As Danny Wong noted in a blog post on The Next Web yesterday, Infrequent blogging can be a great way of making sure your voice is heard when attention is harder to hold than ever before. People want quality content and posting too much can dissuade your audience from returning.
It’s a theory that flies against the notion of posting regular content to keep in constant contact with your community.
By posting every now and then, rather than every day, you are signposting that the ideas you are trying to communicate are thought through and of real value to your readers.
This can be just as effective when trying to retain readership – hopefully your content’s every word will be clung onto, rather than dismissed because it’s just like every other set of words you’ve written.
Typically, we used to advise clients to post once a week as a minimum: stay connected and share an insight into your business or way of tackling a problem that will resonate to build your community.
This has now evolved, as time and resource become scarcer: blog as and when you can, but make sure what you’re sharing is of genuine value – people don’t have the time to read mountains of missives, so make sure yours counts.
The power of the notification has had an effect here too.
Seeing 999 unread blog posts means you’re more likely to hit ‘mark as read’ than seeing 3 unread blog posts. Who wants to plough through 999 pieces of content when you’ve only got time for two?
As we look to have greater worth in the attention economy, it’s beginning to ring true that less is actually more.