Jay Baer Details High-Volume Content Strategy for Niche Publications

In a recent LinkedIn post, Jay Baer outlines the intensive content production strategy behind his new venture, The Tequila Report, emphasizing the importance of “density” and schedule discipline in building a specialized media property.

Baer, who recently shifted his focus from public speaking to building new media businesses, highlights the sheer volume of content required to establish authority in a niche market. He notes the rapid output required to compete with more established forms of media analysis.

“Most tequila content is listicles and bottle photos. We are trying to build a publication that treats tequila with the same rigor wine started getting twenty years ago.”

The Need for Content Density

Baer argues that achieving a high level of rigor in content requires significant depth, which in turn necessitates a consistent and demanding publishing schedule. He shared the recent output for The Tequila Report, which launched on January 1st and has already published nearly 200,000 words without missing a deadline.

The scale of this production is illustrated by a recent 24-hour period where three articles were published, including a substantial 2,600-word piece focused on a single detail found on a tequila bottle – the NOM (distillery) number. Baer expressed a particular fondness for this explainer:

“The NOM piece might be my favorite. It teaches how to read the small print on every tequila bottle, which distillery controlled the production, and why 49% of the Top 150 comes from just 14 producers.”

Operationalizing High-Volume Content

Baer also provided a transparent look at the operational team behind The Tequila Report. The core team is lean, consisting of himself, his partner Maddie Jager, two part-time associates working six hours per week, and a group of 13 reviewers who each score two bottles monthly. Additionally, they leverage an AI research partner, Perplexity.

This small team manages to produce a vast amount of content, a feat Baer attributes to “schedule discipline and a lot of quality content.” He believes this pace is essential for rapid learning and improvement within the content creation process.

Learning Through Pace

According to Baer, the key to mastering a niche subject like tequila through content is to publish at a speed that can be intimidating. He posits:

“If your content operation is not publishing at a pace that occasionally scares you, you are not learning fast enough (assuming your quality stays high).”

This approach contrasts with many content strategies that prioritize fewer, less frequent pieces. Baer’s experience with The Tequila Report suggests that for specialized publications aiming to build deep expertise and reader trust, a high-volume, disciplined approach is paramount. He concluded by indicating that this intensive content operation is where his time is now focused, following his departure from a schedule of public speaking engagements.