This tweet from one of my favorite writers has incepted into my mind:
PSA: you don’t have to send your newsletter every week. Send it as often as it’s actually interesting.
I’ve seen no marketing evidence that you have to “stay top of mind” at a high frequency.
In an era of extreme content saturation, consistent high quality stands out.
At first I was offended. It felt as if my weeks of showing up consistently in Upstream was discounted. But putting my pride aside for a second and there is much truth to this idea.
We are in an era of extreme content saturation. There is no top of mind when readers are bombarded with content everyday (there are 4.4 million blog posts that are published per day).
In a world of intense noise, quality is the signal that stands out. And if signal is what we’re after, it’s unlikely epiphanies come at a weekly cadence.
The advice that we have to publish consistently conflates the needs of the creator and the experience of the reader. Creators do need to develop a habit of consistently creating and shipping work, but it doesn’t mean it has to be a content strategy. Readers don’t have to read everything you write.
It’s counter to 99% of the advice out there and the advice I’ve given. But what’s worked for the past 20 years will not neccesarily work work for the next 20.
Quality does matter. If we were to fully prioritize quality over consistency, then the practice would be to focus our energy on doing the best work and share it when it’s ready not because it’s Monday morning.
Definitely something to think about.