How to Create Engaging Content That Triumphs Over Trends, Algorithms, and Slumps
I get my 10k steps down on a walking pad every day while working. But you know what’s more exhausting? Chasing trends and trying to keep up with the algorithm. It’s so easy for creators to burn out trying to stay on top of it all — and I won’t lie, I catch myself falling into the trap. I’m not an expert on content creation, but a lot of my audience LOVE my unique and creative content. And I’ve found a sustainable way to create engaging content that performs regardless of how the platforms change ⬇️.
The Foundation of Trend-Proof Content
To truly create engaging content that triumphs over trends, algorithms, and slumps, you need to know your audience deeper than any algorithm does.
Their likes and dislikes, what they care about, what they do outside of work, the questions they have about what you do — you want to create content pillars that appeal to them, and build a unique voice that no other competitor can replicate.
I know it’s easy to fall into the doom scroll spiral, but you have to remember to focus on solving real problems, not viral moments.
Doing the Research
You can use tools to see what people are searching for right now, frequently asked questions you can answer, and recent research insight that can spark cool ideas that your competitors haven’t addressed yet, like:
The 80/20 Rule
Yes, a lot of the time, tools like these will show you trending searches and queries — I don’t think you can survive solely on timeless content alone. But trending content alone also isn’t sustainable. Instead, try and follow the 80/20 rule: 80% timeless content, 20% trending content.
For example, some of my best performing content was timeless, but I still put a twist on it to make it different from the same timeless content other copywriters were posting — like “Why You Don’t Need a Copywriter”.
While some of my other popular content was trending at the moment, like this reel that used a trending audio from the then newly-released Wicked Movie, or this one that piggybacked on the “Kim possible saving…” trend.
Content Series & Storytelling
Creating a content series that builds momentum over time is also great because it’s something people can trace it back to your brand and engages them so they keep coming back for more. Like my Copywriting 101 Series, my 2025 Vision Plan Progress Report, or the “Marketing Campaigns I’m Obsessed With” section I put in my newsletter emails.
So try and think of a content series you can create that’s unique to your brand!
And one thing that always works for me is telling a story — whether that’s with the idea itself, the imagery you use, or literally telling a story in the content.
In this post where I talk about continuously asking questions to write cool copy, I compare it to how toddlers keep asking questions and “why?” because they just don’t know enough. I called it the toddler technique. It’s a great analogy that we’re all familiar with, and is a great segue to a simple lesson.
Algorithm-Resistant Tactics to Create Engaging Content
Social media will act like a petty frenemy out of nowhere, so you don’t want to put all your eggs in one basket. You want to diversify your content marketing streams — think email marketing, blogging, and in-person events.
Don’t pass over these channels, babe! Email marketing typically gives businesses $36 back for every $1 spent, companies that actively blog are 13 times likelier to have a positive ROI compared to those who don’t, and 44% of marketers encounter a 3:1 ROI from event marketing.
With my NYC-based cosmetic tattoo client, I suggested she become an event vendor because there’s a HUGE market for that in major cities like Manhattan and Brooklyn, where she operates, and you don’t really see events where you can get your brows laminated.
I also recommended we add a web page dedicated to attracting event hosts, so she could get more exposure at these events and bag even more clients. So think outside of the box with your marketing channels!
And above all, building strong relationships with your audience will hold strong and true over algorithms altogether.
- Respond to every comment
- Reply to IG stories so you build a relationship in the DMs
- Add the ‘Reply to Me’ button to an email every now and then to get your subscribers to reply back to your emails
- Create posts that respond directly to comments and questions from your audience
Create Engaging Content by Embracing Slumps
Listen, trying to create engaging content in the hopes you’ll book a client gets exhausting REAL FAST. Eventually you burnout mentally and creatively, and then you just start posting anything to try to keep up with the Joneses.
But the key isn’t to post often — it’s to post well, even if that means posting less.
When you have a stroke of creative genius, write down all your ideas and pick a day to batch all that content.
I like to write down all my ideas in a brain dump database in Notion, and then add it to my content calendar when I’m ready to actually work on it. I add emojis to show what’s in progress, what’s done, and what’s not started but has been designated for a post day.
And when you have a slump… don’t fight it. It’s not a weakness, it’s an opportunity to pivot and think about things differently. It’s okay that you haven’t posted in a while, I promise your audience won’t forget about you. If anything, when you do finally post again, they’ll probably engage more with your post.
All I know is when I post less but higher quality content, I always get more engagement compared to when I’m rushing myself to constantly post all the time.
How to Measure Success Beyond Vanity Metrics
It’s easy to hedge on things like likes, but that stuff really doesn’t matter for long-term growth. If anything, views, and engagement metrics like comments, saves, shares matter most because you know people see the value in your content and are expanding your reach for you! And if that translates directly to more clicks, leads and conversions, you know your content is paying off!
But the best way to know what to measure is by using the right tools, because they automatically measure the things that matter, help you course correct when your performance is down, and can even illuminate what platforms aren’t worth continuing with.
A lot of tools like Semrush, Hubspot, Buzzsumo, Moz, Google Analytics, and Buffer let you measure your content and campaign performance on different channels like your website and socials. If you want to know which tools is right for you, check out this article from Hubspot.
Wrapping it Up
TL:DR? Get to know your audience deeply by doing the research, balance evergreen and trending topics, leverage storytelling, diversify your content marketing platforms, batch create content, ride the wave of creative slumps as they come, and use the right tools to help you with all of this! That’s how you create engaging content that no trend, algorithm, or slump can beat.
Trust me, creating valuable, consistent content is going to pay off in the long-run. Your audience will probably lurk, seeing every amazing post, and add it to their “pros” list for why they should book with you — so go the sustainable route when it comes to creating content.
If you want help with coming up with content ideas or auditing your current content strategy, you can schedule a free 20-minute Pick My Brain session with me — they happen every Friday! Or, if you need more time, you can book an 8-hour VIP Day and get 1 month of content ideated and written by the next morning!
