Every website is looking for content. There is a trail of breadcrumbs across the internet. Small blogs feed into larger websites which feed into national news. One little tweet or post can make a huge headline. This leads to social proof. If everyone is talking about something then it must be true right? If everyone “likes” something then it must be good, right?
The people posting and the people feeding the beast are the ones in control. There is no story if there is not a post about it or a link to share. If you are the one feeding the beast then you are the one in control. Start small and deep, create your niche and then branch out from there.