Niche Media Publishing This Week

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Welcome to this week's issue of the Niche Media Publishing Newsletter.

Before jumping in, a quick word from today’s sponsor:

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Let’s get started with this week’s topics.

Repurpose & Redistribute vs Easy AI

Do you remember when AI content generation tools first hit the market?

The feeding frenzy of AI-spun content felt like the wild west for taking the “easy way”.

But now that we are a couple years into it, I’m starting to see a key differentiator.

AI content is fairly easy to spot. And it’s not JUST because of the stylistic elements (there’s that too).

The hallmark of AI content is saying a lot without moving the ball forward. There’s no information gain. A rote summary of common knowledge.

AI may have raised the floor out of the gutter, but it’s similarly pushed the expectation for true signal, much higher. In a world of carbon-copy content, original thought sticks out like a sore thumb.

The easy path of “effortless” AI content is a bit of a mirage, then.

Rather than spending time scaling wide, with (now) low value scattershot, I’m more interested in leveraging AI (and other tech) to repurpose & redistribute.

1. Create best in class, original content.

2. Repurpose across mediums.

3. Distribute widely.

The other potential side benefit is that when big tech does figure out how to properly compensate creators (by choice or by law), truly original thinking stands to gain more “royalties”.

So the “content generation” AI tools are less interesting to me than the content repurposing tools (like my fav Castmagic).

The Rise of Audience First Content

Connected to this idea of syndicating & repurposing content is the idea of speaking to your audience, not the algorithm.

Scott Purcell (founder of Man of Many) has a great deep dive covering this in depth:

My take: Clicks will always matter at some level for brand discovery. I do agree that the end of the “golden age” of clicks as we know it is at hand.

Conversely, services and specialists who can still generate “clicks” may be the real rainmakers, but with less durability. A world with fewer, easier to get clicks from Google, means traffic acquisitions

But if you are playing the long game… community and audience building is the durable (incremental, but reliable) growth strategy.

Deeper audience relationships on “owned” (closed or “drawbridge enabled”) communities, with maximum repurposing & redistribution seems like the path forward.

Need Traffic? Want to Build Community?

I’m “all in” on Reddit right now as the fastest way to acquire users and build community.

As such, my course is a fluid, evolving project. I’m adding new modules weekly!

Google Wastes Everyone’s Time (again) w/Cookies

I don’t have a whole lot to add here, other than to shudder in horror at the thousands of hours companies large and small spent agonizing over the “cookie-less future”… only to be presented with this head fake.

Other Things I Read Recently

These are some articles I enjoyed, but don’t really have anything to add to!

Other Newsletters Worth Following

Here are some other publications I subscribe to, author, or co-sign.

If you are operating a newsletter (or even just interested), this next one is one of my “must opens” every week as a newsletter operator myself:

If you want to go deeper with Reddit (one of my favorite creator ecosysystems right now), check out my sister publication:

And don’t miss Amy’s excellent insights into wants happening in the world of content marketers.

We also cover the latest MarTech trends and deep dives with a monthly newsletter for B2B operators:

Meet me in NYC?

If anyone is in the NYC for Affiliate Summit East (or just because!), I’ll be on a panel for MARCC.

Would love to connect if you are in the area.

Interested in Booking an Ad?

I’ve put together a resource sheet over at Passionfruit here.

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OK, that's it for this week...

Please do reply to this email with any feedback or suggestions.

Ewen