be perceived as active on Twitter.
On the other hand, imagine you tweet only once every couple of days, but you’re tweeting interesting, relevant content that catches people’s eye in the newsfeed and gets a high volume of engagement (likes, comments, retweets, etc.). That’s memorable. People start to look forward to your content and they perceive you as more active.
Instead of focusing on the how many blog posts per week or the volume of social posts, focus on your audience and what they’ll find interesting and helpful. Make it visual, so it catches their eye. Spend more time focusing on the quality of your content than the quantity, and you’ll reap the rewards in client engagement, retention, referrals, brand awareness, and the perception of high activity.
For the record, I’m not advocating walking away from your blog or your social media profiles until you think of something important to say. You DO need to post regularly, think about timing blog posts for optimal impact, and stay top of mind with your audience. This will prevent your content archive from appearing neglected and stale.
If you’re wondering how often should you blog and post in 2019 while keeping content quality high, here are a few tips:
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Sarah provides custom marketing and social media consultations for LPL Financial advisors and investment programs. In this role, she consults with and supports clients in effectively marketing their business in today's increasingly competitive environment. View full bio.