A couple of years ago I wanted to earn enough from ads, so that I wouldn’t rely on any other monetization options.
The result? I was posting anywhere between 8 and 16 articles every single day. Most of them were easy to write and publish, such as a “Quote of the Day” or a basic showcase of a featured artist.
The truth is that, yeah, my traffic increased (and thus my advertising income), but the rhythm was so insane I ended up loathing the thought of having to even look at my WordPress Dashboard.
Now, I believe that the vast majority of bloggers deploy a similar strategy. They think of their blogs as online publications, and they often fear that not publishing often will lead to readers abandoning them.
But the truth is that readers are slowly abandoning online publications for something else, and I do think you should change your content strategy before it’s too late.
In 1999, there were 23 blogs. In 2006, there were 50 million blogs. Today, there are more than 500 million blogs.
Almost 70 million articles are being published every single day.
Add to that the ever-increasing flow of new social media posts, podcasts, YouTube videos, and you can feel the mental exhaustion readers feel when it comes to consuming content.
In other words, there are more books, articles, podcasts, apps, and social media posts than ever before. Therefore, it is impossible to consume everything.
More so, the constant increase in content is being met with a sharp decrease in demand. Most of the overall time, energy, money, and attention is being concentrated around blockbuster content, the type of content that everyone seems to love and share.
In their 1995 book The Winner-Take-All Society, economists Robert Frank and Philip Cook argued that the rise of technology that allows us to create and share content effortlessly creates a dynamic where a small percentage of said content becomes disproportionately profitable than the rest, while consumers become even likelier to obey the rules of social proof.
It’s easy to share content, but everyone wants the best content available, no matter what.
For more on this topic read Harvard Business School professor Anita Elberse ‘s research.
Increasingly, readers are focusing their attention on fewer, high-quality articles. The web operates on the same model as anything else, where 1% of creators enjoy 99% of the attention.
That’s why the following principle, one I’ve talked about previously in my guide, How to Write a Blockbuster Article, makes an awful lot of sense:
The best content strategy is one that prioritizes an interconnected series of articles that form a library of content, not one that focuses on an endless feed of articles.
Rather than sharing articles one on top of the other, we are trying to build a library of related content.
A Vicious Circle of Popularity
Contrary to popular belief, this is how the vicious circle of popularity actually looks like.
Frequently publishing low-effort articles is probably the most underrated reason why most new blogs fail.
This cannot be understated.
The higher quality an article is in terms of the ideas, notions, and steps it shares, the more it will be shared by readers.
This, in turn, feeds the perception of being a high-quality article, since it gets shared and featured and aggregated and mentioned by a lot of other bloggers and online outlets.
Proof of this is the growing popularity of curated newsletters, message boards, and apps that look for the best content on the Internet to featured.
Take The Browser for example. Every day, they send a newsletter to over 50,000 subscribers and recommend five articles that are worth reading.
Because of the instant availability of so much content, readers…
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