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| TechCrunch Clearly controls "When and Where" strategically. Make sure you define a strategy. |
It may seem like internet sites can be static, universal (i.e.
global), and timeless. That would get us to think of content creation
and publication also as static and globally uniform. But that is not
always the case. Today product sites, especially blogs, are timely
sources of information. They are also a good place to voice opinion
and shape ideas. When assuming a static and global reach, it can be a
bad assumption and can cause writers and publishers to fail (or at
least lose content effectiveness.) This brings up the question of a
“When” strategy. Essentially when is content going
to be published, how often, and in response to what news or
information. There are two key factors in timing publication of blog
articles: publication frequency and timing. Blogs as information
channels, either publish news or editorials on demand, when an event
happens, or on a regular schedule (i.e. every morning or once a
week). Blogs serving as aggregators or marketing-publishing channels
usually publish on a regular basis on a daily or weekly schedule.
Giving readers a steady and regular stream of articles is a sure way
of establishing habits with regular readers. People with start
reading your articles on a regular basis. Strategic decision on
publication and promotion timing is not a simple matter of looking at
Google statistics (as in search interest or advertising cost). If you
have a unique blog with a new approach, you may have to test
different timing techniques. “When” strategy
development may take a test and adjust process. It also
depends on other factors such as resources: how many original
articles can you develop in a week on a steady basis? This means
developing a starting strategy and adjusting as the work starts
taking shape.