Why most content doesn't work
Volume is a tax you pay forever, and most of what it buys disappears the moment you stop.
Most content fails the same test: would anyone notice if it disappeared? For most of what brands post, the answer is no. It's filler, made because someone said you have to post.
The trouble with attention bought on volume is that it evaporates the second you stop. You're renting it. The day the posting stops, so does everything it was holding up.
Content that compounds is the opposite. It says something true or useful the first time, so people come back to it, and each piece makes the next one easier to believe.
So I'd rather make fewer things and make them count. Less feeding the feed, more building something that's still working a year from now.
← All notes