The traditional wisdom regarding content creation is that you should be posting content with some degree of consistency. I agree with this advice, but maybe not for the usual reasons given by digital marketing gurus, which typically revolve around SEO and algorithm hacking (i.e. spamming).

While ultimately your content should match your offering, here are three reasons, rooted in value creation rather than capture, that posting regularly can be a useful approach:

meta-value

Creating content consistently keeps you thinking about your business at a deep level on a regular basis, which should mean that you are steadily growing and improving your ability to deliver value to your customers through your offering. Doing this publicly by publishing content demonstrates this steady growth to your customers.

expectation management

If part of your content strategy is to provide a vicarious experience of your offering, posting consistently means that customers can be fairly certain the vicarious experience of your offering will be consistent with the actual experience. Less frequent updates can create dissonance when it comes to the purchasing phase.

ritual

Depending on the kind of value that your content offers, providing it in a frequent and predictable manner can potentially increase its effectiveness by transforming it into a habit or ritual for the audience. Educational or personal development offerings are good examples of content that may benefit from this approach.

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Each of these benefits of consistency is predicated on a fairly high-touch method of content creation. When high-frequency is combined with outsourced or automated generation, there’s a good chance the underlying motivation is exploitative.