Why content feels so hard sometimes (and what to do about it) with Maude MacDonald

If you’ve ever thought content creation feels like a never-ending pile of laundry—you’re not alone. In this episode of Content Magic, I chatted with my friend Maude, aka @theretroquilter, about what it’s really like trying to show up online consistently when the landscape keeps shifting under your feet.

Whether you’re a maker, a visual artist, a coach, or a small business owner just trying to stay sane, this one's for you.

Remember When Reels Were Easy?

Maude and I both got swept up in that era when throwing up a reel pretty much guaranteed reach. You didn’t need a strategy, just a sewing tutorial and some retro vibes, and you were golden.

But now? It's harder. And when you’ve built a routine (or even a business) around content that used to work, unlearning that formula is like breaking a bad habit.

“Value, Value, Value” is Tired

The gurus used to scream, “Give value!” And so we did. But here's the thing: people are craving connection more than perfectly packaged advice. They want to see your quirks. They want to know what you stand for. They want to feel like they know you.

That’s why both Maude and I have started pivoting away from performance and toward personality. We’re not ignoring educational content—we’re just shifting it into longer formats where it actually has room to breathe (like podcasts or YouTube Lives).

Content Ruts Happen—Even to the Pros

You know those days when you’re on fire with content ideas? And then there are other days when you scroll your own feed wondering if you’ve said anything worth sharing?

Totally normal.

You’re not broken. You're just in the cycle. Content (like laundry) is never really done—it just changes form. That’s why it’s so important to build your own content bank, leave the house for inspiration, and talk to actual humans. A little connection goes a long way.

You’re Allowed to Be Silly

Here’s your permission slip to be ridiculous. Share the pants reel. Talk about your obsession with Golden Girls. Let your people see the side of you that doesn’t come with a CTA.

If the content brings you joy, that matters. And you might be surprised—those are often the posts people say, “Oh my gosh, I needed this today.”

Thought Leadership Looks Different Now

More and more, thought leadership isn't about shouting from a mountaintop. It's about taking a stance—even a quiet one—and sharing your actual opinions. That might mean talking about something that matters to you, even if it feels scary.

As Maude said, sometimes the things you want to say are on brand. You just need someone to remind you of that.

The Metrics That Actually Matter

Sure, followers and likes are fun. But what about the DM that says, “You were in my brain this morning”? Or the email reply that says, “Thank you for saying this out loud”?

Those are the metrics that fuel meaningful content. That’s what you build a community around. Not a flash-in-the-pan viral moment.

Final Thought: Keep a Running Idea List

The best ideas don’t come when you’re staring at your phone. They come when you’re walking the dog, baking a retro Jello mold, or procrastinating with Muppet memes. So keep a running idea list—Google Docs, Notes app, Post-its on your mirror, whatever works.

And remember: content isn’t about being everywhere. It’s about being somewhere that feels good to you.