A creators desk with art, records, a guitar and recording studio set up to show that when you create content you love, it doesn't matter if the audience likes it.

Create Content You Love, Not Just What Performs Best

By Eric Montgomery | September 4, 2024

Poddy People!

In this post, I’m taking things in a different direction than the internets usually content creation mumbo jumbo.

Instead of diving deep into analytics and data, I want to talk about something that’s been on my mind lately: creating content you love, without always obsessing over your target audience or the minutiae of your data.

Forget the Numbers, Focus on Passion

A lot of creators focus on what their data tells them.

They look at which episodes got the most downloads, or they check Apple Podcasts to see which type of content people stick around for the longest. And yeah, I’ve talked about that strategy before – and it is a solid approach!

But right now, I’m feeling a bit fired up! I want to talk about the things I want to talk about, not just what the numbers say I should.

You don’t always need to create content around what’s performed the best.

I know that sounds a bit contradictory coming from me, but hear me out. Sometimes, you just need to create what you’re inspired to create.

Put it out there, not for your audience, but for yourself.

If your audience finds you, that’s great.

But if they don’t, it’s still what you wanted to bring into the world.

“The Audience Comes Last. I’m Not Making It For Them, I’m Making It For Me” – Rick Rubin

Create Content Like a Rock Star

Imagine being in a band. I’ve been in bands myself, and we never wrote songs thinking, “This will hit big with this type of crowd.”

We just created what we felt in that moment. The Rolling Stones, Taylor Swift, Foo Fighters, Dr. Dre, Elton John, Phish – none of them sat down and planned their music based on what they thought a specific audience wanted.

They wrote what they wanted, what they felt inspired to create at that time.

The same goes for your podcast.

Sure, you have a sound, a style, and you’re influenced by your environment – but don’t let that box you in. Every great creator evolves over time, and your podcast should reflect that growth.

Two dozen episodes in, your show might sound different, and that’s okay.

Finding Inspiration in the Present

Right now, I’m super interested in SEO and how it’s evolving with new platforms like YouTube and AI.

I’m diving into strategies on how to rank across different channels, and that’s the kind of stuff I want to talk about.

My blog is pulling in 4,000-5,000 organic visitors a month, and I want to build on that.

But ultimately, I’m going to create content I love, and if people vibe with it, awesome.

If not, I’m still putting out content that feels right for me.

Balancing Business Goals and Creative Freedom

Now, let’s get real. If you’re podcasting for business, you might have a different goal.

You want to generate leads, target specific segments of your audience, and create content that resonates with them.

And that’s valid!

You should cater to those diehard fans who are into your stuff. It’s crucial for driving revenue and building a dedicated listener base.

But I believe there’s room for balance.

Dip your toe into the business side, sure, but don’t lose your creative freedom.

Some of the most badass brands out there have broken the mold by doing things their way.

Think of Manscaped or the Nelk Boys with their seltzer brand, Happy Dad – they’re doing their own thing, and people are loving it.

Do It Wild and Free

So, create content you love.

Do what feels right, create the content that excites you, and don’t feel stuck in the rigid structures of “what works.” Your vibe will attract your tribe.