How To Build Your Posting Schedule And A Content Calendar

One of the best pieces of advice for a newbie blogger is to publish content frequently and to try and stick to a recurring schedule of publishing. There are plenty of benefits in having a content calendar and a consistent schedule for publishing the content. It will help you build a buzz and expectations around yourself and in that way attract an audience that loves your content and is eagerly awaiting to hear from you next time.

Not updating your content frequently makes it hard to gain a momentum. It can also give an image of a dead place. It gives a bad impressions if a visitor comes back and finds no updates have taken place in some time and it decreases the chance of visitor subscribing becoming a loyal reader or subscriber. This is why you should be consistent in your publishing schedule:

  • Content calendar makes you better organized and allows you to plan your content better
  • Consistent new content builds consistent audience. Brings a stream of traffic and comments and gives readers a reason to check back often
  • Frequency of new posts can even affect the search engine algorithms so you may rank higher – search engines crawl and index sites that are updated regularly more frequently
  • Gives visitors a reason to subscribe to your site and to follow you in social media
  • Builds trust and dependability
  • More opportunities for buzz about your content in the social media
  • More opportunities for inbound links
  • More content means increased chance of getting search engine traffic from different keywords

What is the perfect posting schedule?

This decision is based on what is right for you and what is right for your audience. You have to find a schedule that fits you and works for you. You don’t want to stress yourself too much by going for a too frequent schedule that you cannot achieve. Find what works for you. Figure out your goals and your schedule will follow. It all really depends on what your situation is in terms of:

  • How much time you have
  • How much inspiration and how many ideas you have
  • What resources you have
  • What your goals and plans are

Some examples:

  • Some blogs publish new articles many times a day such as Mashable, some do it once a day, some do it once a month. The perfect schedule that optimizes the potential of your site and maximizes its growth would most probably be to post one new article every day. Your readers would come back daily, you would have potential to create a lot of buzz and Google would love you.
  • In the first 2 years or so I published every Monday, Wednesday and Friday, never missing a day, not even when I was on holidays or otherwise busy. At some points I’ve also switched to a Tuesday and Thursday schedule. Lately I’ve done a less frequent schedule more focusing on optimizing and updating existing content.
  • Some sites follow the natural cycles of the industries they work in. If you blog about a specific sports club it makes sense to be active when the club is active as that is where most interest will be and your content will be able to be most effective.
  • Some sites follow the news and events around their topic and focus on those as that is where they stand to attract the best audience and ideas for best content.
  • Having a look at your visitors data in your site analytics will allow you to see how the traffic is throughout the week. This data contributed to my decision to write in the week days only. My site traffic drops on Saturday and Sunday compared to the week days and automatically picks up again on Monday. I have seen other site and audiences where it works differently so definitely have a look at what your audience tells you before making any decisions.

Your content strategy how to guide

Your content strategy will help you to successfully manage and grow your site by keeping you focused and actively engaged with your content. A content strategy is your content action plan. This plan sets out clearly how and when you will create, publish and manage content that is relevant to your site and useful to your visitors. There are several things you can do to motivate yourself and to make yourself more disciplined when creating new content for your site. Here’s a list of things you can do to improve your posting consistency:

  • Before starting on your content strategy or plan, be very clear about the purpose of your site. The more targeted the purpose of your site, the easier it will be for you to draw up your content plan and deliver on it. Ask yourself why does your site exist beyond making money? Who do you want to serve and how? What are your objectives and your goals with your site? Set goals for your content publishing and work towards achieving those goals
  • Look at how you will communicate the purpose of your site through your content plan. Set up a publishing calendar for your posts and pages using whatever tool works best for you. When updating your content, think about topics that are relevant to your audience and theme your content accordingly. Editorial Calendar is the most popular WordPress plugin for this purpose.

WordPress Editorial Calendar

  • Resurface and update some of your older content with more information and latest trends to make it relevant again

Don’t be a slave to your content calendar

With all of the above in mind don’t be a slave to your content calendar. Sometimes you just might not have anything to say. Sometimes you may not be in the mood for writing. Don’t force yourself in those situations. Let your procrastination be the natural filter and allow yourself to get back the inspiration to produce content that will make a difference for your goals.

Procrastination is seen as a bad thing. It is frowned upon. We try and find ways to stop the procrastination from happening. We follow tips and advice on being productive. In some way though procrastination is a good thing. Writing is difficult when it is forced which many writers discover after a while of running a site. It is not always easy to write 500 words every couple of days, sometimes it is not possible to follow the rigid schedule. These situations can be considered as a writers block, sometimes they are look at as being unproductive, sometimes they are a procrastination.

Write when you are inspired and when you feel like writing. Procrastination defends you from your becoming a robotic, soulless writer who writes on command and without too much thought or inspiration. I have definitely seen this happen to many bloggers and freelance writers where they end up seeing their post writing as a task that has to be ticked off their long list of things to do. 500 words on this topic by this day, 700 words on this topic by this deadline and so on…

It ends up being too much after some time, it becomes a chore, you lose the will to do it, you lose the creativity and the love that made you start writing in the first place. Your writing and your output become worse and it is felt in the feedback you get and the stats you see in social media and on your analytics. You may be getting money from doing it but all the fun is gone. Procrastination stops this from happenings and lets it all take place more naturally. You write only when you feel like it and you only write about topics that interest you and that you have something to say about. You only write when you have the inspiration and the drive to do it.

So what to do in case you feel like procrastinating? Just let it be. Kind of like the concept of Wu Wei where you just don’t take any action and you don’t do. Instead relax, recharge, do something else, get inspired. One of the things that can be done to get recharged and inspired to get back to the writing is to disconnect from your day to day activities. Get away from your Internet connection and from your computer, do something different today instead of spending majority of the day staring at the screen without getting much important work done.

On the other hand some weeks you might have much more to say and you might not be able to fit it all within your regular calendar schedule. This is a positive problem to have and nothing to worry about either. Surprise your audience and publish it even though it is not on the normal day. Publish even though that will make it 3 posts a week compared to the standard 2 posts a week. Content calendar is a very useful tool but being flexible and reacting to the environment can be just as important. I’ve changed my schedule many times in the past according to some big events and occasions that have happened. It might be a big event in your field, might be some study that was published, it might be a more mainstream news situation that… be on the lookout for opportunities and stay flexible.