“there's kind of content that makes people discover you and then there's a kind of content that makes people stay with you they're not the same right like the discovery content is the stuff that Twitter really likes and the retention content well that's just what you need to do cater to your existing audience”

Split content into discovery and retention buckets

Run two parallel content tracks: short platform-native zero-click posts on 1-2 social networks for discovery, and an owned channel (email, podcast) for retention. Don't expect a podcast to grow you, and don't expect viral tweets to build deep affinity. Map each piece you make to one bucket and let it do its specific job.