Part 2 in a 4-PART FOCUSED series OVER TWO WEEKS
(Read Part 1)

Consistency is one of the most reliable predictors of long-term growth for blogs, newsletters, and creative platforms. That’s why the advice to “pick a day and stick to it” is so often repeated (and for good reason).

But like most good guidance, it isn’t absolute.

If you write…

• Blogs
• Substack or newsletters
• Long-form essays with long-form thinking
• Thought leadership content
• Educational or reflective posts
• Posts to build trust, depth, and authority

This is for you. (Read on.)

There are moments when deviating from a steady posting rhythm is not only acceptable but strategically wise. The key is to understand when an exception supports your work and when it quietly undermines it.

This article is about those exceptions. Not loopholes. Not hustle culture. But thoughtful, research-aligned reasons to temporarily change your posting frequency without confusing your audience or exhausting yourself.

Exception #1:
Launching a brand-new blog (or relaunching an old one)

When a blog is brand new, posting once a week can feel responsible, but it can also slow early traction.

Why? Because readers and search engines alike are trying to answer the same question:

What is this site really about — and is it worth returning to?

Early-stage blogs benefit from critical mass. Research from Orbit Media’s long-running blogger studies shows that higher-performing blogs tend to have more content overall. They also have a clearer topical focus and stronger internal linking — both of which are easier to establish early on than over years.

Practically, this means that frontloading content at launch can help get readers and followers.

• Visitors can immediately see depth, range, and authority.
• Search engines can index topic clusters more effectively.
• New readers are more likely to subscribe when the substance is visible.
• Your voice and point of view become clear faster.

This doesn’t mean posting every day forever. It means publishing a small set of cornerstone pieces in a short window so the blog has weight from the beginning.

If this is you, here’s a common, sustainable approach:

• Create 5–10 evergreen, foundational posts.
• Publish the posts over 2–4 weeks.
• Follow the posts immediately with a consistent weekly or biweekly cadence.

Frontloading isn’t about speed.
It’s about establishing gravity.

Exception #2:
A clearly defined, time-bound series

Another valid exception is a short, intentional sprint that is framed clearly for your audience.

When you’re writing…

• A themed series
• A month-long exploration of one topic
• A limited run tied to a project, book, or event

… then it’s strategic to post quickly.

Research on attention and novelty shows that people engage more readily when increased frequency is clearly contextualized. In other words, readers are far more receptive to “I’m sharing a focused series over the next two weeks” than to a sudden, unexplained surge in posts. (Notice, I’m doing this right now, with this series.)

The difference matters.

A sprint works when…

• It has a defined start and end.
• The purpose is clear.
• The return to normal cadence is also strategic.

The problem isn’t posting more for a short time.
The problem is posting more without telling people why.

The rule of thumb: sprint with intention.

Exception #3:
Platform-specific mechanics (blogs vs newsletters vs socials)

Not all platforms reward consistency in the same way.

Blogs, especially, benefit from frontloading and clustering because…

• Search engines index depth and topical authority.
• Readers expect a library, not a feed.
• Posts live longer and compound over time.

Newsletters are different. Inbox fatigue is real, and research consistently shows that over-sending increases unsubscribes. That’s why weekly (or even biweekly) remains a strong default for email-based publishing.

Social platforms operate on different mechanics altogether, favoring frequency and presence over depth. (That’s a separate conversation we’ll explore in Part 4 of this series.)

The important point here is this:
An exception that makes sense for a blog may not make sense for a newsletter, and vice versa.

What research consistently warns against

While exceptions exist, research and creator case studies are remarkably consistent about what doesn’t work:

• Frontloading low-quality or rushed content doesn’t work.
• Extending a sprint indefinitely doesn’t work.
• Training readers to expect an unsustainable pace doesn’t work (it exhausts and removes followers).
• (Confusing early momentum with long-term rhythm burns out writers and readers.)

Studies on creative burnout and overextension show that creators who push too hard early are more likely to disappear later. In other words, early intensity often trades off against longevity.

The goal isn’t to impress quickly.
It’s to last.

A simple, sustainable model that works

If you want an approach that balances growth, clarity, and creative health, this model shows up again and again in successful long-term publishing:

Phase 1: Establish

• Frontload cornerstone content (5–10 posts).
• Publish over a short, defined window.
• Clarify your voice, scope, and value (both on the site/blog and in the material).

Phase 2: Stabilize

• Shift to a predictable weekly or biweekly cadence.
• Post the same day at roughly the same time.
• Protect quality over volume.

Phase 3: Expand (this is optional but can be really effective)

• Add series, guest posts, or repurposed content.
• Increase frequency only if capacity truly supports it.

Each phase has a purpose. Problems arise when phases blur.

The takeaway worth keeping

Consistency is powerful, but intentional exceptions are part of a healthy creative system.

Frontload to establish trust.
Sprint to explore something meaningful.
Then return to a rhythm that lets your work breathe.

Predictability builds relationships.
Sustainability builds careers.

And both matter far more than posting “as often as possible.”

Cheers,
Erin

Read Part 1: How Often Should You Really Post? The Science Behind Posting Consistency, Burnout, and Growth
Read Part 3: (coming soon)
Read Part 4: (coming soon)

Erin M. Brown, MA, MFA, is an accomplished author, communications expert, and consultant with more than 25 years of experience helping writers craft powerful, emotionally resonant stories across fiction, screenwriting, and professional writing. A published author of more than twenty books and an experienced university instructor in writing, communications, and narrative craft, she has developed complete writing programs, trained professional writers globally, and served as a competition judge for national competitions evaluating story craft and writing excellence. For over 20 years, she has guided countless authors in strengthening structure, deepening character, and elevating storytelling voice.

Erin has served as a Marketing Director for a global company and as a Senior Strategist writing content for Fortune 500 companies (including H&M, Marks & Spencer, Lilly, Bayer, CVS, and more). She has taught writing, communications, and leadership and management at three universities and designed multiple university writing courses and entire programs.

Today, Erin consults weekly with both nonfiction and fiction writers and speaks nationally. Known for her warm expertise and clear, practical teaching style, Erin specializes in helping writers gain confidence, clarity, and mastery on the page, so their stories and messages truly connect with readers.