I’ve been there, Shawn! I’d go with twice a month as a minimum. Think of the rest as a bonus, and make sure the quality is there on every posting. I have 2 young kids of my own (3 1/2 & 1 1/2) & find that it’s helpful to schedule alarms on my phone during naptime or after the kids’ bedtime so I have no excuse not to get it done! I use holidays as topics of conversation all the time (post about sugar or candy on Easter, running on Marathon Day, turkey around Thanksgiving, beer on St Patty’s Day). I’d try to post a few weeks to a few days before the holiday when the hype is highest. Good luck!
I know it has been a while since you posted this question…did you find the answer you wanted or did you find a schedule that works for you?
I am definitely in agreement with LaRue. I want to provide quality over quantity even though SEO and Google prefer a few times a week at the very least for posting new content.
So to find a balance, I really dedicate some time to either researching any new or old gym industry idea, controversy, or promotion, a few times a week and then writing about how I would possibly handle the same situation if I was to implement it at my gym. Generally, although I might find a few good topics and spin off topics, I walk away with one post weekly if I try to find feedback in the fitness community.
I hope this helps and you found something that works for you!