Create what you're genuinely excited about, not what the algorithm demands.
If you don't naturally consume a certain format (e.g. podcasts, short-form video), it's likely not your medium. Working in a format you don't enjoy will feel like homework and people can tell. Authenticity travels better than compliance.
Plan creative arcs in 3-month or project-based cycles.
Map out general goals like “launch a book,” “release a print,” or “run a podcast season.” Use these as anchors to repurpose and cross-pollinate your work across formats (e.g., turn an essay into a podcast or newsletter excerpt). This gives structure without rigidity.
Prioritise platforms with audience portability (like email newsletters).
Platforms like Substack and Ghost allow you to build an email list you control, this converts far better than social algorithms. Focus your energy on owned channels rather than endlessly feeding “rented” ones like Instagram or Threads.
Tailor your content to match platform culture and user behavior.
Same content, different platforms, very different results. For example: newsletters perform better on Substack, while podcasts do better on Patreon. Know what your audience expects on each platform and align your content accordingly.
Build a strategy rooted in your world.
Avoid “minimum viable presence” thinking (e.g. “I must tweet daily”). Instead, ask: what’s my creative ecosystem? Where do I thrive? What kind of work do I want to be known for? Then choose tools that enhance that.
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