“Thou shall post every day” is the most fundamental and most well known principle of blogging….
Every new blogger is warned about “the” ultimate rule and is confronted with the pressure of a day going by with no new post. Every one has in mind the examples of successful bloggers, like Robert Scoble at Microsoft, who post several times a day. Daily posting shows that you are serious about blogging, generates traffic and drives reader loyalty, as readers come back daily to check your new posts. You cannot be successful if you do not go by the rule, right? RIGHT?
Wrong. Daily posts are a legacy of a Web 1.0 mindset and early Web 2.0 days (meaning 12 months ago!). The pressure around posting frequency will ultimately become a significant barrier to the maturity of blogging. Here are 10 reasons why.
#1- Traffic is generated by participating in the community; not daily posting …. The blogosphere doubles in size every 6 months and cutting through the clutter will become ever more difficult with a new blog emerging every second. Daily posting deals with the clutter by adding more clutter.
Although this strategy made sense 12 months ago and still makes sense for the top bloggers, its effectiveness diminishes with every new blog created. Traffic is generated by successful bloggers linking to you either in their posts or in their blogroll. Mack at Viral Garden has a series of great posts on the importance of joining the community.
#2 …. Traffic is irrelevant to your blog’s success anyway …. Unless you specifically target bloggers like Bruce, are a blogging consultant or blog about your latest book, traffic is irrelevant to you. What matters most is whether you are reaching your target audience (which may be narrow and focused), not necessarily how many people read your posts. Engaging with the audience you want to have a relationship with is a much smarter strategy than posting frequently
#3- Loyal readers coming back daily to check your posts is so Web 1.0 …. As the blogosphere matures, the number of new readers and bloggers will decrease and loyal readers are going to matter more. I have heard many bloggers tell me that they will lose reader loyalty if these readers come back daily and do not see any new posts. This perception is still very strong although irrelevant. Loyal readers subscribe to your blog via RSS feeds and have new content pushed to them. They will remain loyal because they have subscribed, not because you post frequently.
#4 – Frequent posting is actually starting to have a negative impact on loyalty: Seth Godin (a frequent blogger) has a very interesting theory. According to him, RSS fatigue is already setting in. With too many posts, you run the risk of losing loyal readers, overwhelmed by the clutter you generate. Readers will start to tune off if your blog takes up too much of their time
#5: Frequent posting keeps key senior executives and thought leaders out of the blogosphere …. My colleagues and industry peers cite bandwidth constraints as the number one reason for not blogging. They are absolutely right: frequent posting is not very compatible with a high pressure job. As an example, not one single blog is authored by a senior corporate marketing blogger in the top 25 marketing blogs listed by Mack. Not only does the blogosphere lose valuable thought leadership, it runs the risk of being overlooked by these very same marketers.
A recent study by Forrester found a reluctance among marketers to shift from more tried-and-true online channels like search and e-mail marketing. Just 13 percent reported using blogs or social networks in marketing, and 49 percent said they had no plans to do so in the next year. If the blogosphere wants to become more mainstream (vs. being the latest hype), frequent posting and required bandwidth are undoubtedly a major barrier to adoption.
#6: Frequent posting drives poor content quality …. The pressure of daily posting drives many bloggers to re-purpose other bloggers’ content or give quick un-insightful comments on the news. Few bloggers have enough time (or expertise) to write daily thought leadership pieces, thus adding to the clutter. Ben at the Church of the Customer Blog explores the 1% rule and cites the Wikipedia example: 25 million readers visit Wikipedia every month, but the number of people who actually contribute content to Wikipedia is about 1-2 percent of total site visitors. I would argue that the same is valid for the blogosphere as a whole where most of the original high value content is driven by 1% of the bloggers. Some of the most insightful … and most quoted- marketing thought blogging leaders are actually infrequent posters, from Sam Decker to Charlene Li or Randi Baseler.
#7: Frequent posting threatens the credibility of the blogosphere …. as many bloggers re-purpose existing content under the pressure of daily posting, they do not take the time to do any sort of due diligence and conduct effective research. Errors snowball in the blogosphere as they spread from one blogger to the other. The collective wisdom of user generated content was supposed to provide an alternative to biased traditional media content …. it is instead echoing the thoughts and biases of a few.
#8 – Frequent posting will push corporate bloggers into the hands of PR agencies …. As they struggle with bandwidth constraints as well as peer pressure to join the blogosphere, more and more companies will resort to partnering with their PR agencies to create blogs. The blogosphere will in turn lose some of its effectiveness and value.
#9 – Frequent posting creates the equivalent of a blogging landfill …. According to Technorati, only 55% of bloggers post after 3 months of existence. The pressure of the first months to write frequently certainly contributes to people abandoning their blogs. Is that in the blogosphere’s best interest to have a third of its participants frustrated by their initial efforts?
#10 – I love my family too much - Ann pointed out to me this cool blog that highlights the challenges of blogging addiction …. Bloggers Anonymous. Very funny–..
If you want to be a top 50 Technorati blogger, you will most probably still need to post several times a day. But for the rest of us, we should think seriously about the added value of frequent blogging. Actually, according to Technorati, only 11% of all blogs update weekly or more. What will matter more and more is what you write and how you engage, not how often you write.
As the blogosphere matures, the measure of success will shift from traffic to reader loyalty. As Seth Godin says in his post, “blogging with restraint, selectivity, cogency and brevity (okay, that’s a long way of saying “making every word count”) will use attention more efficiently and ought to win.”
As for me, I will continue to post only when I have something to say.
Eric Kintz is VP Global Marketing Strategy & Excellence for Hewlett-Packard. Read his blog here.
Excellent article with links to excellent resources! This bolsters a lot of my own ideas, which I’ve attempted to convey in a recent post I’ve authored at http://staff.valpo.edu/jsaqui/?p=9
Thanks for providing a wonderful in-depth contribution to the modern school of blogging thought!
Agree, quality over quantity. Few quality posts are better than hundred of low quality posts
As someone who consciously is committed to posting at least once per day (and usually more), I’ll take each point with a grain of salt. Frankly, this does read more like a justification for lazy output than for a way to hone quality out of a blog.
For me, it’s worth blogging daily doses of singles and doubles (and foul balls, of course), with the payoff being an occasional home run. That’s my rhythm, and I come to it via a lifetime of writing. Naturally, others not as comfortable with the written word might not prefer that rigor.
Coincidentally, I just repeated my maxim for successful blog traffic-building, which boils down to this:
If you’re looking to gain an audience, you have to accept that you’re no longer blogging on your schedule, but rather on your readers’ schedule.
Note that that doesn’t necessarily mean frequent posting, or even daily posting. But it does mean that you should decide on an update schedule, and stick to it. If you start out posting two times a week, or five time a week, or two times a day, then your audience should expect that’s what’s coming their way. Unpredictability turns readers off.
As for RSS overload: Do yourself a favor and ditch your feeds. Cluttered aggregators defeat the purpose.
Quality, quality, quality. I also have switched to a very regular, albeit less frequent, posting schedule, specifically twice a week. About 75% of my readers are not RSS saavy, but have subscribed via e-mail for update notifications. Without fail, every Tuesday and Friday morning there is a new post for them to read over coffee. It has given me high reader loyalty.
Great post, and timely for me. Ive been agonzing over just these point for the past week or so, Ive decided I have enough post, I get traffic from the se’s (search) now I figured it would be time to network and build community both for and within my blog. Thinki’ll be trackbacking this article im touch with a view of my readers and we have chatted about this topic frequent enough that this point requires passing along !!
I just wanted to respond to
Andrews’ (AC) comments:
“Frequent blogging, like frequent writing, is a discipline and, in theory, should result in a higher quality of stuff. But we all know that isn’t the case. Most of the stuff posted on blogs isn’t all that great or all that insightful.
But does that mean we shouldn’t post frequently? Should a daily newspaper go to a weekly or twice-weekly format because the bulk of its daily content is ignored by the majority of readers? Should USA Today quit publishing its Money section because the Wall Street Journal provides much more comprehensive coverage and is more often read by the influentials?”
Every blog, every author, every intended audience is different. I personally don’t like daily newspapers. I don’t have the inclination to subscribe to them. I also don’t like the WSJ, nor USA Today. But when I am on the road, and I get USA Today delivered to my hotel room, I will grab it and read it while traveling. I will read daily or weekly newspapers on occasion if I happen to pick one up in the local deli or coffee shop. But in general I prefer books. (much less frequency, but ostensibly more significant content)
There is no “right way” to blog. Thank goodness I never even had an inkling that some bloggers thought they ought to post daily. That’s just silly to me. I know some bloggers that post only when they REALLY have something worthwhile to say, and end up posting once a month or less. That seems like they really don’t have much to say. For me, I will continue to post irregularly. When I really have something to say. Which for me works out to several times a week. Some weeks, I’ll have nothing, other weeks I will have a lot. But for sure, I will never ever post for the sake of frequency.
You raise some interesting points here. I especially agree with #4, having just had to delete a few otherwise excellent feeds simply because they were taking too long to wade through each day.
I agree with you: quantity is not the most important thing. But I consider that regular activity is necessary too. I mean: if you are an assidous reader of a blog and after weeks there isn’t any new post, do you continue visiting it? Yes, I know, we have RSS agregators, but I think it’s important be active. Perhaps not every day, but at least weekly.
Great article. You have come to the same conclusions that I have: quality over quantity. There are blogs that I no longer read because I just can’t keep up with the quantity of posts. Some of the very best blogs are not even updated daily.
I still feel the pull of updating my blog every day, but I have a rule: unless what I have to say has not been said before, I stay away from the “me,too” posts. And I’m trying to develop regular features on my blog. It’s not easy, but it sure is fun to try.
Thank you, thank you, thank you…I have been laboring under the unexamined need to publish at least 3 times per week, and feeling guilty that I haven’t been able to do more than one every two weeks or so.
Your points make so much sense to me that my neck and shoulder muscles just relaxed! I will now feel comfortable with a once-per-week target, and not beat myself up if I slip on that one. Whew!
As someone mentioned above, different strategy fits different blogs.
I maintain a few blogs and use different strategy for each of them with interesting result.
Frequency I believe is still important for most blog.
I think that the old marketing standard applies here “the customer is king” where the customer is the reader.
the point i’m trying to make is that it’s important to write to what your readers want (and obviously you can provide). it is a social media — you can ask them…
Interesting, I’ve never thought about it in those terms.
I know that since I’ve had dificulties with having time to post quality articles (work and all), I’ve been “spaming” I guess my own blog! wow I’ve never looked at it that way!
I’ve been posting mostly Digg articles that catch my eye, a couple times a day. That may have to change. Thanks for opening my eyes! (sort of anyways).
Nice Blog btw, keep up the good work!
–Jon Z | http://jzencovich.blogspot.com/
Well said, I only post on my blog when I feel I have something to say. Great article; much obliged!
Blogging Pace Minset
Why the frequency of blog posts no longer matters
It seems I’m one of the few who should keep updating my blog, as it talks about a book I have out. I’ve finally realised that when there’s nothing to say, it’s best to say nothing.
http://e-luvbook.blogspot.com/
Too many comments to scroll through also can make a blog less attractive
I think that in the end the accumulated content quality counts and not the frequency. Ten high quality articles in a year can make a website become very well reputated. Posting one high quality article a week still makes a good amount of content for new visitors.
The golden rule “One post every day” is bulls…
Set your own pace and decide for yourself when are the high interest periods for your subject. Maybe only once a year …
Stop Posting So Much? Gah!
A *very* interesting view on why frequent posting doesn’t matter anymore.
My inner slacker is liking this, you need to keep this up.
According to the recent Pew Report on Bloggers (July 19, 2006), most bloggers post infrequently (25% from the study). Seven out of ten bloggers post when the inspiration strikes, not on a set schedule.
See report: http://www.pewinternet.org/PPF/r/186/report_display.asp
I would recommend posting regularly — whether that means once a month or once an hour. (I suspect that most blog readers don’t use RSS feeds yet, nor will they for some time.) Using a queue of posts makes that easy: it eliminates the need to write every day. (With Blogger, I save posts to the queue by saving them as drafts with a 2007 date.) Right now, I’ve got 16 posts in my queue, so I could take a two week break from blog writing without my readers noticing a bit of difference. (Of course, that’s harder to do if you blog on current events.) With the queue, I no longer feel bound to the blog in the slightest: I write when and as much as I please — and dole out posts accordingly. Since I’m able to enjoy blogging more, only when I’m super-duper-busy for weeks on end does my queue become worrisomely sparse.
I wrote up a post of blogging advice with more details here:
http://www.dianahsieh.com/blog/2005/12/advice-on-blogging.html
As a public relations professional who recommends paying attention to the blogosphere, I find Eric’s thinking about the undesirability of partnering with PR agencies to manage blogs interesting. He is absolutely right in some cases, and until executives “get” the point of blogging and reading blogs, Eric’s point will prove correct. However, I predict that execs that “get it” (and they will have learned it from their in-house or agency PR pros) will work with PR folks to make their blogs better. For example, PR pros can help the exec stay current on the hot issues – this is something PR people do with traditional media as well. We monitor the news and send our clients the relevant items. Cuts down on the clutter you are talking about. PR folks, especially those of us who used to be journalists, do a great job of writing someone else’s thoughts in an organized and coherent manner. I mean, have you read the writing of some of these execs? 98% of them need some polish to their writing. I could go on, but my point is that good strategic public relations definitely has a place in the blogosphere.
Thank you, thank you, thank you. When I started my blog sometime ago, I refused then as I do now to think that it was neccessary to write in a blog each and everyday. And you are so right when you say, people stop reading a blog that comes out of no where each day talking about a whole lot of nothing. Now I know it’s not jsut me that knows what over doing something is.
I agree, the pressure to blog frequently is annoying and takes away from the quality of the entries. I am happy that I don’t have to feel guilty anymore..quality over quantity!
I’m in the middle of grappling with this myself. Trying to determine what is most important to me and my readers. I’ve relegated myself to a news slave, trying to keep on top of the news cycle in a comprehensive way, ideally to draw connections between various news pieces that spark fresh insight, but the grind is wearing me down. Reading this post at just the right time was very helpful. I’m hoping to settle into a more manageable groove, maybe waking up earlier to bust out the old news commentaries, then using the day to turn thoughts over in my head, perhaps composing a better post during those evenings where I have a little more time, once or twice a week. I don’t know for sure if that’s where it’s going to go, but your post has helped me put my thinking in perspective a little bit, so thanks.
Increasing Blog Traffic
Choose your words wisely
I too have found some of the above to be true. Traffic to our blog often increases on light posting days. Getting involved in the blog community definitely drives traffic.
Infrequent Is Best
All this time I thought I was just a procrastinator. I’ve never really been able to post more than two or three times a week on this blog; sometimes I’ll go a whole week without writing anything, or more! And…
As someone who recently lost a lot of traffic due to updating less (and the focus of my blog changing), your post gives me HOPE. Thanks!
In defense of the semi-regular post
I am not generally, it is true, a daily poster. I prefer the post with pith, rather than flyby commentary (she said, defensively). Also, sometimes, alas for my blogging life, I actually have to spend time on work I’m paid
Excellent points Eric.
Just like in real life conversations, there are too many people talking and too few people listening.
I believe failure in #1 is probably most certainly tied to the stat in #9 -
“only 55% of bloggers post after 3 months of existence”
There’s something about entering the conversation through posting on other’s blogs that is a barrier to being successful blogger. That something is the ability to listen.
It’s very easy to get a blog up through Blogger, but then their comes the skills of listening to the conversation using scouts like Technorati, setting up an RSS reader, managing all the data your collecting and actively seeking blogs to post to.
The process really takes having a firm grip on the tools available to you to get it done.
This scouting and listening process is critical to long-term success.
Blog Post Frequency – Too Much Talking Not Enough Listening
Blog post frequency is not the issue with getting a solid readership. It’s actively listening and participating in the conversation that drives readership loyalty.
Quality, Not Frequency
Phew, that’s a relief. You mean I don’t have to blog ten times a day anymore?
Hi Eric, thanks for thoughtful advice on building community with other bloggers. I have been blogging since May and wanted to get my feet wet by writing a few blogs before I visted other sites. What advice to you have about this for newbies?
Very good post and I agree wholeheartedly, though I do not have any authority upon which to say so.
I actually found this post after doing a search on this topic to validate my reason for not posting daily. With my content its simply not possible if I want to maintain the quality of my posts.
Regarding your comment about posting several times a day in order to become a top 50 Technorati blogger, I actually found 4 blogs in the top 50 that dont post daily.
http://www.technorati.com/blogs/http://www.alistapart.com rank 39
http://www.technorati.com/blogs/http://www.zefrank.com rank 49
http://www.technorati.com/blogs/http://blog.topix.net rank 34. His last post (at the time of this comment) was in mid november
http://www.technorati.com/blogs/http://www.dooce.com rank 45
Great post! Thanks.
Your article is very informative and helped me further.
Thanks, David
Thank you very much from Turkey http://www.sernak.com
Thanks for all comments, which are helpful for me.
JACK – http://www.chinabboss.com
Thanks to aggregators, a reader doesn’t have to check in every day to know when a blog is updated. But when I check my reading service and see one blog with a dozen posts since yeterday, it makes me want to just put off tackling it. Post once a week or every day, but please make it worth my time, or I will unsub.
Very good post and I agree wholeheartedly, though I do not have any authority upon which to say so.
Usefull information and all is good arranged. Just want to say that I find your site enough interesting for me.
The Huffington Post does have a very different strategy…
Carmelo Lisciotto
I don’t necessarily disagree with you, particularly with #6. I think that frequent posting can initially lead to better quality, since it hones skills, but at a certain point it does become difficult to continue to maintain the quality day after day. However, I’m not sure that I’m completely clear on what you’re trying to accomplish. Initially you seemed to be arguing that blogging daily wasn’t necessary anymore …. in other words, those of us who feel the urge to do it daily COULD relax just a bit. What you actually seem to be saying, at least in some spots, is that you don’t think blogging daily SHOULD be happening …. in other words, you’re describing a situation you’d like to see. Those are two very different arguments …. I might, for instance, decide I agree with you and stop blogging every day, but that doesn’t necessarily mean I don’t need to: I may lose support — and yet you seem to be trying to make them simultaneously. When you do you make your hopes for the internet come across as “advice.”
this quality post was obviously written without the pressure to post at least 1 per day… gives me a lot to think before I blog and yes, gives me a lot of excuses to post lesser in quantity but more in quality, hmmmm…
I remember the Great Friendster Migration like it was yesterday. A bunch of us had signed up for this nifty new service, only to find that it could be painfully slow, and dificult to use. Suddenly I was getting floods of messages on my profile from friends about this new thing called MySpace that worked better.
I think you are not right. sure quality is more worth than quantity, but if i post several days not, my traffic goes down… so dayly posts helps me a lot
I’m a little confused about point number two. If traffic is irrelevant to blogs then why would you be concerned about target audience? Isn’t it that target audience is a measure of probable traffic or the other way around?
Thanks for a great read both blog and posts, with plenty of food for thought for a beginner like me.Agree totally about the clutter aspect but how can you steer a blog to a specific readership or community, come to that if community does not exist how do you go about creatin one…..???????