I do bristle at the use of words like content and engagement. If you are thinking about those things, you’ve already surrendered. I believe thinking in those terms will lead you to make more of the same stuff that’s already out there.

Mostly though, nobody should make content. That’s a word used by platform operators because it’s all they see your work as. To them, the thing you’ve created is just another file they can store in their CMS, to be monetized later. Be a video producer or podcaster or digital artist or writer or whatever it is (more specific is better IMHO), but don’t call yourself a content creator.