We've often heard the phrase that 'Content is King', and in Marketing this is one golden rule. However, how does one strike a balance between quality and quantity? Some of the questions that clients often ask us whenever we discuss a content marketing strategy are things like: 'How often should I post?' or 'What should I post?' The answer is a simple one, and in this article we are going to start by answering them, and move on to give you some tips on how best to tackle it.

First of all, how often should one post?

Whilst there is no real fixed rule as to how often you should post, the important thing is that you are consistent. Therefore, if you commit to posting three times a week, or three times a day, the important thing is that your posting is consistent and, more importantly, relevant. Having said that, there are two points to take into consideration here. Whilst it is OK to not post every day, you need to be aware of the fact that, the less often you post, the less engagement you are going to have. People will think that your page is 'dead' and stop following it. Secondly, you need to keep in mind the other side of the story. The more you post, the more you are going to need to keep the momentum going in order to keep your followers engaged. So, like everything else in life, it's all about balance.

What should I post?

This is another important question that clients often ask us. And once again, the answer is simple. Think of your target audience. Who do you want to reach on a particular platform? If it is a blog, who do you want to reach with your blog? Once you answer this question, then you will automatically have the answer as to what you should post. Your posts, whether they are blogs or social media posts, should be relevant to your audience. If they are not, your audience will move away and find another platform and another account that is. Simple as that.

So how do I get it right?

First of all, if you think that you cannot do it yourself, always seek help. You can, for example, get someone to create a strategy for you. Or you can get someone to take it over and do it on your behalf. You can outsource your content marketing whilst you are still building your team, or you could even get someone to train your team whilst you concentrate on other important things. 

How much would such a service cost?

The good news is that, very often, this outsourced service costs much less than it would cost you to hire someone to do the job for you. We've often had conversations with clients who have expressed their preference to hire someone in-house to do it, and whilst we agree that this could be a way forward if you have the human and financial resources to do it, it is not always the case. And for those who still do not have the human and financial resources to hire someone in-house, this does not mean that they should miss out on generating quality content for their website and social media platforms.