What to ask your agency about blog cadence

We end up explaining this on discovery calls often enough that it deserved writing down. If you are briefing an agency or a freelancer on blog cadence, these questions are worth asking early.

Pages that answer a real question outlive pages written to fill a slot in a sitemap. It is worth deciding this deliberately rather than inheriting whatever the last person set up.

Questions worth asking

• Who will actually do this work, and have they done it before?
• How will we know afterwards whether it worked?
• What happens if it needs changing in a year?
• What are you assuming that we have not confirmed?

What a good answer sounds like

Consistency matters more than frequency. In practice this is a scheduling problem more than a technical one. Write the reasoning down alongside the decision, because the reasoning is what changes first.

Publish when you have something worth saying. Small and consistent beats large and occasional here. Most teams find the first pass takes an afternoon and the maintenance takes minutes a month.

The short version

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
• Consistency matters more than frequency — 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.