A few years back, I mentioned to John Collins, then content director at Intercom, how much Animalz customers admired their blog — they published high-quality thought leadership week after week. “We’d love to help our clients create something similar,” I told him. John’s response?
“They may feel differently if they saw the costs.”
John’s quip summed up what so few seem to understand about content strategy: You must be able to afford your own approach. At the time I chatted with John, Intercom had already raised $240 million, employed nine people on their content team, and enjoyed deep executive buy-in for their program.
Replicating their publication-style blog is not the right approach for most companies because it’s too costly, doesn’t bring the right outcomes, or both.
So, what's the alternative? We recommend the library approach with a touch of the publication approach if you have the resources.
Publication vs. Library, Explained
When most content marketers think of a blog, they imagine a reverse chronological feed of posts. This is how Wikipedia defines the word blog and how popular content management systems like WordPress organize content. As a result, the default behavior of many content marketers is inefficient at best and wasteful at worst.
The best content strategy for most teams is one that prioritizes quality and depth rather than volume and breadth. You may think you’re already doing this — but I encourage you to take a closer look.
The Publication Approach
A publication treats your blog like a magazine: consistent cadence, timely topics, strong voice. The characteristics:
Thought leadership content that showcases unique insights
A focus on timeliness and trendy topics over evergreen utility
An emphasis on brand voice and perspective over SEO
This approach works when done right — the Animalz blog is a good example. We've never overly focused on SEO, but our thought leadership helps us stand out and build real affinity with our audience.
The trick is that you need both standout content and reliable distribution for a publication play to work, which is resource-intensive. Brilliant insights don't matter if you don't have the brand pull or promotional engine to get eyes on your content.
The Library Model
The library model treats your blog as an evergreen resource organized by topic rather than a chronological feed. The key characteristics are:
Comprehensive coverage of a defined topic space
Evergreen, SEO-optimized content that ranks for relevant keywords
A clear, intuitive site structure that makes navigation easy
Prioritization of depth and quality over publishing frequency
A library approach builds topical authority and helps you rank for the search terms that matter most to your business.
The ROI has only increased as competition grows. Most companies churn out surface-level posts, so blogs that provide real depth stand out. A well-built library compounds in value over time.
Distribution Is Non-Negotiable
Whichever you choose: both require an audience to work, which means you must also consider distribution.
In the old days, you could get away with focusing solely on visitors coming from search and ignoring direct audience relationships. Algorithms have gotten more fickle and competition has increased — that's become a risky bet.
The content teams that will win are the ones that use SEO as a starting point. They layer on newsletter, social, and community tactics to build lasting connections with their readers. So when the ranking winds inevitably shift, they still have a direct line to their audience.
A few ways to do this:
Contextual email signup prompts and content upgrades to turn visitors into subscribers
Social promotion and interaction to build buzz and two-way dialogue
Distribution-first thinking to find the channels that best match your audience’s preferences and double down on those
In-person and virtual events to build and expand your community
SparkToro’s Audience Research Newsletter reaches over 40,000 subscribers twice a month with curated insights on audience research. They've built a loyal following that looks to them for expertise — regardless of whether those readers use SparkToro's product.
When In Doubt, Start With 80% Library and 20% Publication
So where does this leave us? Is the library model still king, or is a publication approach the way to go?
The right mix will vary based on your business model, audience, and goals. A product-led company with a freemium model may lean more heavily on search, while a services business may prioritize thought leadership.
If you're unsure, the 80/20 rule is a good starting point.
Aim for 80% of your content to be evergreen, library-style pieces that comprehensively cover your core topics. The other 20% can be more timely, opinionated, and experimental — the founder sharing quick insights on LinkedIn, short videos on industry trends, or a monthly email with lessons learned. This mix builds a strong foundation of always-relevant content while leaving room to jump on trends and share your unique perspective.
This ratio may shift depending on your niche. A fast-moving industry like crypto or marketing may demand a higher share of topical content. A more stable space like engineering or finance may skew more toward evergreen resources. The key is to continually assess what's resonating and adjust accordingly.
Strategy First, Then Structure
Getting this balance right is hard work. It requires a clear strategy and consistent investment. But the payoff — a loyal audience that looks to you for insights and inspiration — is more than worth it.
So, is your blog a library? A publication? Neither? Both? Going forward, the most successful content programs let strategy determine their structure while keeping audience building at the center of everything they do.