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In my last few articles, I touched briefly on the idea of content economics (the idea that cost has a direct and an indirect costs, and that should factor into and affect your overall content marketing strategy).

This post does a deep dive, explaining how to scale content at any stage, how to transition from expensive to cheap content, and also what content to probably avoid as a reader.

It's half practical business advice and half cynical rant. Let me know what you think!

  • RF

    Ryan Farley

    over 1 year ago #

    Love the distinction between cheap, bad and effective. We put out content all the time that I'm not necessarily proud of, but it ranks #1 and converts fantastically. Also love the point about needing really good stuff if you dont have the domain authority. That couldn't be more true when you need content to actually get shared via social and word of mouth because the SERPs are just too crowded by the Hubspots of the world

  • ML

    Mark Lindquist

    over 1 year ago #

    Appreciate the point you made about the business justification for "cheap" content. There's a position to claim that you should only put out the best (expensive) content in the world, but if you can get most of the business value at 1/10th the cost, you should do it. This is as much for businesses then as it is for readers to recognize the content they're reading for what it is.

    • AB

      Alex Birkett

      over 1 year ago #

      For sure! And the distinction should be discussed when architecting your content strategy. There's an argument to be made for expensive content over the longer term because it digs out a moat. And though it's nebulous and tough to do well, the brand value can be huge on content like that - think First Round Review, or though I'm biased, CXL. People deliberately visit those blogs because they know and trust the content is good. But making that distinction from the business side is important