By Tamilore Oladipo

If you look up Matt Ragland’s name in the Buffer blog search bar, you’ll come across this article from over a decade ago – when Matt still referred to himself as an “aspiring blogger.” The term doesn’t apply now, as Matt has grown in leaps and bounds.

Matt’s come a long way since that article, growing audiences into the thousands, launching a YouTube channel with over 67,000 subscribers, podcastst, newsletters, courses, workshops, and now, an agency to help other creators.

In this interview, he shares his thoughts and advice about content creation and social media.

How he’s been a creator for more than a decade

From making YouTube videos to running a newsletter, Matt’s longevity in the space means he’s seen all the dips and growth in the creator economy. And as he points out, the democratization of content creation means that anybody can do or talk about anything. This means the platforms required to create and share content are more accessible than ever.

“My content gained traction when I started focusing on productivity advice on YouTube, specifically bullet journaling. Although I've always seen myself as a generalist, my YouTube channel tells a different story,” shared Matt. “The turning point was when I embraced the “bullet journal guy” persona, which helped me build a significant portion of my audience. Of my 60,000 subscribers, around 60 to 70 percent are there for bullet journaling and productivity content.”

But the blessing of democratization is a double-edged sword. Differentiating yourself becomes difficult, with many creators discussing the same topics across many channels.

A quick Google search on any topic reveals thousands of creators discussing it, each with their unique spin. This saturation can lead to what Matt and many others call “paralysis” – the overwhelming feeling of having too many options and not knowing which direction to take.

However, there's a silver lining – one that caused Matt to pivot his content away from his hyper-specific niche that still became oversaturated. “Mirroring the midweek curve, as my audience grew and evolved, I began to expand my content topics again, catering to those who were interested in a broader perspective on productivity and life. With a dedicated audience, I have the freedom to discuss a wide range of subjects.”

This is a testament that once you build genuine, authentic connections with your audience, they're interested in hearing your thoughts on anything. In the vast sea of available content, authenticity becomes the lighthouse guiding genuine engagement, and Matt's creator journey underscores this. As he put it, “The beauty of dedicating time and effort to audience building is that you carry that audience with you, no matter the new ventures you undertake. It provides …read more

Source:: Buffer Blog

Author: Aaron