Three myths about blog cadence

The version of this that works is simpler than the version most people imagine. A few things about blog cadence that get repeated more often than they get checked.

Content is the part of a project most likely to be underestimated and most likely to delay a launch. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.

“It only matters for big sites”

Consistency matters more than frequency. Where this goes wrong is almost never a lack of knowledge. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

“We can deal with it after launch”

Sometimes true, usually expensive. There is a version of this that is over-engineered, and it is worth avoiding.

“Our platform handles it”

Publish when you have something worth saying. That sounds obvious written down. It is still the thing most often skipped. Write the reasoning down alongside the decision, because the reasoning is what changes first.

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
• One useful post a month beats four thin weekly ones — and you know whether that is true here
• There is a way to tell whether the last change to this helped

If any of that sounds like a description of your current setup, it is fixable.