Quality content ain’t easy. If you’ve been putting your heart into creating valuable marketing assets week after week for your B2B audience and still aren't getting the engagement you deserve, your content cadence could be the culprit.

Planning a strong content cadence involves so much more than deciding how often you’ll publish blogs and social media posts. Today we’re breaking down what content cadence is and how to use it for optimal audience engagement and marketing ROI.

Content cadence and content frequency are related, but there’s a significant difference between the two:

Content cadence: refers to the overall rhythm of how content is published and distributed to maintain engagement. It involves planning and organizing valuable, need-meeting content to ensure a consistent flow across marketing channels.

Content frequency: refers to how often content is published or shared within a given timeframe. It reflects the number of times content is released in a weekly, monthly, or other defined period. Content frequency is a component of a broader content cadence that focuses on the rate at which content is delivered.

Think of content cadence as setting the pace of your marathon and content frequency as the number of steps you take per minute to reach the finish line. Both are important, but at the end of the day, content frequency is just one element of a larger content cadence.

Here’s how a strong content cadence positions your brand on the right channels, at the right times, with the right tone and message.

Different stages of the buyer’s journey require different types of content. Before you think about your publishing schedule, make sure you’ve taken the time to study your buyer persona and identify what they need at each step of the journey.

Balancing demand and quality is a perpetual challenge for B2B marketers. And the hard truth is, you can’t always have both. With Google's latest search update targeting AI-generated content, you can't afford to cut corners on quality. For a content cadence that not only improves your search engine optimization (SEO) rankings, but also supports your lead nurturing efforts—you need an actionable plan for balancing quality and frequency.

In today’s always-on environment, even B2B buyers like to consume content in a variety of ways. A strong content cadence includes a mix of formats, including webinars, blogs, ebooks, social media posts, podcasts, and more to give your audience the content they need where and when they need it.

B2C or B2B, buyers are human just like you and me. And humans trust consistency. A strong content cadence includes a well thought-out marketing calendar to plan and schedule your content releases and build trust with your audience.

Partnering with subject matter experts in your field is a great way to fuel your content cadence. Whether it’s industry influencers, brand partners, or customers, the right content partnership can extend your reach while adding an additional layer of credibility to your content.

As with all things marketing, you’ve got to recalibrate before you can effectively rinse and repeat. Does your audience prefer quarterly deep dives and daily snackable social media content? Or do they want to reach a juicy thought leadership piece every week? Analyze the performance of your content over time to ensure that your cadence remains effective.

With a strong content cadence, you can align cross-functional teams and deliver more value with each campaign. Here are some of the key reasons it’s important to set an effective content cadence.

Nearly 20% of marketers named increasing engagement as one of their top goals this year. When you’re up against long B2B sales cycles, having a consistent content cadence keeps you in the conversation as the weeks pass. With enough consistency, it could even help accelerate the revenue pipeline.

Believe it or not, 68% of B2B marketers say their sales team understands the importance of brand building. In a competitive market, regular content production helps you get seen by new audiences. By showing up with the right content at the right time, you can secure your position with potential customers— even as the noise from competitors gets louder.

Each week, B2B content marketers spend an average of 33 hours on content creation. That’s approximately 82% of their week. A regular content cadence helps you keep the wheel moving by putting certain types of content on autopilot (e.g., weekly social media posts, monthly blogs, quarterly research reports, etc.), while freeing up bandwidth to take part in important conversations about the latest trends and developments in your market.

Learn everything you need to know to launch a successful event series. Bookmark Goldcast’s guide to creating a digital event series and start publishing quality content at scale.

With more channels and more competition, there’s a lot to think about when setting a solid content cadence. Publish too often and you run the risk of good content getting missed. Don’t publish often enough, and you risk getting buried under the competition.

So what’s a marketer to do? Let’s take a closer look at some of the latest strategies that can help you set an effective content cadence for your brand.

If you’re looking to consistently produce high quality content at scale, an event series could be the ticket. “We know that people develop a relationship with a series and with the host, in a way that is completely different from the way that they would behave toward one-off content,” said Ian Faison, CEO of Caspian Studios.

From Spotify to Netflix and even the silver screen, audiences love serialized content. By delivering proven value at regularly scheduled intervals, you can satisfy their “anytime, anywhere” demand for content with one powerful event series.

Digital events are peer-led, persona-driven and delivered in a long-form format that’s perfect for repurposing across channels. Here’s just a couple quick examples to get you started:

• Edutainment: Sure, your audience wants information. But they also want to have a good time. In Qualified’s Pipeline Visionaries series, the team includes an “uncuttable budget item” segment that’s wildly popular with attendees. After the event, repurpose these insights into micro content to engage their audience across channels, while building awareness for future episodes.
• Thought leadership: If you’re in a competitive category like HR tech, an event series can been an extremely effective way to build a dedicated following. In HR Unplugged, BambooHR’s Head of HR, Anita Grantham takes on some of the biggest topics in the world of work. The live event doubles as a podcast, offering followers the option to watch or listen.
• Live demos: The marketing team at Netskope hosted an Experience Netskope series consisting of eight live demos covering key threat protection use cases and positioning Netskop’s leading data loss prevention as a solution. This product-led event series helps customers get hands-on with the platform, increasing customer adoption and retention.
• Customer education: The team at 1Password hosted a five-part mini series called Tiny Tutorials to help accelerate customer onboarding for smaller accounts, while extending their reach to new audiences. “We wanted to make sure it was repeatable, scalable, and something that could really drive value,” explained Nicola Plate, B2B Marketing Campaigns Manager at 1Password.

Looking for more examples? Don’t miss these 6 powerful event series for B2B brands.

Some brands host weekly series, others do biweekly or monthly. While there’s no hard-and-fast content frequency for planning your event series, there are a few critical factors that will help ensure its success.

According to experts like Ian, the four factors that make a great event series are: 1.) the series should be peer-led 2.) it should have a focus on edutainment, 3.) it should use a multi-channel, multi-format approach, 4.) it should have a consistent, repeatable format.

Get the complete event series playbook in the Goldcast Event Series Masterclass. Watch now to access the strategies on demand.

OPTION TO ADD VIDEO: Why Brands Should Invest in Serialized Content | Ian Faison | Goldcast's Series Masterclass

Your marketing mix will undoubtedly include at least some presence on social media, whether that be exclusively LinkedIn or a mix of other social channels. Once you’ve determined the type of content you’ll be sharing, you can start thinking about your posting schedule. Here are some of the top recommended social media publishing frequencies, according to Hootsuite:

• Instagram: 3-5 times per week
• Instagram Stories: 2 times per day
• Facebook: 1-2 times per day
• X (Twitter): 2-3 times per day
• LinkedIn: 1-2 times per day
• TikTok: 3-5 times per week

If you’re using your webinar program, virtual events, or podcast to fuel your content pipeline, you can easily repurpose both your video and audio content into teasers, highlight reels, and even audiograms for social media using a tool like Content Lab.

Clips, blogs, emails, and more. With the combined power of Goldcast’s digital event platform and Content Lab’s smart repurposing tools, you can transform your event recordings into a range of content formats, in a matter of minutes.

According to research, a third of marketers send emails on a weekly basis and 63.3% say they reduce email frequency for disengaged subscribers. While there’s no hard benchmark for email frequency, it’s important to make sure you have a clear and value-led reason for arriving in someone’s already crowded inbox.

Whether it’s offering an original research following a quarterly thought leadership event, or embedding a video teaser for your next webinar, the best strategy is to align your email marketing with the rest of the pieces on the board to create a cohesive experience for every subscriber on your list.

Did you know that 72% of B2B buyers consume at least three pieces of content before making a purchase? With a strong process for repurposing your content, you can reach multiple audiences with the same high-quality source material.

In Content Lab, AI can help you generate social-ready clips from any video, create engaging social media posts, audiograms, multi-modal blog posts with combined text and video, and so much more.

Find out how brands like Qualified are scaling an effective content strategy, with a successful event series at the helm. Try Content Lab today and start executing a content cadence that works.