The technician response is to monetize the learning of the overhead effort in the content. Hence the popularity of "make money blogging" or "blogging about blogging" in the janky days of a publishing technology. This is basically the turpentine effecthttps://www.ribbonfarm.com/2010/03/18/the-turpentine-effect/ …
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The managerial response is to start thinking of the content as the core of a business operation, so you start thinking in terms of profitable niches you can discover, scout, occupy, and dominate with foresight instead of fumbling in the dark. Hence the "go niche" advice.
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