Karen from Delaware emailed me with a question earlier.
“I’d love for you to post on your blog every day like Seth Godin does. Is there a strategic reason why you don’t?”
That’s a good question. The answer is that you need to match your publishing model to the business model behind your blog. Allow me to explain.
My publishing model
It’s easy… very easy, for me to publish something every day. However, my business model doesn’t require me to keep tapping you on the shoulder with daily posts.
I market just 2 services via my blog. There’s a limited number of clients I can work with and every post generates client enquiries.
Daily publishing, [which I did a few years ago], caused me to receive way too many enquiries. The huge momentum created by daily publishing is disproportionate to the few additional posts I was publishing each week.
If I decide to change the blog’s business model, so my income is primarily from the sale of products or advertising, I will need to adopt a daily publishing model of at least one post a day.
The daily publishing model
Whatever his motivation, Seth Godin uses a publishing model that rewards daily blogging. His blog is a kind of single author book store. Every post displays a carousel [on the left of each post], which is stacked with 18 of his books.
His well-crafted, daily posts are what create traffic to his book store. They also pre-market his books, by referencing new books in his posts long before they are published.
- If you like Seth’s posts, you may buy a book.
- If you don’t buy a book, you may still decide to share the post you’re reading, with your social networks.
- By sharing the post, others will visit Seth’s blog.
- They too may decide to buy a book or share the post.
- A cycle is created, which is fed by daily content.
That model clearly rewards daily publishing. Fewer posts would equal less traffic, fewer shares and fewer sales.
In short: Your publishing model should support whatever you want to achieve. So, choose the best frequency for your business, rather than copy what someone else is doing. Their approach could be totally wrong for you.