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In this conversation, Matt discusses the evolving landscape of content creation, particularly in the context of AI's growing influence. He emphasizes the importance of personal branding and building trust over time, while exploring how AI can both compete with and complement human content creators. The discussion delves into the quality of AI-generated content, the necessity for human interaction, and strategies for freelancers and agency owners to navigate the challenges posed by AI in the content space.

Takeaways

• Competing on content requires a long-term strategy.
• Personal branding is about building trust over time.
• AI is evolving and will impact content creation.
• Human interaction remains crucial in content engagement.
• Evaluating the quality of AI-generated content is essential.
• AI can assist but shouldn't replace human creativity.
• Freelancers must adapt to the changing content landscape.
• Understanding AI's limitations is key to leveraging it effectively.
• Positioning oneself uniquely in the market is vital.
• Continuous learning and adaptation are necessary for success.

Important Links

• https://pulsewp.cc
• https://thewpminute.com/support
• Cloning my Content Business

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In this solo episode of the Matt Report, I explore a concept that’s as exciting as it is frustrating: innovation. I reflect on my experience with Podcasting 2.0—a grassroots, open source movement that parallels WordPress.org in spirit—and how it's slowly reshaping podcast RSS feeds with new, standardized tags. While the tech is minimal, the impact is massive. Apple's and Spotify’s recent adoption of the tag is proof that slow, open source innovation can lead to real change—eventually.

That momentum brings me to a pressing question for the WordPress community: where is our innovation happening? I draw connections to the new FAIR initiative, a federated alternative to the WordPress.org plugin and theme repository. It’s promising, technically. But like all open source efforts, adoption is the hard part. FAIR could bring resilience and distribution freedom to WordPress, but the larger question looms: will it even matter in a world where AI generates code on demand?

I push back on the current pace of WordPress innovation, especially in light of AI's rapid evolution. If plain-English prompts soon build complete websites, what role will plugins and themes play? And how does a system like WordPress, which still relies on zip packages and install screens, keep up with a future where everything is delivered by prompt?

🔑 Key Takeaways

• “Innovation in open source is painfully slow—but when it clicks, it changes everything.”
• “FAIR is technically exciting, but adoption will determine its real impact.”
• “If the future of websites is built via prompts, how long do themes and plugins matter?”
• “We need a clear vision from Automattic and the broader WordPress leadership on where we go from here—especially in an AI-driven world.”
• “WordPress still has that 'old tech' stigma. Will we shed it before it's too late?”

🔗 Important Links

• Podcasting 2.0
• FAIR Project (via Linux Foundation)
• Matt Report

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In this off-the-cuff response episode, I react to a pointed comment left on a recent YouTube live stream I hosted with Mark Z. Mansky. The topic? AI and its role in the WordPress ecosystem—something I think about a lot both at Gravity Forms and through the work I do with The WP Minute. The commenter, frustrated by AI's use of "stolen" code and content, challenged the moral and ethical implications of using AI in development and creative work. So, I took a beat to respond—not as a definitive authority, but as someone also trying to navigate this shifting landscape.

This episode is less polished, more personal. I dive into the contradictions and moral gray areas we’re all grappling with as AI tools become more accessible and influential. I share my cautiously optimistic view of where this tech is heading, and why I think adoption will remain uneven due to competition, complexity, and user habits. I also challenge the notion that AI is the first to commoditize creativity—Google did it long ago with SEO and structured data.

It’s not about blindly defending AI. I’m right there with you asking, “Is this sustainable?” and “Where does this leave original creators?” But I also can’t ignore the reality: this isn’t new. Developers (and creators) have always borrowed, repurposed, and remixed—AI just happens to be doing it at warp speed. This conversation is a reminder that these tools didn’t invent the game—they're just playing it faster.

Key Takeaways

• “I’m not saying AI will take over everything, but it’s not going away either.”
• “Google gamified the entire internet before AI ever did. SEO was the original MMORGP.”
• “Copy-paste culture in coding isn’t new. AI just made it instant.”
• “In open source, sharing and remixing code is the whole point—so where do we draw the line?”
• “We need to explore this tech critically, not evangelize it blindly.”

URLs Mentioned

• https://www.youtube.com/live/fIYMsn3DcPI

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In this episode, I'm addressing the ongoing discussion about AI's impact on jobs, businesses, and particularly, those of us deeply involved in web and content creation. It's easy to get swept up in the fear that AI will soon replace all of our roles—whether you're building websites, editing videos, or crafting copy. But I think it's crucial not to leap to extremes. AI isn't something that's going away quietly, but nor will it completely eliminate the human factor, at least not in the immediate future.

The heart of my advice revolves around human connection. Rather than panicking about pivoting your entire business, double down on understanding and engaging with your customers. The value in maintaining strong, meaningful interactions will likely become even more critical. I foresee a shift from focusing solely on deliverables—like websites, content, or features—to prioritizing deeper relationships and tailored experiences. Your expertise, insights, and ability to genuinely connect might become your most valuable assets.

While it's important to stay informed about AI and how it's evolving—be it through APIs, LLMs, or new middleware like MCPs—it's equally vital to maintain perspective. We're in a dynamic and uncertain phase, and no one can predict exactly how things will unfold. So, rather than reacting impulsively, invest time in building deeper client relationships and adapting thoughtfully to the changes.

Great Takeaways:

• "The value of human interaction will likely become your key competitive edge."
• "Instead of panicking, talk to your customers regularly and understand their changing needs."
• "AI won't replace meaningful relationships—it might even make them more valuable."
• "Don't pivot blindly; enhance your current strengths and deepen your customer engagements."

Important URLs Mentioned:

• Learn how to vibe code WordPress plugins the right way

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In this solo episode, I ask a critical question for WordPress agency owners and freelancers: where do you stand with AI? Are you ignoring it, dabbling with it, or going all in and restructuring your agency around it? It’s time to figure out what kind of role this technology plays in your day-to-day work and how it might shape your future.

I compare today’s AI shift to the 2008 financial crisis that helped fuel the rise of WordPress agencies. Back then, budget-conscious clients and evolving CMS features gave WordPress a clear advantage. Today, the same kind of shift is happening with AI, but the pace is faster and the stakes are higher. The good news is that clients are still learning and need guidance, which opens the door for agencies to lead with clarity and experience.

At the WP Minute, we’re ramping up our focus on agency content. Whether you’re hearing clients ask about AI, seeing DIY sites that need fixing, or rethinking how you price your services, I want to hear from you. Let’s get the conversation going and share how real agencies are navigating this transition.

Takeaways and Quotes:

• “Where do you land on the spectrum: zero, one, or two? Zero being ignoring AI, two being fully transformed by it.”
• “We’re at another pivotal moment like the WordPress 3.0 days, only now it’s about how AI reshapes how we work.”
• “Clients are still learning how to take photos on iPhones. You think they’re ready to fully trust AI for business workflows?”
• “There’s a huge trust gap with AI. That’s where agencies can step in and lead.”

Important URLs:

• The WP Minute – Subscribe for agency-focused podcast content
• @mattreport on Twitter – Respond to the episode with your AI stance (zero, one, or two)
• Agency Series with Toby & Kurt – A behind-the-scenes look at running a WordPress agency

Let’s make this a conversation. Agencies aren’t over, they’re evolving. Where do you fit in?

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In this episode, I’m laying out the foundation for a new initiative I’m calling The Thriving Project. It’s a simple, community-driven effort to refocus the conversation around why WordPress matters—especially in this era of AI hype and increasing web complexity. This isn't a top-down campaign. There’s no committee. It’s just us, the WordPress community, creating and sharing authentic content that answers a powerful question: Why WordPress?

Whether you’re a developer, marketer, agency owner, or solo creator, I’m encouraging you to take a moment over the next 90 days to write a blog post, record a podcast, make a LinkedIn carousel, or shoot a video sharing your personal story or professional use case. Why do you use WordPress? How has it powered your career? What makes it relevant, especially now? This content isn’t just for vanity metrics—it’s a way to reconnect with the essence of WordPress as open publishing infrastructure, a business enabler, and a creative toolbox.

The episode also touches on my experience with past marketing efforts inside the WordPress ecosystem—like the now-defunct Media Corps and the challenges of volunteer-led marketing teams. But rather than wait for centralized solutions, The Thriving Project is about creating decentralized momentum. It’s about amplifying voices, celebrating wins, and fostering pride in our platform without the red tape.

Great Takeaways & Quotes:

• “We all know WordPress has a marketing problem… but we don’t have to wait for an official fix.”
• “This isn’t just about WordPress thriving—it’s about you and your brand thriving by sharing your ‘why.’”
• “WordPress is a bridge to open publishing. It’s portable, empowering, and still one of the smartest decisions for your business.”

Important URLs Mentioned:

• mattreport.com
• thewpminute.com
• LinkedIn, Twitter/X, and other platforms where the #WhyWordPress hashtag may emerge

Let me know if you're on board or planning to contribute—I’d love to help amplify your story.

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In this episode, I unpack Joost de Valk’s recent post on ProgressPlanner.com, where he describes the “two faces of WordPress”: the community-driven contributors and the commercially-driven businesses. While I largely agree with his premise that there's a widening gap between the two, I think there’s more nuance that needs to be acknowledged—especially for those of us who’ve been working at the intersection of both worlds for over a decade.

The article calls for companies to support the WordPress community with not just money, but time, code, and visibility. And I’m all for that. But it misses a key detail: some of us never left that middle ground. I’ve been covering the WordPress economy through The Matt Report and The WP Minute for 15 years—often operating without the support or even recognition that pieces like this seem to think don’t exist. If we’re going to talk about this divide, let’s not forget the creators and media voices who’ve been holding the two sides together.

Visibility isn't just a concern—it's one of the biggest challenges facing WordPress media today. Outlets like mine, which aim to bridge the community and business sides, consistently struggle to get meaningful support, whether that's financial backing, promotion, or access. We've long been amplifying voices and stories from both sides, but the support ecosystem hasn’t kept pace with the value we bring. The shuttering of the WordPress Media Corps is a missed opportunity to bridge that gap. And while Joost’s piece focuses on the lack of business contributions, I argue that the flip side is true too: the community hasn’t always embraced the business-minded, even though many community contributors work for those very businesses.

So, is WordPress stronger when both faces look in the same direction? Absolutely. But let’s not overlook the people already doing that work. We need to invest in the in-between: the storytellers, the indie media outlets, the connectors who understand both sides and are building the bridges every day.

Takeaways & Quotes

• “One does not build an empire by serving this intersection of community and business.”
• “There are a handful of us still doing the work Joost is calling for—we just need visibility and support.”
• “The business side has long been dismissed by parts of the community, even while funding it.”
• “The Media Corps was an opportunity to get independent voices closer to .org. We lost that.”
• “People want content that resonates with them, especially in an AI world—flaws and all.”

 Resources & Links Mentioned

• Original blog post by Joost de Valk: The Two Faces of WordPress
• The WP Minute: thewpminute.com/support

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If you’ve ever said “I suck at marketing” or felt like you just don’t have what it takes to get your business out there, you’re definitely not alone. In this episode, I dig into why so many of us (myself included) feel overwhelmed by marketing and think we’re just not cut out for it. The truth is, marketing can feel like an endless checklist: blog posts, podcasts, newsletters, YouTube, webinars, speaking gigs—the list goes on. But here’s the thing: you don’t need to do it all at once, or even at all. The most important step is to start small, get personal, and focus on communicating who you are, what you do, and who you serve best.

I also share how imposter syndrome creeps into marketing for all of us—yes, even after years in the business—and why it’s crucial to slow down and break things into tiny, actionable steps. Sometimes, what feels basic or obvious to you is brand new to someone else. By explaining things clearly and authentically, you can chip away at that feeling of not being good enough. Practicing your pitch, your content, and your story—whether through a podcast, a blog, or even a five-person webinar—will build your confidence over time.

We talk about how “promotion” isn’t inherently inauthentic or annoying—unless you make it that way. If you’re coming from a place of genuine value, people notice. The biggest hurdle? Just starting. That might mean launching a blog post, sharing a story on social, or asking a handful of people to join you on a webinar. The process is iterative—much like a stand-up comedian refines their material over years, you refine your marketing one step at a time.

To wrap up, I invite you to take action—just one piece of content in the next 24 hours. And if you want to join a community of like-minded creators, check out our WP Minute membership for just $5. If my years of content have brought you value, consider joining us and bringing your perspective to the conversation.

Takeaways & Quotes

• “Start small and tackle that one cornerstone thing you can do really well.”
• Marketing isn’t about doing everything—it’s about telling your story authentically and consistently to the right people.
• Imposter syndrome happens to everyone, but the cure is taking one small step at a time.
• “If you want to sell a thousand, you must sell one first.”
• Practicing your message, even to a small group, is how you gain confidence and build momentum.
• Authenticity and value-driven marketing always win out over being “salesy.”
• “In the age of AI, human stories and genuine engagement matter more than ever.”

Important URLs Mentioned

• WP Minute “Be a Podcast Guest” Free Mini Course: thewpminute.com (Scroll to the footer for the sign-up)
• Join the WP Minute Membership (Slack Community): thewpminute.com/support
• Matt Report: mattreport.com

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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

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