Consistency matters, but quality matters more.

“Post, and post often” seems to be the general rule of thumb when trying to build a blog. And when you’re just starting out, there’s pressure to consistently push out quality content as often as possible.

Consistency is important. As you’re growing your readership, you want them to come to expect new content and more value from you on a regular basis. If your blog goes without fresh content for a period of time, your audience may think you’re not fully vested in your business. And even worse, the search engines may fail to find you.

About a year ago, Hubspot and Moz both did some research to find out where the sweet spot is for their own content. Though their findings were a bit more complicated than this summation, they were similar: Your audience can only consume so much content on a given day or in a given week. There’s a point where they’re just not going to read any more.

What does that mean to you? It means that the more quality your content is, the more likely it is to get read and shared—and to help you grow a faithful audience. Readers want to read good content, and content that’s not good—that doesn’t offer value—isn’t worth their time.

So what’s the best publishing cadence for your business’s blog? It depends. These tips will help you find the right cadence and determine whether a topic or a piece of content is worth the space on your website.

  1. Determine an editorial calendar that you can keep up with. If you’re the owner and workforce of your business, publishing one blog post each day isn’t realistic as it leaves little time for you to do client work.
  2. Make sure all content puts you in the “expert” category in your industry. High-level, quality blogs take longer to write than quickly produced posts published just for the sake of increased website traffic. But those high-level posts are what’s going to get noticed.
  3. Blogs should have your marketing strategy in mind, written to entice readers to take action or to provide detailed information that’s valuable to your audience.
  4. Don’t publish something that’s forced. If you’re not passionate about the topic, it’s going to come across that way on your blog. Wait until you have something you feel strongly enough to post, then start writing.
  5. Get help. Not everyone is a writer, just like not everyone is a brain surgeon or a mechanic. Everyone has their own talents and passions. If yours isn’t writing, then hire it out. Chances are your content will be better quality, published on a consistent schedule and get noticed by more industry leaders.

At the end of the day, consistency is important but it’s more vital that your content be professional and high caliber. Publishing content just for the sake of publishing can (and will) backfire. And the last thing you want is for your audience to look at you and your business as full of hot air. Make sure everything you put out online is professional and top-tier.