When faced with the myriad Content options that users have when they surf the web, many bloggers feel enormous pressure to update their blogs on a daily, consistent basis. But is this truly a productive practice? Today we take a look at one theory.
Over at Markting Profs Daily Fix, Eric Kintz has a piece entitled “Why Blog Post Frequency Does Not Matter Anymore” Kintz’s piece is lucid and disarmingly well-reasoned. Step by step, he lays out why frequent posting is hurting the credibility of blogs and online content in general. I’m particularly impressed by his closing, which states (in part):
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.”
This idea seems obvious, but not very prevalent in today’s blogosphere. I have seen mountains and mountains of blogs that have succumbed to the curse of the daily update and often the results are not pretty. It’s far more important to spend time cultivating a community through insightful updates and commenting on friends’ blogs than it is to pump out a half-hearted post every day. Simultaneously, though, you should try and let your readers know when they should expect an update, lest they lose interest. Blogging in this fashion (i.e. for yourself) is a delicate balancing act that takes time to get the hang of, but in the end it pays off.
Ultimately, Kintz’s piece reminds us of what we already knew all along: Quality is more important than quantity. And if you don’t have anything to say, don’t say it.