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Michael Gelphman at @KCITP forwarded a post to me early in the week titled “Why You Should Ditch Your Blogging Schedule,” asking, “So what do you think?” Yesterday, Alex Greenwood wrote about the post’s recommendation that the standing advice about the need to post on a regular blogging schedule should now be ignored, replacing it with a blog whenever you have something really important and impactful to say approach.

The central reason offered for the change in the regular blogging schedule recommendation was summarized pointedly: “Constant, reliable, regular posting sucks the life force out of your blog.”

This was perhaps the only summarized statement in the blog post. At over 1,100 words, it was a lot of space to spell out little more than the social media guru’s equivalent of the perpetual corporate strategy switcheroo, “Centralize. Now decentralize. Oops, now centralize.” Consultants have gotten paid huge sums for a long time by flipping that advice every three years!

Since, I have been a proponent of regular blogging schedules, it’s fair to expect me to weigh in with what I think about the post.

My initial response to Michael was to return to the fundamental question, “What do you want to achieve?”

When you start answering that question really well, the answer about how frequently to blog (or even if you need to blog at all) becomes a whole lot easier to answer. Going through that process is a lot more important than blindly following an idea someone has tried to turn into an absolute “rule” of social media conduct.

The biggest personal take away for me from “Why You Should Ditch Your Blogging Schedule” was it prompted me to review our objectives at The Brainzooming Group regarding the blog, pushing them around a bit to see if daily blogging still makes sense for us. After that strategic reflection, I still came up with blogging daily as the right answer for us.

But like everything, it is an answer subject to change if our goals change in the future. What do you think? Do you read anything into a brand based on its blogging schedule?  – Mike Brown

 

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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7 Responses to “Deciding Whether to Ditch Your Blogging Schedule – What Do You Want to Achieve?”

  1. I think you’re right that it depends on what you want to achieve. If a company is still in the process of growing readership, a regular, consistent schedule is important: it teaches readers that the content is reliable, but also gives the impression that the company itself is reliable. I don’t think it hurts to switch up the game later, though, and try something else out…but only after you’ve reached initial growth goals.

    Nice article, Mike!

    • Mike Brown says:

      Nice illustration of when a change in strategy could make sense, Sarah. Having thought about the idea of regular blogging today, I really a regular schedule sets blogs that are dabbling vs. those striving to be seen as PUBLISHING content. If a blog aspires to being seen as a real content provider, regular publishing (even if it’s regularly irregular) is a hurdle that has to be met.

  2. Why did you decide daily blogging is still right for you? What is it about daily blogging rather than biweekly, for instance, that works for you?

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