2014: A Year of Blogs (Part IV)
We’re highlighting lessons from evaluating 1,500 blog posts in 2014. Part IV is a slight departure from part III, part II and part I. The previous three posts discuss improving the actual content.
Part IV is about frequency. Frequency is like Goldilocks’ porridge. Getting to just right is difficult. Too many posts and following an asset manager becomes burdensome. Too few and the reader may forget about the asset manager. From our experience 2 to 7 posts per week is ideal. A single post per week reads (often) as a single author’s perspectives, not ideas from a diversified thought leadership team. Eight or more per week becomes too much. This is more of an art than science (could Frequency = f(volume, periodicity)? All the physicists out there please feel free to remind me that frequency and periodicity relate to waves and if one is known, the other can be derived.). For instance, last week Oppenheimer posts three interesting posts, but within a 7-hour timespan (two within 8 minutes). If a financial advisor checks the blog or RSS reader every morning before her day’s first meeting, the volume may push me to delete all three. Maintaining 2 to 7 weekly posts, plus spacing those posts may be beneficial.
