oooh, good question :) What I’m encouraging my clients to do is aim for one per quarter BUT that depends a lot on the size of the core piece of content and also how aggressive the company wants to be with their marketing plan. A really in-depth piece could support a core content strategy for 6 months.

From my experience at RJMetrics, I know that when we released our first benchmark report we were blown away by the results. Immediately our response was, let’s do more of these! We’ll publish one every quarter! In that scenario, we saw diminishing returns from the other benchmark reports. There could be a few reasons for this — we were doing more in-depth analysis that had a narrower audience, we were covering less popular topics (the holidays), maybe we were exhausting our audience? What I DO know is that 8 months later we were seeing interest in the original report actually increasing. So we went back and started creating supporting content around it, like doing partner webinars. In other words, we got tired of the content loooong before our audience did, and there was a lot of value we were just leaving on the table.

That’s a very imperfect answer :) I hope to have a better one after running more of these campaigns with a broader range of companies.