How to make this informational site successful

[BobGW]

Hello,

We've got a problem with one of our sites. Our main writer is too advanced for the mainstream SERPs. She is a genius at what she does and really writes beyond where the mainstream looks. Way beyond. I can't even ask her to dumb down, it doesn't make sense. I don't think we're going to hit any of the main (mainstream) keywords with this site because of it, which is fine, but what advice do you have to making money off ads with content like that? There doesn't even really exist keywords for her articles. It's hard to explain. The traffic will be small because the audience is large enough if we got the whole thing but small compared with mainstream. I think mainly experts will understand her.

The area of writing is conspiracy, fringe, ancient knowledge, progressive science, healing, consciousness, spirituality.

I guess I'm wondering what you guys would do. It would be great if this site could make a good income. She's been studying the topic nonstop for fifteen years.

Thanks.

[CleverPhD]

Option 1 - If you want to reach out to the mainstream - Tier your information out.  I have a site that is meant for the general public on a given health issue.  If you have the health professionals write the articles, they are way too technical for the general public, but it is information that the public needs (and ultimately wants).  We hired a journalist/editor to work with editors on writing things that go on the everyday blog type items and social media.  The health professionals give input into the topics etc, but we let the journalist/editor do the writing.  The articles are fact checked to make sure that they are accurate, but we try not to edit too much.   We then have a second level of content that is more advanced and is really the reference section of the site.  When topics get too complex for the blog, we link to the reference articles if they need to read more.  It is a classic hub and spoke type setup, but we find it works for blog vs reference type of articles.   On the reference articles, we do get a little more technical, some more than others.  We do not feel that this is "dumbing it down" per se, but making it more accessible.

Option 2 - If you only care about the experts, play to that niche and see if you can find topics that may have low search volume, convert really well.  Give the site more of an exclusive feel to it.  You actually may be surprised at how "non-experts" want to find and read that information.   If you layered this in with Option 1, you could hit both audiences potentially.

Good luck!