Daily blogging. On the face it, it makes sense. Until it doesn’t really. Here’s why:
- It’s not 2001. And you’re not the only game in town. Today’s marketplace is full (FULL, I tell you!) of thought leadership pieces, so much so that we really need to find a new term for it because it’s no longer really ‘thought leadership’ if everyone’s essentially saying the same thing (and they are). If you must add to the cacophony, do it thoughtfully … and helpfully.
- More is not better. It’s just more. And Google, Facebook, and others know this and are tweaking accordingly.
- It steals the spotlight from your content. Really. In a daily scenario, no single piece is given center stage long enough for it to properly be seen and marketed. Assembly line thought leadership ain’t really a thing.
- Quality tends to suffer. Everyone’s so concerned about the daily churn of posts that they focus more on delivering and less on what they’re delivering.
- The audience likely doesn’t care. They’re too busy watching cat videos and Tweeting memes. You will want to go where your audience is.
Of course, there are exceptions to every rule. But, in this case, I’d say those exceptions are very few and very far between.