When blog cadence is worth the effort

We end up explaining this on discovery calls often enough that it deserved writing down. Blog cadence is not free, and pretending otherwise leads to bad decisions.

Writing for the web is largely an editing job: the first draft is always longer than it needs to be. Budget a little time for it every quarter and it never becomes a project of its own.

When it is worth it

Consistency matters more than frequency. 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.

When it is not

If nothing downstream depends on it and nobody is complaining, it can wait. This is the sort of thing that compounds, quietly, in both directions.

How to decide

Publish when you have something worth saying. This is the sort of thing that compounds, quietly, in both directions. Check it against what you would want a competitor's site to get wrong.

How to tell if yours is fine

Content is the part of a project most likely to be underestimated and most likely to delay a launch. 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

Pick the one that would hurt most if it failed, and start there.