The content creator conundrum — follow your heart or the analytics?

I am facing a conundrum. I have called it ‘The Content Creator Conundrum’. If you are a content creator, perhaps you have faced it as well. It is the ever present tension between writing content that you are passionate about, and writing content that boosts your analytics and engagement. This is the content creator conundrum.

An illustration

Let me illustrate from my own experience. I write about productivity. This is my broad area of interest. My passion within that is to look at deeper issues that affect it. To help people consider what is important and to consider some of the systemic issues that can impact all of this. These are things that often take a lot longer to unpick and are much harder to address. Within that, I am a Christian and I love to examine the relationship between our theology and desire to live as a Christian, and how that impacts our approach to getting things done. This is my passion.

My most successful posts are ones like ‘How to turn your phone into a productivity powerhouse’ and ‘7 ways I harness my Tablet to supercharge my productivity’. Now don’t get me wrong, I enjoyed writing these posts and I do believe that these kind of top tips or quick hacks content can be very helpful. But, it’s not my passion and it’s small fry compared to some of…