How much content do I need?

Well, that depends. Some say less is more. Some say more is more.

I think splitting the difference can be the way to go—a strong steady presence that stays on brand and on message.

According to HubSpot, businesses that post at least 16 blog posts each month generate nearly five times the leads and almost four times the traffic as companies who publish four or fewer posts each month.

For many clients, 16 is too many—even if they are not doing the writing. Between the editorial selection and approvals (sometimes a legal requirement), getting 16 pieces in the pipeline can be a huge challenge.

That’s why I like to split the difference—eight posts, two per week. It’s manageable, it’s doable, and once things get rolling, it’s easy to scale up towards that 16 post ideal.

When creating a content development plan, I try to start simple. I want to make it easy for my clients to work content marketing into their business.


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