Scott Karp has a great article up about Content Businesses not scaling. Hmm. I think I disagree with him which isn’t new. Here’s some hot tips on scaling your content business. That’s if you want to be 100% sucessful. Pay attention I don’t see anyone else out there doing it. Including the wizards of new media content.
So many people are entering the content business these days. And its slowly eroding the bigger box stores. Yes, the NYTimes, the Wall Street Journal’s of the world are losing ground and readership. But I don’t think the blog networks are winning this battle. 9Rules when faced with this dilema actually took some steps in the right direction. They modified a forum system to create a system where users could create their own ‘blog-like’ entries, entitled Notes. I expect more and more improvements like this from 9rules who understands the need to scale in the business.
Here’s a key to scaling your business:
Keep your readers on your site for as long as possible. Yes linking out is good. But for every link out, build more content that drives users deeper into your site.
Think about it.
When you go to a store to purchase something. Does that store want you to leave? No, they want to drive you deeper and deeper into the store. They want to drive you past various areas of the store so you might pick up other things on your way to the check out.
So many blogs drive users externally. Instead develop a system to keep readers going deeper until its time to check out.
It seems so simple. But so many blog networks, news blogs, and the like are driving their users outside the store to make their purchases. STOP.
The key to success is to drive your users deeper into your store, until they make their checkouts.
Originally posted on December 3, 2006 @ 7:30 pm