Timing is (almost) everything in content marketing
Like many forms of advertising, content marketing can be strengthened based on the time, including day and hour, that a company posts. Depending on the time frame that a company puts content live on its blog or social channels, there are often significant changes in the likelihood that buyers will see it or respond to it. In terms of lead generation, timing, as they say, is everything.
However, not all channels behave in the same way. A company's blog will see the most traffic and engagement at one point, while its LinkedIn posts will gain traction at an entirely different time. Here is a closer look at several platforms that businesses regularly use to deliver content and how they can be made stronger:
As the reigning leader for B2B social media marketing, LinkedIn is a crucial tool for businesses hoping to connect with an audience of professionals, organizations and thought leaders. As a result, the ideal time to post content on this social network is outside of working hours, such as 5:00 p.m. to 6:00 p.m. (1). At the same time, it's advisable to post during these times on Tuesday through Thursday because these are the days when businesspeople tend to visit social sites with the greatest frequency.
This social platform has become an indispensable tool in many B2B marketing campaigns, but its users tend to behave quite differently than other sites. For instance, the most popular day for posting content to Twitter is Thursday and the largest portion of people post between noon and 1:00 p.m. On the other hand, the day the social platform has the greatest impact is on Sunday. It's also most effective to tweet between 10 p.m. and 11 p.m.
Given the importance of search engine optimization, maintaining a healthy blog is central to making sure buyers can find a company's site during the research phase of the sales cycle. Depending on the company's strategy, the marketing team may wish to avoid posting content on the most popular days, which are Tuesday and Wednesday during the late morning. The reason behind this idea is that he most effective day is Saturday. Although it falls outside of the workweek, the weekend gives readers more time to delve deeply into blog posts to get the most value out of them.
As many companies have multiple campaigns running concurrently, it may be beneficial to establish a content calendar to ensure articles and posts have the strongest impact.