In this episode of The Matt Report, I fire up the mic after years of dormancy to explore a timely rabbit hole: how AI platforms like ChatGPT are surfacing and ranking content—especially in response to queries like “best WordPress podcasts.” I noticed that The Matt Report still shows up in these AI-generated lists, despite not publishing new episodes for quite a while. It’s both flattering and puzzling, especially when my current work at The WP Minute doesn’t always get the same visibility.

This got me reflecting on the intersection of personal branding, content strategy, and monetization. Unlike creators who seem to plot out their value propositions with precision (think Jay Clouse or Pat Flynn), I’ve taken more of a “create-first” approach. I focus on building trust, relationships, and a long-standing body of work. That’s come with its own rewards—and its own costs.

I open up about leaving money on the table by not tying every piece of content to a monetizable plan. But I’m okay with that. For me, content has always been about passion and serving a community.

Now, with The WP Minute and WP Minute Plus, I’m doubling down on agency-focused conversations and bringing in fresh voices to carry that torch.

🔑 Takeaways & Quotes

• “The Matt Report still shows up in AI search results, and I haven’t touched it in years. That says something.”
• “I think of a personal brand as a lifelong story—it ends when you die, not when you pivot businesses.”
• “Content for me is about surface luck. I show up, create, and trust that good things come from that.”
• “I’ve never led with a marketing funnel. I lead with the message, and I see what resonates.”
• “The best content educates, entertains, or informs—ideally, all three.”

🔗 Important URLs

• The WP Minute
• Subscribe to The WP Minute Newsletter
• WP Minute YouTube
• WP Minute Podcast
• WP Minute Podcast