Why blogging less and diversifying content drives more growth

Executive overview

Blogging is saturated — one billion blogs compete for attention. Lower-competition platforms like YouTube and podcasts can deliver more reach with less effort. Shifting time toward video and audio content is not a retreat from content marketing; it's a smarter allocation.

The fewer competitors on a platform, the less effort it takes to get your content seen.

Current content mix

• One blog post per week (down from four per day at peak)
• Three long-form videos (~5 min each) per week
• Seven short-form videos (30–60 sec each) per week
• One podcast episode per day (~5 min)
• Two to three image-based posts per week (team-produced)
• One webinar per month

Why volume blogging no longer makes sense

• One billion blogs exist — competition makes organic reach extremely hard
• Only two million podcasts exist; podcast audience is large relative to competition
• YouTube is the second-largest search engine, with far fewer creators than Google
• Lower-competition platforms like LinkedIn, TikTok, and Instagram let content get seen without paid spend

How to apply this

• Batch-produce content: record a full month of videos or podcast episodes in one sitting
• Keep blogging if you don't have an established multi-platform presence
• Prioritise platforms where audience size is large but creator count is low
• Choose channels by competition level, not just audience size