Tick Tock: How to Master the Art of Timing for Content Marketing

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AUGUST 2017

Picture this scenario: You’ve written a great blog post. It has all the ingredients to go viral. You’ve optimized it for search engines, sprinkled keywords at regular intervals and published it. Unfortunately, your lofty dreams are smashed into pieces when the post is barely seen by your target audience. In fact, it’s done worse than some of your other not-so-good posts. What went wrong, you ask? The answer: Timing.

The Importance of Timing

Timing is crucial in business and it’s even more so in the world of content marketing. An blog, article or social media content won’t be seen by potential customers if it isn’t posted at the right time. Publishing content at the right time and in the right medium enables you to fully utilize your limited resources (such as time and money). Content is important but choosing the right time to share that content in the world is equally essential. It’s all about being at the right place at the right time.

Now the more pertinent question to ask is: When is the right time to publish content? Well, that depends on the type of content you’re referring to.

Topical Content

Experienced content providers know that there are two types of content: Evergreen and Topical. Evergreen content, as the name suggests, refers to content that does not go out of date. This type of content remains useful to customers for several years. Time is not important when it comes to publishing this kind of content.

On the other hand, topical content refers to content that is based on trends, holidays and festivals, news items, fads, industry developments, etc. Content marketing tips from experts suggest that timing is vital. Publish a topical blog too late and no one reads it. Publish it too early and you may not have all the facts right and people may not be searching for information on it just yet. Ideally, businesses should have a healthy mix of both topical and evergreen content.

A good content marketing plan focuses on capitalizing holidays and trends to create the most relevant posts. You can do this by looking at all the holidays, festivals, celebrations and other important events for the year and planning your content in advance. For example, you can plan Christmas and New Year’s Eve-themed articles, write it and then publish them just before people commence Christmas shopping for their family and friends.

Real-Time Content

Apart from publishing topical content on important holidays, businesses should also focus on getting real-time content out there. This form of content usually involves a very newsworthy item. Potential customers may be looking for more info on this news and businesses should capitalize on the frenzied search for data. Often, real-time content comprises of political news and changes in existing laws but it can also include surprising socio-economic developments, funny news items and scandals.

Delivering Content at Different Points of the Buying Process

When it comes to timing and the range of useful content tips doled by content marketing experts, none are more vital than delivering valuable content at different stages of the buying process. Chris Marr of the Content Marketing Academy urges business owners to examine the different stages and using a traditional sales funnel approach for creating content.

Interested buyers typically go through an awareness, interest, evaluation, decision, purchase, re-evaluation and repurchase phase. Content should incorporate these stages by:

  • Answering customers’ questions and solving problems (awareness and interest)
  • Giving information on your products and encouraging them to buy it (evaluation, decision and purchase). This is particularly beneficial if customers are on the fence about whether they should buy from you or not.
  • Advocating your brand (re-evaluation and repurchase).

Publishing Blogs at Different Times During the Day

A study done by KISSmetrics found that the best time to publish blogs to get maximum traffic is Monday at 11 am EST. However, if you want ample comments and increased engagement, putting up a new post on Saturday at 9 am EST is fruitions. It also found out that, on an average, most people read blogs in the morning. Moreover, men tend to read blogs in the evening and at night.

Additionally, Trackmaven’s study found that content published on Saturdays and Sundays tended to get most social media shares.

While these findings are certainly helpful they should be taken with a pinch of salt. Why? Because these are general statistics that might be different for your customers. In order to find out the best time to publish your blogs, it’s essential to use Google Analytics – a tool that helps you monitor your site’s traffic by giving information on page views. You can measure traffic at different times of the day.

Try publishing new blogs at different times of the day and week. Use studies as a starting point. In a couple of weeks, you will know which time period works best for you and which does not. In fact, you might get some insights into your customer’s reading habits and free time since blogs are usually scanned during leisure time.

Closing Thoughts

Hopefully, the above content marketing tips will help you gain a significant amount of traffic, enhance customer engagement and boost social media shares for your content. Spending a little time and energy into learning the best time to publish articles will go a long way in reaching the right people at the right time. As American author Ursula K. Le Guin so aptly pointed out, “One must work with time and not against it.”

If you’re having problems publishing valuable content at the right time, feel free to pick our brains at Iris Content for useful content tips. We have a gifted team of writers that effectively craft content that meets business demands and hooks customers from the get-go.

Want to learn more how to leverage your online content for better results? Our newest eBook has the answers. Learn how to become a content superhero with just a few smart tricks from this imaginative collection of content marketing tips. Order one content piece today and get the eBook for free.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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