[ANALYSIS] Why not to overthink publishing schedules based on user behavior 

Estimated read time: 2 minutes

Subscribe to Blog via Email

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 70,865 other subscribers

I’m a big fan of analysing what is working and why it’s working, but there is also the flip side of overthinking things and mis-analyzing them. 

When to publish stories or social media posts fits there. 

Social media research changes constantly on when the best times to publish are. Publish at 1. No 3. On weekends. Mondays. Wait, no. Wednesdays. Good luck even keeping up. 

Really, the best approach has become to share valuable, audience-centric content on a consistent schedule. Mix it up, but don’t overthink it. 

The time of publishing blog posts or other articles is similar. This site’s WordPress dashboard shows me the most  popular day and time for visits. 

Recommended reading:

Offline actions can impact online engagement

Airport layover – go on a walk to burn calories 

Measuring true impact of authentic stories 

Some people say that this should be my guide for when to publish articles. Thing is though that many of the visitors aren’t here to browse articles. Many got here through a Google search or a social media link. Many are not here because they are looking for a new article. 

So don’t overthink it. But, I still do like a weekly scheduled time for publishing though. Here’s why: 

  • It does help us – the content producers to stay on schedule. 
  • It reminds Google that we routinely publish new and fresh content and Google likely will remember that when indexing and crawling sites.
  • It sends my eNewsletter with new posts at the same time to my subscribers. 
  • Some audience members indeed come to my site to check for new articles at my declared publishing times. I know some that do, but it’s not the most-popular period or day on the blog. 

I love metrics and analysis and to see how it fits in with my content creation and storytelling initiatives.

Look at popular times and user behavior,  but also see why those users are stopping by at specific times. Adjust where adjusting is necessary but don’t overthink it. 

Blogging is a long-term investment and strategy. 

Don’t miss my new book

Move your content from happening to performing. The 2020 textbook: