Content marketing: Telling Meaningful Stories

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

Disclaimers: The information provided is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Links in articles maybe affiliate or sponsored links.

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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. 

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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. 


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Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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