A short guide to blog cadence

The gap between knowing this and actually doing it is where most teams lose ground. Everything we would tell a client about blog cadence in the time it takes to drink a coffee.

Writing for the web is largely an editing job: the first draft is always longer than it needs to be. The teams that stay on top of it are the ones who put it on a calendar rather than a wish list.

What is actually at stake

Consistency matters more than frequency. This is the sort of thing that compounds, quietly, in both directions. The practical test is whether someone new to the project could tell, in a minute, that it had been handled.

The practical version

One useful post a month beats four thin weekly ones. Where this goes wrong is almost never a lack of knowledge. The practical test is whether someone new to the project could tell, in a minute, that it had been handled.

Common failure modes

Publish when you have something worth saying. In practice this is a scheduling problem more than a technical one. Check it against what you would want a competitor's site to get wrong.

In practice

Pages that answer a real question outlive pages written to fill a slot in a sitemap. 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

Most of the value here comes from doing the first two things, not all of them.