Have you ever wondered how often you should be creating new content for your engineering company’s website?
I’d love to give you the magic formula, but I can’t, because it doesn’t exist. Variables such as your industry, your target audience, your in-house resources, and even how long your blog has been running for influence how often you really should be posting content.
But what I can help you do is figure out some of the basics, which will help guide you towards a better understanding of how often you should be posting.
But first, let’s answer this one burning question:
Why is posting content even important?
If you’re following a content marketing plan, posting new content is definitely important.
After all, this is the number one way you can attract new audiences and retain existing customers, teach them something new, and even provide relevant insights.
Over time, this will allow you to build up a loyal following of people who repeatedly turn to your site for the latest news. This builds up your brand authority and credibility, which, over time, can greatly benefit your business.
The good news is that the articles on your website can drive traffic long after they’ve been published, particularly if you focus on evergreen content, which remains more current for a longer period of time.
Articles posted on your site can also be repurposed for social platforms, and you can feature snippets on your LinkedIn posts or in email newsletters, or use certain bite-size assets on other platforms.
Publishing content, then, goes a very long way and can help you build up your brand in more ways than one.
How often should you post content?
The best answer to this is “consistently”.
Let’s be honest, there’s no use engaging in a content strategy if you’re only planning on publishing something every couple of months. Sure, that one piece of content may be so good that it helps you meet all your content goals, but this is rather unlikely.
After all, one of the key points of publishing content is building up authority and credibility.
Would you trust a brand that only has 2–3 articles online, and all of them published over 6 months ago? Probably not, because it indicates that the brand in question is no longer active. You definitely don’t want that.
But I also can’t tell you that you definitely have to post 6 articles a month, and that this will be your winning strategy.
If you’re running a brand-new engineering blog, for instance, you may need to post a little more in order to build up your topical authority. But if you’re already running a well-established blog, you can afford to post a little less.
A recent Hubspot report suggests that posting 2–4 times a month is ideal for most.
Why?
I’ll share three key reasons.
It shows search engines that you’re active
Posting 2–4 times a month is enough to keep your site active — something that’s vital for search engines to know.
With frequent new content and requests for search engines to index your new content, you can indicate to them that your site falls into the 18% of active websites (of over 1 billion total websites on the internet), and that they should prioritize your site in search rankings.
It shows your readers that you’re active
It’s also enough to keep your audience interested and engaged.
If I, as an engineering reader, know that there’s a new post published on your website every Monday (or I’m even a newsletter subscriber and know that I’ll get your latest blog post in my inbox every Monday), I can start looking forward to receiving your latest work.
It’s manageable for you
Importantly, focusing on 2–4 posts a month is also manageable for you.
After all, the days when you could just churn out mass content that’s thin and flaky are gone. Despite the advent of AI, which makes the mass production of content more feasible, Google has clamped down on spam and AI sites and really prioritizes helpful content.
This means that everything you publish has to be of very high quality.
That’s unlikely to happen if you’re focusing on pushing out a new piece of content every day, but far more likely to be the case if you — or your designated engineering technical writer — can spend a week on an article.
Planning your posts
The best way to ensure you actually manage putting out content 2–4 times a month is by setting a solid content marketing plan.
This allows you to figure out the purpose of your engineering blog and who your target audience is, but, importantly, it also helps you to prioritize your content and set the right direction.
If you know you need an article ready to be posted every Monday, you can plan for this the week before and put that into your content marketing plan.
You can head over to my guide on setting a content plan to help you with this.
But if you need someone to help you with your actual content, give me a shout. That’s what I’m here for!
Content FAQs
Paying attention to the quality of the things you post really matters. After all, you wouldn’t want to just write random thoughts and post those, would you? A content plan can help you figure out what type of content to post, and allows you to work on a schedule that gives you the time to properly plan all your content.
You’ll probably know this from social media — there’s a fine line between posting too little and posting too much. We all want content that’s new to entertain us and share valuable information, but we don’t necessarily want it six times a day.
This is especially important to remember for engineering content, as the type of content you post is likely to be quite in-depth and technical. Engineers simply won’t have the time to consume all your content if you post too often.
