“The Experts” used to say that posting every day was the best way to engage readers and increase your following. But at the last conference I attended, Jason Brick told us that twice a week was more than sufficient. And according to John Locke (no, not the philosopher, and definitely not that weird character on “Lost.” This guy) in these fast and furious days of the 30 second news cycle, you needn’t post more than maybe once a month, or less. As both of these writers are well into the “successful” category in a highly competitive field, I think they might be worth listening to, and my own experience confirms my suspicion.
Despite following a fairly large number of blogs, I don’t stop in at every one of them every day. No matter how much I might like to, I just don’t have the time and I don’t think I’m alone in that shortage. So, when I know that I’ll have another chance tomorrow, I procrastinate. I think, “Oh, I’ll catch them next time.” Two things halt this decision making process and make me click the “read more” button. One, if the opening paragraph is pertinent to something I’m doing or thinking about right then, I’m likely to click over. And two, if I haven’t seen a post from that blog in awhile, the “read more” button gains a stronger attraction. It’s like having an old friend who you haven’t seen in years show up at your door. What do you do? You drop everything and fix a pot of coffee. You bring out the cookies. Why? Because the minute you see their face you remember how much you like them and are grateful for the the rare opportunity to hear from them, especially if you know they always have something interesting to say.
I don’t want to be the newscaster spouting recycled information that his station just aired for the third time thirty minutes ago. I want to provide fresh, interesting perspectives that are useful to my readers every time they view a post. That probably means narrowing my scope and making fewer posts, but I’m hoping it will mean better ones as well.
How about you? What makes you click on the blog posts in your inbox? If you are a blogger, how often do you post and why?