Content marketing is marketing. So it should serve your business goals, take into account the needs and the behavior of your different ‘audience’ segments and finally be relevant for the audience and optimized from the perspective of the costs, benefits, and resources (for instance, by having a good mix of external partners and an in-house content marketing expert team).
These elements have an impact on the frequency of putting out content via the different channels you use. Frequency is important, but it doesn’t mean you should create content on all platforms every day. Let’s take blogging as an example.
When you blog you create expectations among your readers, also regarding frequency. If you blog a lot for a while, and then you stop, it’s impossible to create a valuable and lasting dialogue. Setting these expectations at the beginning is important. Find the right mix and certainly do the math on the cost and return on your blog efforts, compared to the needs of your readers and direct and indirect goals.