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November 17, 2016

5 Foundations to Ensure You Publish Your Best Online Content, at the Best Time

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When it comes to blogging, timing is everything. When you post a compelling blog on the right platform at the right time, people go wild – and rightfully so. There’s something deeply satisfying about good content posted at a great time. In addition to fulfilling people’s needs, it also provides a sense of relevance and approachability.

Because of this, it’s essential for bloggers to master the art of “right place, right time.” If you think this is easier said than done, though, you’re right. Read on to learn more about why this approach is so critical, and how you can bring it into your blogging.

2 Things to Consider When Deciding When to Post Your Blog

When it comes to deciding where you’re going to post your blog, think about the following things:

1. If the platform you’re choosing is the right one to reach your audience

Say your audience loves Facebook, but you’re publishing this post to Twitter. If this is the case, you’re going to miss out on a fair amount of traffic you could enjoy, simply because your choice of platform is off. To avoid this, ensure that the platforms you choose are in-line with what your audience wants and needs.

In addition to making your content more visible, posting it on an in-demand platform will also serve to ensure your relevant audience sees it, and that it gets as much engagement, traffic and attention as possible. This, in turn, helps broaden its reach and ensure that it’s making the rounds it should.

2. If the time is right to post your content

In addition to deciding where to post your content, you’ll also need to decide when. While it can be tempting to post your content at a strange time (midnight, for example) assuming that people will see it nonetheless, it’s wise to avoid this approach.

In addition to the fact it could backfire (most social media algorithms will have sorted your post out by the time your readers sit down to scroll, either because it’s “old” at that point, or because more relevant posts have since been made), it’s also not the most efficient use of your time.

With this in mind, ensure that the moment you choose to make your posts is also the moment when they’ll be most popular and easy to view among your audience.

How to Post the Right Content at the Right Time: 5 Smart Tips

You want to post the right content at the right time, but how do you do it? Luckily, this is easier than it sounds. Keep these things in mind as you seek to post your upcoming content:

1. Write content that caters to a niche

The niche you work within is like the foundation of a house: it determines how everything else plays out. If your niche is poorly defined or off-base, you’re bound to have a disappointing content experience. If it’s right on, though, you’re better equipped to post the right content at the right time.

With this in mind, be sure that you’ve done the legwork required to define and identify your niche. If you’re guest posting, for example, you want to be sure the content you write caters to the niche of the guest post audience, which is not necessarily the same as your audience.

If you’re writing your own content, you’ll need to be sure that what you’re writing caters to the niche and interests you’ve defined for your audience. The more closely it does this, the more likely it is that your content will succeed, both with your audience and with a guest audience.

2. Match your content type to your platform

Content platform is almost as critical as content type. Because different types of content perform better on certain platforms (videos on YouTube, for example, and infographics on Facebook), ensuring that you’re matching your content type of choice to your platform of choice is an effective way to ensure your content is well-received.

With this in mind, be sure to match your content to the platform you’re posting on. Long-form blog posts, for example, may be best on your own site, while shorter, catchier posts might perform better on a guest site.

3. Keep your tone appropriate for the content

Tone is everything in online writing, and ensuring that your tone is appropriate for the content you’re writing can go a long way toward ensuring it performs as well as possible. With this in mind, keep your tone matched to the content you’re writing.

Controversial pieces will require a platform that encourages healthy communication, like LinkedIn, while more viral pieces will do well on a platform like Facebook. By keeping your tone appropriate for your content no matter what you do, you can ensure it does as well as possible online.

4. Post evergreen content

In many ways, evergreen content is always the right post at the right time. By covering timeless topics in a broad and in-depth way, bloggers can easily create a content strategy that has value far beyond its publication date.

What’s more, since evergreen content can be a widely shared type of content when it’s done right, publishing it accordingly can help you reap the rewards of a far-reaching content strategy.

5. Pay attention to current events

Current events can be a great guideline for when you should publish content. Have something interesting to say about the election results? Now would be the time to talk about it.  Having something to contribute to current events and current topics is a great way to stay relevant and exciting in your industry, and it can go a long way toward helping you get noticed.

The Right Content at the Right Time

Publishing the right content at the right time is more than just a good trick, it’s a necessary piece of marketing prowess that can help you go far. By mastering these five publishing tips, and using them in your marketing, you’ll find yourself posting the right content at the right time far more often.


Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.