Preview Mode Links will not work in preview mode

The Search Engine Journal Show

Feb 14, 2022

Should you spend your time churning out broad, general content to fill keyword gaps?
Or should you hone in on what your business does best — niche content?

The answer can transform your business into a content publishing powerhouse.

Brian Morrissey, Founder of The Rebooting, joined me on the SEJ Show to share his publishing experiences, help you navigate the virtual fork in the road, and unlock the key to transforming your business into a sustainable growth machine.

One of the things that I love most about what's happening in publishing now is that more people are publishing expert-level content. It's amazing.–Brian Morrissey, 25:35

We're seeing a shift to experts. It's incredibly important. It opens up publishing.–Brian Morrissey, 23:06

The ability to talk about things like monthly recurring revenue, annual recurring revenue, the ability to earn royalties off of your published work, whether it's a painting or a pixelization or an article or a book, it's kind of interesting it's something that we haven't had yet.–Loren Baker, 1:09:23

[00:00] - A little history about Brian.
[7:53] - How long Rebooting has been around.
[12:45] - Did the pandemic fast track personal publishing?
[21:28] - Should companies focus on a niche or go broad?
[22:16] - The shift that is happening now.
[33:29] - What led to niche publications going general & now going back to their roots?
[39:41] - An example of a company that went from broad to niche.
[44:13] - Why media can be an excellent business.
[48:58] - Advice for ecommerce content marketing.
[52:52] - Brian's take on the New York Times acquiring Wirecutter.
[55:37] - The gateway to more revenue for publishers.
[57:49] - Are people willing to pay for scarcity?
[59:28] - Brian's take on content creators.
[1:05:35] - Where is Web3 taking the world of publishing?

Resources mentioned:
The Rebooting -

Everyone went crazy for social and Facebook and tried to master that algorithm, and they sort of left behind like the original algorithm of the Internet, which was SEO. –Brian Morrissey, 46:40

If you start investing in publishing and writing today about your industry in your space, you can be the leader of your industry within a matter of years, even sooner. –Loren Baker, 20:00

The Internet's kind of broken our brains – we weren't meant to like to have this much information and try to make sense of it. There is this move to go back to scarcity, and I think part of the newsletter attraction is that they're typically scarce. –Brian Morrissey, 16:41

For more content like this, subscribe to our YouTube channel:

Are you looking to keep up with current and effective digital marketing today? Check out for everything you need to know within the digital marketing space and improve your skills as an internet marketer.

Connect with Brian Morrissey:

Brian Morrissey is a media executive who writes about sustainable modern media businesses at The Rebooting.

Previously, he was president/EIC of Digiday Media, a vertical media company. In addition to his extensive writing and editorial experience, he's served for The White House Writers Group, AdWeek, Digital Magazine, Silicon Alley, and even reported on the crash.

He also intriguingly calls himself a newspaper seller outside of Orlando's Bakery.

Connect with Brian on LinkedIn:
Follow him on Twitter:
Visit his site:

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter:
Connect with him on LinkedIn: