The Red Queen, is an evolutionary hypothesis that can be summarized as “do nothing and fall behind, or run hard to stay where you are”. The hypothesis was recently adapted by Sharon Sarmiento and applied to the question of ‘how much should you blog?’
Sharon is one of my favorite new additions to the team at 901am and her question is one that I have wondered about and toyed with on every blog that I have been a part of. For example, when I was blogging at The Mu Life, I started out blogging once a day and only on weekdays, and ended up blogging 2-3 times a day including weekends. One of the first blogging advices you get from the veterans is to blog often. The problem with blogging infrequently is that if people aren’t getting content from you regularly, they will look at other sources and you will fail to develop an ardent following.
But more is not necessarily better. Just as too little content can be bad for your blog, too much content has the same effects. A post written by Darren Rowse a few weeks ago in which he asked his readers what the number one reason was for readers to unsubscribe from blogs, and on top of the list, with 37 votes (8 more than number two) was “Too many posts (the post levels are too overwhelming)”.
The Frequency of Posting is obviously a big factor with 35% of respondents saying that too many posts was reason for unsubscribing and 28% saying that infrequent posts was reason to delete a feed from their reader.
The Coverage Aspect
There is no fixed number of posts that a blog must have on a daily basis to succeed, and in fact the number can vary. There is a simple question you should ask yourself: What industry are you blogging about and how many different niches within the industry are you covering? While it is is important to keep your blog hyper-focused, there are varying degrees of focus based on the type of blog you’re running.
If it is a one-author blog, you can get by with just focusing on MySpace; surely the service generates enough meta-news. If it is a two person blog, you can add other services such as Facebook, Friendster, and so on to the mix and make the focus into social networking in general. And if you have a huge team blog with 4-6 authors, why not take on an entire industry and go with everything social media?
As in the above example, Pronet Advertising is truly an industry-focused team blog, but it is equally important for us to keep in mind what our readers want. Please tell us how many posts you would like to see per day. Here are your options:
4. As many as our team feels fit to publish