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Some common questions arise as you begin engaging in a content marketing program: How often do I need to update my content? How often should I be publishing? What is too much? How do you find the time to publish?

The answer, which everyone hates to hear, is "it depends." But it does depend—on the channel and where you're sharing your content.

In this article, you'll find guidelines on the frequency of your content posts based on channel.

Social media: Post often

How often? Very often. As often as you can.

The key to successful content engagement with your audience on social media is to be there when they are. Twitter, for example, is an ongoing conversation. At any time of day, folks are on there tweeting and sharing. You want to ensure that your content shows up in your prospects' content streams when they log on.

One tactic you can use, by relying on a program like HootSuite or TweetDeck, is to set up several tweets at once, and schedule them when you want them published throughout the day or week. When planning your tweets, a good guideline is to focus about 10% of them on your brand's marketing message.

Thinking about what to include in those scheduled tweets is also important. Curated content can be a lifesaver here. Tweeting about your brand with news about your organization is a no-brainer, but why not share a tidbit from a thought leader in your industry? Did you read a great article in the news the other day that talked about your industry? Share it.

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image of Pawan Deshpande

Pawan Deshpande is the founder and CEO of Curata, a leading provider of content marketing software. He is an accomplished entrepreneur, marketer, and technologist.

LinkedIn: Pawan Deshpande