A common question for businesses and charities alike is: How frequently should a website publish new content? Some worry about publishing too much, while others wonder if they’re doing enough to keep their site fresh and optimised for search engines. Finding the right balance is key to maintaining an effective content strategy.
The Importance of Fresh Website Content
Regularly updating your website with high-quality content is essential for multiple reasons:
SEO Performance: Search engines favour fresh, relevant content. Websites that regularly publish new articles, blogs, or updates are more likely to rank higher in search results.
Audience Engagement: Your visitors return when they see fresh, valuable information. A well-maintained content schedule keeps them engaged and establishes trust.
Industry Authority: If you consistently publish insightful, high-quality content, your website becomes a trusted resource in your field.
Long-Term Value: Unlike social media posts, website content has longevity. A well-written blog can continue attracting traffic for months or even years after publication.
Quality Over Quantity
When it comes to content, consistency and quality are more important than sheer volume. Publishing multiple blogs per week can be beneficial, but only if each piece is well-researched, informative, and adds value to your audience. If rushing to meet a schedule results in lower-quality articles, it’s better to focus on fewer, high-quality pieces.
The right publishing frequency depends on your organisation’s resources, audience expectations, and industry trends. Here are a few things to consider:
Audience Expectations: If your audience is used to seeing new insights from you every week, dropping down to once a month could affect engagement.
Team Resources: If writing weekly content leads to rushed, lower-quality articles, it’s better to scale back and focus on well-researched, valuable pieces.
Strategic Planning: Instead of pushing content for the sake of it, create a plan based on what your audience is searching for, industry trends, and seasonal opportunities.
A Strategic Approach to Website Content
Rather than following a rigid schedule (e.g., ‘we must post every Friday’), a strategic approach ensures content is published with purpose:
Perform a Content Audit – Assess what’s already on your site. Is it relevant? Is it driving traffic? Does it align with your brand goals?
Develop a Content Plan – Identify key topics based on audience needs and SEO opportunities. Prioritise quality and relevance over quantity.
Set a Realistic Schedule – If you can produce one high-quality piece per week, great. If once per month ensures the best content, that’s fine too.
Measure & Adapt – Track engagement, rankings, and user feedback to refine your content strategy over time.
AI in Content Creation – A Useful Tool, But Not a Replacement
With the rise of AI-powered tools, many businesses are exploring their potential for content creation. AI can be incredibly helpful for:
Generating Ideas – AI can analyse trends and suggest topics based on search data and industry insights.
Speeding Up Research – AI tools can summarise articles, pull relevant data, and identify key themes quickly.
Structuring Content – AI can help outline articles and suggest logical content flows.
However, while AI is a great assistant, relying on it entirely for content creation comes with risks:
Lack of Authenticity – AI-generated content often lacks personality, nuance, and the unique voice of your brand.
SEO Concerns – Search engines favour original, high-quality content. AI-generated text can sometimes be repetitive, overly generic, or flagged as low-quality.
Misinformation – AI isn’t infallible. It can generate incorrect or outdated information, requiring careful fact-checking
Using AI the Right Way
Instead of replacing human writers, AI should be used to enhance content creation. Consider using it for brainstorming ideas, research, and structuring content—but always ensure that the final piece is crafted with human insight, creativity, and a deep understanding of your audience.
Final Thoughts
At Blake Mark Productions, we focus on delivering consistent, high-value content that meets both audience and SEO needs. Whether you’re posting weekly, biweekly, or monthly, the priority should always be quality, relevance, and long-term impact.
If you’re unsure about your content strategy, we’d love to help! Get in touch for a content audit and tailored recommendations for your website’s growth.