Blog cadence for small teams

It is rarely the thing that gets a project approved, and often the thing that decides how it goes. Most advice about blog cadence assumes a team that does not exist at your size. Here is the version that does not.

Pages that answer a real question outlive pages written to fill a slot in a sitemap. Budget a little time for it every quarter and it never becomes a project of its own.

What to keep

Consistency matters more than frequency. Small and consistent beats large and occasional here. Assume whoever inherits this will have half your context and none of your patience.

What to drop

Process that exists to coordinate ten people is overhead when there are two of you. The reasoning matters more than the rule, because the rule has exceptions.

How we handle it

Publish when you have something worth saying. It is worth being explicit about, because assumptions differ quietly. Check it against what you would want a competitor's site to get wrong.

In practice

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

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