A big decision I’ve made about blog posting
From afar, this probably looks a bit silly
This wasn’t an easy one.
Since 2020, I’ve been writing about Apple five days a week. That has occasionally dropped down to four as I build a roster of YouTube- and solopreneur-based content, but the main focus for my writing each week has always been on Apple.
There are three reasons for this:
it’s the essence of my brand;
it’s where my biggest audience lies; and
I’ve discovered that by writing consistently about one topic, I can generate decent revenue each month.
So, why would I decide to reduce the amount of Apple content I write?
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There are two reasons for this. The first is that I really don’t want to become disillusioned, stagnant, or fed up with that kind of content. I know from past experience that you can write far too much about one topic. I feel close to that right now.
Sure, there’s a lot to say about Apple, but I’ve said a lot of it already, and we all know that their product line is in desperate need of ‘the next big thing’ in order to refuel the content engines.
Secondly, I need to get serious about building a pipeline of students for my forthcoming Medium Academy.
If you weren’t aware, this is a live, cohort-based online class I’m running for people who want to become successful Medium writers. It kicks off at the end of March and while I already have a juicy waiting list, I’m conscious that I’m not doing enough to add to the top of the sales funnel.
One way I can do that is to write more about… writing. In the era of digital content marketing, this is one of the most cost-effective ways to draw an engaged audience towards a product or service. The Medium Academy is one such product and I’m already doing it a disservice by focusing far too intently on my Apple content.
This is partly why I’m investing in external assistance this year (it’s going really well, by the way - I’ll provide an update soon). By removing the repetitive, process-based tasks from my to-do list, I’m gaining more time to build a strategy around my writing.
This is where some of the most difficult decisions need to be made. By stepping back and looking at what I’m doing with my written content, I’ve realised that I need to pivot slightly. The result is a new writing strategy that will consist of three Apple-based blogs per week and two which I’m referring to as ‘Medium Academy Funnel’ pieces.
I’ll probably see a dip in Medium revenue as I embark on this new strategy. I’ll have to spend more time pitching my work to Medium publications for which I’ve never written previously. It’s going to take time for anything I write about writing to break through and find its own audience.
But it’s the right thing to do. If there’s one thing I’ve learned as a business owner, it’s that you have to occasionally make decisions which, from afar, look a bit daft. Turn away guaranteed money? Stop doing something that’s working?
Nope. It’s how you grow, learn, and find a better way forward.
Oh, and I wouldn’t be doing my job if I didn’t point you in the direction of my Medium Academy waiting list, would I…!