The topics will change from organisation to organisation and the style, tone and general approach can all vary massively. It doesn’t matter what type of content it is, however – the most effective blogging strategies are the ones that deliver quality consistently several times a week.
To the reader, it can seem as though the blog post was written and published immediately that day. There is nothing to indicate otherwise.
However, the business blogs that see the most success are very often the ones that not only utilise a long-term content strategy, but the ones that schedule content ahead of time.
Having an array of benefits, one of the questions we often get asked is just how far in advance you should schedule your blog posts. A content strategy might be accurate for the next twelve weeks, but does this mean you need to have twelve week’s worth of blog posts scheduled and ready to go live?
Generally speaking, the answer is no. In fact, with all of our business blogging services, we generally work one week advance.
Meaning we can produce content that’s topical or on trend with the latest discussions, getting the content ready a week in advance also ensures that any changes that need to be made can be done so with enough time from our point of view and the client’s. It could be something small, such as a quote has been made that now needs to be included or it could be something similar to a full rewrite, due to a change in the news that has brought something new to light.
Imagine that happened if you weren’t scheduling your blog posts. It’s never a good idea to edit an already published blog post, so you’d simply have to keep it unchanged, something that could potentially have a negative impact.
Whilst one week in advance is a good guide, it shouldn’t be stuck to rigidly, as for some organisations and in some general situations, more flexibility is required to meet the different needs.
One of the most common examples of this is when we are unable to work with a client for a temporary period in regards to messaging or content approval. It could be a client’s internal project which is going to mean they won’t be available or it might be that they’re simply going on holiday. In these situations, we often need to schedule blog posts two or three weeks in advance.
It does mean the blog posts won’t be as topical as they could possibly be, but for a temporary period, that doesn’t have to be too much of a problem. It’s simply a matter of taking the time to develop content that will make readers not miss the topical feel – a ‘How To’ series, for instance.
At the other end of the spectrum, there are some organisations who are almost unable to schedule their blog posts any more than a day or two in advance. Perhaps they have a technology blog or they simply like to provide the most up-to-date information within their industry, something that their readers have come to expect.
In these instances, although one week is unlikely to be a possibility, there should still be procedures in place that stipulate a blog post needs to be scheduled in advance, whether that’s by 12 hours or two days. If nothing else, it ensures there is sufficient time to make any last-minute edits before it gets published to an audience of what could easily be thousands.
All blog post content should be scheduled in advance. There might be the very rare occasion where a last-minute post needs to be published, but these occasions are few and far between. Giving you a tremendous amount of control over the content that’s being produced and delivered to your audience, scheduling your blog posts should never be the question – instead, it should be ‘how far in advance?’.
And although all organisations’ needs vary, a good rule of thumb is one week. For the majority, anything less is likely to be unnecessary and anything more could result in content that isn’t as topical as it could be.