# Your Blog Is Not a Publication - Animalz  URL:: https://www.animalz.co/blog/library-vs-publication/ Author:: animalz.co ## Highlights > Intercom has raised $240 million, employs nine people on its content team and, perhaps most importantly, has deep buy-in from the executive team. It is the rare SaaS company that can run their blog like a publication and it's a strategy that is nearly impossible to replicate. ([View Highlight](https://instapaper.com/read/1370506921/14899778)) > Publication vs. Library, Explained > The best content strategy is the one that prioritizes quality and depth, not volume and breadth. You may think you're already doing this—but I encourage you to take a closer look. ([View Highlight](https://instapaper.com/read/1370506921/14899780)) > Here's what a publication mindset looks like in practice: > Topics are horizontally integrated, meaning that content creators cover a broad range of topics rather than the full range of depth. > Posts are published on a strict schedule, so it's hard to make time for content that requires additional time and energy. > Content serves an audience, therefore timeliness is prioritized. > And here's why those things are problematic: > Depth is almost always more useful to readers than breadth. > Content efforts that require a lot of effort (think benchmark reports, data analysis, etc.) often deliver 10x the results of a post that requires less effort. > The huge majority of readers are not regular visitors to your site. Instead, they seek out specific articles to solve specific problems. ([View Highlight](https://instapaper.com/read/1370506921/14899789)) > The more you rely on organic search—which is by far the best source of traffic for SaaS blogs—the less you need an audience ([View Highlight](https://instapaper.com/read/1370506921/14899797)) > Content is vertically integrated, meaning that each topic is addressed from the top of the funnel to the bottom. > Organic search is prioritized, therefore evergreen content is paramount. Time is allowed for content efforts that slow down production. > Content is built for people who need it, when they need it. > We call it the library approach because, done this way, a blog becomes an evergreen catalog of easy-to-access information rather than a feed of loosely related blog posts. ([View Highlight](https://instapaper.com/read/1370506921/14899801)) > You can also employ hub pages to collect resources on a specific topic. Hubs are usually created to target top-level keywords, then link out to posts on relevant, longer-tail topics. You can create the content in any order, but present it in an organized, hierarchical way rather than a feed. ([View Highlight](https://instapaper.com/read/1370506921/14899804)) > 1. Flat Site Architecture ([View Highlight](https://instapaper.com/read/1370506921/14899810)) > The 3 Principles of the Library Approach ([View Highlight](https://instapaper.com/read/1370506921/14899812)) > 2. Content Planned by Topic and Funnel Depth ([View Highlight](https://instapaper.com/read/1370506921/14899815)) > The site is “flatter”—i.e., content can be accessed in fewer clicks—which makes it easier for both people and search engines to find. ([View Highlight](https://instapaper.com/read/1370506921/14899821)) > In order for a library to be complete, each topic must be addressed from multiple angles for readers at the top, middle and bottom of the funnel. ([View Highlight](https://instapaper.com/read/1370506921/14899822)) > Most people seek out content when they have a problem to solve (see principle #3 below) and won't even notice if the newest posts all cover similar things. > We ([View Highlight](https://instapaper.com/read/1370506921/14899826)) > 3. Audience as a Byproduct ([View Highlight](https://instapaper.com/read/1370506921/14899829)) > Your readers are likely not part of a growing audience, but rather a continuous stream of people with a problem to solve. ([View Highlight](https://instapaper.com/read/1370506921/14899830)) --- Title: Your Blog Is Not a Publication - Animalz Author: animalz.co Tags: readwise, articles date: 2024-01-30 --- # Your Blog Is Not a Publication - Animalz  URL:: https://www.animalz.co/blog/library-vs-publication/ Author:: animalz.co ## AI-Generated Summary None ## Highlights > Intercom has raised $240 million, employs nine people on its content team and, perhaps most importantly, has deep buy-in from the executive team. It is the rare SaaS company that can run their blog like a publication and it's a strategy that is nearly impossible to replicate. ([View Highlight](https://instapaper.com/read/1370506921/14899778)) > Publication vs. Library, Explained > The best content strategy is the one that prioritizes quality and depth, not volume and breadth. You may think you're already doing this—but I encourage you to take a closer look. ([View Highlight](https://instapaper.com/read/1370506921/14899780)) > Here's what a publication mindset looks like in practice: > Topics are horizontally integrated, meaning that content creators cover a broad range of topics rather than the full range of depth. > Posts are published on a strict schedule, so it's hard to make time for content that requires additional time and energy. > Content serves an audience, therefore timeliness is prioritized. > And here's why those things are problematic: > Depth is almost always more useful to readers than breadth. > Content efforts that require a lot of effort (think benchmark reports, data analysis, etc.) often deliver 10x the results of a post that requires less effort. > The huge majority of readers are not regular visitors to your site. Instead, they seek out specific articles to solve specific problems. ([View Highlight](https://instapaper.com/read/1370506921/14899789)) > The more you rely on organic search—which is by far the best source of traffic for SaaS blogs—the less you need an audience ([View Highlight](https://instapaper.com/read/1370506921/14899797)) > Content is vertically integrated, meaning that each topic is addressed from the top of the funnel to the bottom. > Organic search is prioritized, therefore evergreen content is paramount. Time is allowed for content efforts that slow down production. > Content is built for people who need it, when they need it. > We call it the library approach because, done this way, a blog becomes an evergreen catalog of easy-to-access information rather than a feed of loosely related blog posts. ([View Highlight](https://instapaper.com/read/1370506921/14899801)) > You can also employ hub pages to collect resources on a specific topic. Hubs are usually created to target top-level keywords, then link out to posts on relevant, longer-tail topics. You can create the content in any order, but present it in an organized, hierarchical way rather than a feed. ([View Highlight](https://instapaper.com/read/1370506921/14899804)) > 1. Flat Site Architecture ([View Highlight](https://instapaper.com/read/1370506921/14899810)) > The 3 Principles of the Library Approach ([View Highlight](https://instapaper.com/read/1370506921/14899812)) > 2. Content Planned by Topic and Funnel Depth ([View Highlight](https://instapaper.com/read/1370506921/14899815)) > The site is “flatter”—i.e., content can be accessed in fewer clicks—which makes it easier for both people and search engines to find. ([View Highlight](https://instapaper.com/read/1370506921/14899821)) > In order for a library to be complete, each topic must be addressed from multiple angles for readers at the top, middle and bottom of the funnel. ([View Highlight](https://instapaper.com/read/1370506921/14899822)) > Most people seek out content when they have a problem to solve (see principle #3 below) and won't even notice if the newest posts all cover similar things. > We ([View Highlight](https://instapaper.com/read/1370506921/14899826)) > 3. Audience as a Byproduct ([View Highlight](https://instapaper.com/read/1370506921/14899829)) > Your readers are likely not part of a growing audience, but rather a continuous stream of people with a problem to solve. ([View Highlight](https://instapaper.com/read/1370506921/14899830))