Before you invest in blog cadence

We end up explaining this on discovery calls often enough that it deserved writing down. Before you spend anything on blog cadence, it is worth confirming a few things are already true.

Pages that answer a real question outlive pages written to fill a slot in a sitemap. It is the sort of thing that looks like polish right up until it costs you an enquiry.

Prerequisites

• You can describe the outcome you want in one sentence
• Someone owns it after the work is done
• Consistency matters more than frequency
• You have a way to tell whether it worked

The mistakes we see most

One useful post a month beats four thin weekly ones. None of that requires a large budget, only a decision and someone to own it. The failure mode is not doing it wrong, it is doing it once and assuming it stays done.

Publish when you have something worth saying. The cost of getting this wrong is rarely visible on the day it happens. It is worth deciding this deliberately rather than inheriting whatever the last person set up.

How to tell if yours is fine

Writing for the web is largely an editing job: the first draft is always longer than it needs to be. Three things worth confirming about blog cadence before you move on:

• Someone can say what the current setup is without going to look
• Publish when you have something worth saying — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Worth checking on your own setup before it becomes someone else's problem to fix.