What gives a brand content series a reason for people to return?
Evelyn Parker discussed audiences following a continuing story. For a professional site, the practical version is to choose a question that can develop over several pieces, and skip splitting one answer into arbitrary installments.
Define where the reader starts and what each entry adds. One article might explain a decision, another show an example, and another take on a difficult exception. Each should still be useful to someone who lands on it alone.
Keep a short plan for the progression, and don't promise a frequency the team can't maintain. If the series follows real work, separate what happened from what you hope to learn next.
Give returning readers a clear way to find related entries, and keep navigation and summaries accurate as the series changes. A link shouldn't stand in for answering the current article's question.
Decide when the series has done its job. It can end, pause or become a reference resource. The reader's reason to return is another meaningful development. A publishing slot to fill doesn't count.