Last week, I posted my opinion that “blog when you have something to say” is bad advice. Unsurprising, a little debate about how often one should post is going on in the comments of that post. This is a debate that has raged for years and will likely continue for years to come.
But while people often talk about how often you should create content in order to keep readers engaged, what we should be talking about as well is how you should schedule content to avoid overwhelming your fans. When you publish too much content, your audience doesn’t always have time to digest it. So how can you ensure that you don’t post too often?
- Stick to a schedule.
When people get overwhelmed by your content, it’s typically not because you’re posting too much, but rather that you’re posting too much unexpectedly. If you don’t post for two weeks and then suddenly post three times in a single day, your readers are thrown off kilter. Similarly, if you typically have three new podcast episodes per month and suddenly you have three in one week, your listeners probably haven’t set time aside to listen to all that content. Sometimes, extra content sneaks in; it is important to be timely when dealing with a news story. But most of the time, it’s important to set expectations with your readers by sticking to a general schedule. People subconsciously plan when they’ll digest your content, so you don’t want to mess up that plan they’ve made.
- Mix up your content.
If you’re worried about posting too much content, think about the type of content you’re uploading. Maybe you do a video one day and an in-depth written piece the next. Maybe your 3,000 word post is surrounded by shorter pieces. Maybe your make a podcast available for download, but offer a transcript the next day. People like to digest different kinds of content, so mixing things up and giving them options makes your content more inviting than day after day of the same thing.
- Set the bar high for quality.
Lastly, I think it’s important to challenge yourself to raise the bar on your content. People will make time to digest whatever brain food you set in front of them if that food tastes like it is from a five-star restaurant. I hope that if you’re reading this post you realize the importance of good quality, but we all get lazy sometimes. Push yourself to create better content more often. If you can do that, your audience won’t be overwhelmed; they’ll be begging for more.
Want to set the bar higher for yourself? Join us at NMX in Vegas this January to learn more about content creation online.