Something I've struggled with as a polymathic content creator, is this dichotomy of whether to consolidate or not.

I started blogging on wordpress, but I tried out Paragraph, Beehiiv, Vocal, Substack, and more. Eventually settling down on Ghost CMS, where you are reading this now.

The reason that I bring this up is that I brought over the newsletters from those platforms to this one site. Bringing it all into the same fold, membership, and if you like the content then you can pay for the the premium posts with PolyPRO. The 🔧 The PolyTools Digest started out on Beehiiv and its own Ghost site. The 🎮 PolyInnovator Gaming started out on Paragraph. Finally, the 🏊 Mr. Dustin's Swim Academy AND ✒️ Fireside Codex both originated from Substack. Currently I'm testing out a new sub-brand even on Substack out of curiosity.

Why not build it here? Why not bring it too under the fold? Great questions, and the simple answer is that Ghost PRO (the hosting service) is limiting. They only let me have 3 newsletters at a time, whereas other hosting providers don't limit you. I need to move to one of them.

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The first half of this post was written prior, and it was more about the TOOLS you can use to have many newsletters in one place. The second half was added so that you can understand why I things all in one place instead of multiple different sub-brand sites.

How you display it all.

I chose this particular theme because of how it showcases each tag, and organizes the information architecture visually. Other themes limit how you can present yourself and your content. Another reason why Beehiiv (especially), and Substack, both are pretty poor choices. As they limit the overall design completely, and Paragraph USED to be good about that. Letting you have some semblance of control of how your site looked, but then they got rid of that.

If you have a complex array of content, then you need to make the overall site design simple/minimalist.

When you sign up you have the choice of which newsletters you want to subscribe to. While some folks might say that by having choices, then some people won't choose any at all. Then those aren't the people for me.

My brand itself has been multi-faceted since the beginning, and has been made for those who are self-learners of all kinds. Whether that is for the Modular Degree, Swimming, or even Content Creation itself.

I encourage you to check out one or all of the newsletters!

I strive for a weekly cadence, although as of late I've struggled with content creation. Thus I'm going to get working on consistency.

Subscribe!

There are very few tools...

Buttondown is the only other one I can think of that can handle multiple arms. Technically wordpress has different post types, but your site can break so easily its not worth it. I've seen some people make multiple publications of Substack, but those are isolated siloes.

Meaning Ghost is the ONLY tool for Polymathic content creators.

EDIT: How can this Post HELP YOU?

I realized that this post could use an expansion, as while it is helpful for a lot of people to hear how I do things. Especially polymathic content creators who are overwhelmed with too many ideas, and too many people telling them... YELLING TO THEM that you NEED to "niche down".

I wanted to give you all some more advice and talk about my content ecosystem as a whole, which directly impacts my many newsletters.

I see all of my channels, websites, blogs, podcasts, newsletters, etc as all a part of my PolyInnovator Ecosystem. Each being a different arm, or sub-brand to my PolyInnovator personal brand (meaning PolyInnovator name is me). Thus the content I post comes from my perspective, and background.

Thus something like my 🏊 Mr. Dustin's Swim Academy swimming newsletter is that of my decade plus of experience. However it isn't a big enough brand to stand on its own per se, and I need to make more book/course or podcast for that brand to really justify having a website all for that brand alone.

Conversely, the 🔧 The Content Polymath - OmniChannel Content tag, is all about how to be a modern content creator and what tools to use. I made a channel, podcast (sort of 2), and even a full on tools directory website all for this one sub-brand. Meaning it stayed on its own for a while.

Over time I had issues with the different sites, and managing the various arms of my brands. This is a complexity issue, and information architecture management stress; That I really just didn't want or particularly need to keep dealing with.

Over time I merged everything into this one site, even though I did for a time try to use Substack to create an interest there too.

How do you CHOOSE how you organize them?

I'm assuming that if you're reading this, that you are in the situation of having multiple niches.

I want to tell you straight up that IT IS OKAY. Screw SEO, screw what the big wig creators are telling you. Cause guess what? They are variety creators too!

Just that they built up their singular box before going wide, and maybe you should too. I'm just crazy about content, so I refuse to settle on one thing. Maybe just 3 for now, but I also want to pioneer this field of multidisciplinary personal branding. So I personally accept the fact that I'll grow slower, for the research purposes.

However it doesn't have to be the same for you.

What I talk about a lot with my creator brand is learning how to scale up your content production, batching things ahead, and reaching a wider range of people. If you can somewhat automate your ideation, and preparation of newsletters. Then they can go out over time automatically, while you then work on other newsletters or new endeavors.

Its about creating that baseline. However you have to "GIT GUD" as the gamers say, to maximize your production like that.

One final thought

While yes SEO is important, and you shouldn't Overlook it... there is a lot of hype around it in the creator space. It takes far too long for most creators to even make it a high priority.

If your content is good, then it doesn't matter if you have only one, or have 2-3 topics on your site. I have so many categories, yes, but a lot of them only have a handful of posts, or they are old topics that I only post on once in a blue moon. Meaning those don't effect my rankings really.

I also have established good content history, and been rather/somewhat consistent with my major/important topics. More than anything though is that most people are forgetting that SEO is not as important anymore with the rise of AI, and AI search agents.

They are smart enough to understand that a website, let alone a person who hosts a personal brand site, is not just about ONE thing or topic.

The AI is smart enough to know hey this person is putting out a lot of works, and it seems to be the same conclusion as other similar sites. Meaning that if you just focus on putting out MORE pieces of content for each of your newsletters, then you'll be good to go!