When is the best day to blog? What time of day should I add content to my website? How often should I write articles? These are the kind of questions that many website owners ask because they want to be sure they engage the highest number of people as possible.

Many “experts” suggest things like “you must blog every day” or “you must never add content on a Monday” or other such nonsense, even though it seemingly makes sense. The “anti-Monday” brigade, for instance, suggest that people are too busy catching up with email after the weekend to take notice of your blog. Sounds as though it makes sense, but do they have evidence to back this up?

Real, actual, substantial evidence has, however, emerged this week with the publication of “The Colossal Content Marketing Report” which looks at 1.2m blog posts from over 4,500 leading blogs. The report reveals some interesting facts which could well change your content schedule.

For instance, when it comes to sharing blog posts on social networks the majority if this happens at night and at the weekends. Yet most content is added during the day and on weekdays – precisely the opposite to when readers seem to be accessing content.

Similarly, many blog posts contain relatively short headlines, of up to 40 characters. Yet it is the longer headlines that lead to most sharing. That’s probably because they explain the content more clearly and therefore can be more easily shared.

What this study suggests is that people appear to be “saving up” their engagement with online content to times when they are less busy. It implies that if you want the greatest impact from your content then publishing it when people are most likely to see it is a good idea. (You may well see this article re-published and re-Tweeted late at night or over the coming weekend…!)

It is no coincidence that my newsletter is published on Saturdays.