In a new study on content marketing by TrackMaven, a platform that provides “competitive intelligence for digital marketers” (according to their website), even though 87% of marketers schedule their blog posts during the work week, those scheduled on the weekend actually get more social shares (especially Saturday). Furthermore, while the majority of blog posts are published from 9 am to 6 pm eastern, posts that are published between 9 pm and midnight eastern are shared the most on social media, with the hour of 10 pm getting the highest engagement overall.
The secondary spikes in social engagement depending on blog post publishing time were (all in eastern time):
- 4-6 pm
- 7-8 pm
- 1-2 am
Because of these shifts in what marketers thought of as the most popular time for blog publishing (in order to gain engagement), TrackMaven recommends that companies try to connect with their target audience, no matter the industry, outside of normal working hours. As the study has proven that content marketers who publish outside normal working hours of 9-6 get higher than average engagement, it’s a worthwhile strategy to try, for at least one blog post per week.
Additional Content Marketing Findings
Other findings from TrackMaven’s Colossal Content Marketing Report include:
- Blog posts get the most social shares when they contain around 40-60 characters in the title. The longer or shorter the title, the less shares were reported.
- Titles that have a single question mark get double the amount of shares as titles with no question marks
- Tweets accounted for almost 39% of all social shares
- Use standard capitalization (title case) for blog titles to get the most social shares
The report can be downloaded on TrackMaven’s website.