Why blog cadence matters more than it looks

It is rarely the thing that gets a project approved, and often the thing that decides how it goes. Blog cadence is easy to treat as a detail, and that is exactly why it is worth a few minutes of attention.

Writing for the web is largely an editing job: the first draft is always longer than it needs to be. It is the sort of thing that looks like polish right up until it costs you an enquiry.

Why it matters

Consistency matters more than frequency. 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.

One useful post a month beats four thin weekly ones. There is a version of this that is over-engineered, and it is worth avoiding. Most teams find the first pass takes an afternoon and the maintenance takes minutes a month.

Where it usually goes wrong

Publish when you have something worth saying. The teams that handle this well are rarely the ones with the biggest budgets. If two people in the business would answer this differently, that gap is the actual problem.

The short version

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
• 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.