"There are all kinds of things you can do to develop and retain [a blog] audience... but the single most important thing you can do is post regularly and never stop...."

"[The demand for content] is so insatiable that there is currently no real economic punishment for content overproduction. You will almost never lose money, followers, attention, or reach simply from posting too much. It’s this last part that is often most difficult for writers to accept.... Before they post, therefore, many writers mentally calculate: Is this post 'good enough,' or does it dilute the overall quality of my work, alienate my audience, etc.? But [WaPo's Matt] Yglesias profile’s very existence reminds us of an important rule of thumb for navigating the content economy in the 21st century: Under the present regime, there is no real downside risk to posting.... Even the most anodyne, mediocre writing fulfills the requirement of regularity. (What is the 'Wayne Gretzky' quote? 'You miss 100 percent of the audience conversion opportunities you don’t take'?)... What do the top text-based content-creation entrepreneurs of our time have in common? Logorrhea.... It’s easy to see why writers reared in the hothouse reputational marketplace of Twitter are desperate to avoid the shame of negative attention. But... people forget, or move on, or don’t really care.... Feeling shame that prevents you from doing or saying inappropriate things is maybe a useful way to navigate complex moral-social arrangements, but fearing shame that prevents you from adhering to the first commandment of blogging ('post frequently and regularly') is counterproductive. As Yglesias says, it's the best time there’s ever been to be somebody who can write something coherent quickly. Put things out. Let people yell at you. Write again the next day."

Writes Max Read in "Matt Yglesias and the secret of blogging/How to be a successful content entrepreneur" (Substack)(riffing on the WaPo profile of Yglesias).

Max Read doesn't mention artificial intelligence, but if his idea of successful blogging is right, then bloggers can set their blogs to automatically generate endless posts. And that's why he can't be right. But by his own terms, he doesn't need to be right. He just needs to load in more words words words.