The Economics of Content Creation (or Why Most Roundup Posts Are Awful) - Alex Birkett
Curated from: alexbirkett.com
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Cheap content isn’t worth it
The cheaper the content, the more competitive it will be to break through the noise. The barrier to entry is wildly low to write a roundup post (you don’t even need to write anything, really). Therefore, more people will enter that space, and you’ll have a harder time standing out.
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Expensive content is hard to recreate
However, if done right, an expensive content strategy can be a powerful moat. The more expensive the content is to create, the harder it is for people to replicate what you’ve done. No one in the world can write the way Tim Urban does. You can’t compete.
This is often the case with powerful thought leadership and original research. Many will try to replicate it, but it’s very near impossible to beat the initiator.
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Cheap content makes more bad than good
This thought is really what led me down to the idea of “the cost of content production.” It started out as a cynical brush off towards bad content creators and led to a somewhat pragmatic angle on content marketing strategy.
However, I’d feel bad if I left out my thoughts on why cheap content may actually externalize its cost to the reader. In other words, cheap content is probably contributing to a worse world (or at least a noisier world) and many of us are complicit.
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What content is more important - avoid opinion pieces
Further, I’ve found that opinionated pieces tend to be pretty valueless, in aggregate. How to pieces, walkthroughs, and data-driven content seem to be pretty important, especially when you’re trying to solve a specific problem.
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