I started Lighthouse Insights three years ago as a blog with my interest in content and in social media. From the very beginning I had a very clear mindset that I wouldn’t turn into another “How To social media blog” even though they are the evergreen subjects to increase your page hits. But then I never started LI for page hits.
From a passion to do something of my own to building a quality content platform to making it a business, I am living a dream.
But like all other startups, online content platform has its own challenges. With Indians considering anything to be free on the Internet the challenges are bit more exciting.
One of the challenges that I have come across as a founder and still face everyday is maintaining a balance between Rehashed Content and Original Content.
Rehashed Content as we know is basically content sourced from another site. I realised after some time that we can’t be a news breaking site. With major players already in the market who are fighting to get their share for breaking the news, it is impossible for a niche new blog like us to break stories.
While we cover lot of news, most of the times we are the second or even the third source of a published news. In such a scenario as a blogger I really can’t add much value to the story since everything is already covered. So my job as a blogger is now to cover it by changing words, phrase it in different way by giving a link back. Adding insights is required but in such cases it is very tough.
With very limited scope of additional information it is tough to expect readership support. But then such articles stack up the required content for an online publisher and give a decent hit, if you are having a good day.
On the other hand is Original Content – content that a publication creates, as a blogger you feel happy but at the same time such stories are time consuming. Sometimes it might take weeks to get it published since people don’t reply or they don’t think the portal in question would get them a better reach.
At a time when I can publish three small rehashed content in 2-3 hours, original content takes us around 4-5 hours ideally. For example, I do video interviews which take 4-5 hours to be finally published. While results are good at times, it sucks up lot of time. It also becomes a challenge when you have two full time people and you want to run the site as a news site while bringing interesting and original stories along with insights.
LI will close down if it just sticks in being a news site since ad revenues don’t fetch the server costs too. Besides readers will have no reason why they should visit LI, when they can consume the same content from popular sites.
For us the only way we can survive as a niche blog that holds its content to its heart is by maintaining the balance between rehashed content and original articles. Write more original stories that align to our objective and keep an eye on the big news. It isn’t an easy job but then no one told that it is going to be a smooth ride.
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