How Often Do I Need to Post Content or Update My Messaging?

You know content marketing is important, but one of the biggest questions business owners ask is: How often should I be posting content? Also, when it comes to your brand messaging, how do you keep it fresh without constantly changing it?

At Simple Story Marketing, we get these questions regularly, and the answer really depends on your business goals, your audience, and your capacity. You don’t need to be posting every single day or constantly tweaking your messaging. The key is to strike a balance that keeps your brand relevant while still manageable for your schedule.

Let’s break it down and look at how frequently you should post content and when it’s time to update your messaging.

1. Content Frequency: How Often Should You Post?

Consistency is more important than quantity. If you can only manage one high-quality blog post or social media update a week, that’s far better than posting daily without adding any real value. Your audience will appreciate content that is thoughtful, helpful, and relevant, whether it’s once a week or once a month.

How to Decide on Your Posting Frequency

• Assess Your Resources: Can you realistically commit to creating content multiple times a week? Or would one solid post per week work better for your team?
• Look at Your Audience: Where does your audience hang out? If your customers are highly engaged on social media, you might want to post more frequently there. If they prefer in-depth blogs, focus your energy on quality over quantity.
• Test and Adjust: Start with a manageable posting schedule and track your results. Are you getting more engagement from weekly posts or bi-weekly updates? Adjust your strategy as needed.

You’ll get more engagement by being consistent, even if it’s less frequent, than by overwhelming yourself with content creation that feels rushed or low quality.

2. Keeping Your Content Fresh and Relevant

Once you’ve nailed down a posting schedule that works for you, it’s important to keep your content fresh and valuable to your audience. However, this doesn’t mean you need to reinvent the wheel every time you post.

How to Keep Your Content Relevant

• Repurpose Old Content: Update blog posts with new information, refresh old social media content, or turn a popular article into a video. Repurposing content saves you time while keeping things fresh.
• Tap into Trends: Keep an eye on industry trends or current events that affect your business or audience. Posting timely content about relevant issues shows your brand is engaged and aware.
• Answer New Questions: Use the They Ask, You Answer approach to guide your content strategy. What new questions are your customers asking? Create blog posts, videos, or social updates to answer them directly.

You’ll get more engagement by staying current with your industry and customer needs, ensuring your content remains useful and timely.

3. How Often Should You Update Your Messaging?

Unlike content, which needs to be produced regularly, your brand messaging shouldn’t change too frequently. Consistency in your messaging is key to building brand recognition and trust with your audience. However, there are times when an update is necessary to reflect changes in your business or market.

When to Update Your Brand Messaging

• Big Changes in Your Business: If your business has grown, pivoted, or introduced new services, your messaging should reflect that. For example, if you’ve moved from being a local service provider to a national brand, your messaging needs to evolve.
• Shifts in Customer Needs: Are your customers facing new challenges that your original messaging doesn’t address? Adjust your brand message to better reflect their current needs.
• Outdated Language or Tone: Sometimes, as businesses grow, the language and tone that once worked no longer resonates. This is a good time to refresh your message so it aligns with where your brand is now and how you want to connect with your audience.

You’ll get more clarity and stronger connections by ensuring your messaging reflects where your business is today, not where it was five years ago.

4. Monitoring and Measuring Success

To know whether your content and messaging are working, you need to keep an eye on your metrics. Posting content regularly and updating your messaging is important, but if you’re not tracking the results, you won’t know what’s working and what’s not.

What to Track

• Content Engagement: Are your blog posts being read? Are your social media posts being liked, shared, and commented on? If you’re not seeing engagement, it might be time to rethink the type of content you’re sharing.
• Website Traffic: Use tools like Google Analytics to track whether your content is driving traffic to your website. Are visitors sticking around to read or bouncing quickly?
• Conversion Rates: Is your messaging leading to conversions? Whether that’s filling out a contact form, signing up for your email list, or making a purchase, if your messaging isn’t converting, it might be time to refine it.

You’ll get a clearer picture of what’s working in your marketing efforts when you monitor and measure your content and messaging performance.

5. How to Balance Consistency with Flexibility

Finally, while consistency is crucial, so is flexibility. You might start with a once-a-week posting schedule, but if your business grows, you may find you need to increase your frequency. Similarly, if things get busy, it’s okay to scale back—just make sure you’re still delivering value with each post.

Finding the Right Balance

• Don’t Burn Out: It’s easy to feel pressured to keep up with high content demands, but your messaging and quality will suffer if you’re stretched too thin.
• Stay Customer-Focused: Remember, it’s better to post less frequently but deliver content that truly helps your customers than to post more often without providing real value.
• Adapt as Needed: Keep an eye on your audience’s engagement and be willing to adjust your posting frequency or messaging when necessary.

You’ll get better long-term results when you find a rhythm that works for you and stays flexible enough to adapt to your business’s changing needs.

It's All About Consistency and Value

At the end of the day, the most important thing is to focus on consistent, high-quality content that addresses your audience’s needs. There’s no one-size-fits-all answer for how often to post or when to update your messaging. What matters most is that your content and messaging remain relevant, valuable, and aligned with your business goals.

At Simple Story Marketing, we’ll help you create a customised content strategy that fits your business. You’ll get clear, consistent messaging and content that resonates with your audience, without feeling overwhelmed.

Schedule a call today to see how we can help you clarify your message and connect with your customers.

P.S. If you want to make 7 simple changes to your website content so it makes the customer the hero visit the homepage and download the free PDF.