Blog
On making content, for experts.
How to decide what to say, how to be comfortable on camera, and what you can publish in a tightly regulated profession. We write regularly.
Posting the same video everywhere: where it works and where it does not
Feeding several platforms from one recording is right. Using the same opening line and the same caption on all four is not.
Read the article →They forgive the picture, not the sound
What makes viewers leave a phone-shot video is usually the audio, not the image. Four things you can fix without buying gear.
If you used AI to make it, you have to say so
Advertising rules now address AI-generated characters and fake consumer reviews directly. What that means for experts making their own content.
Three questions before you tell a client's story
Concrete cases make expert content land. But the person in that case is not yours to share. There is a practical line to draw.
Answering comments: general information yes, personal advice no
“I have the same thing — what should I do?” lands in every expert's comments. Answering builds trust; answering the wrong way puts both the person asking and you at risk.
Make it work with the sound off: four rules for captions
People scrolling a feed often meet your video with the sound off. Captions are not decoration; they are the only way to reach a viewer who never turns the sound on.
Why did your scheduled post not go out?
There are a few reasons a post does not appear, and not all of them are yours to fix. Knowing which one it is tells you what to do.
Do not give your assistant your password
When an expert shares their account, the approval record names the wrong person. In regulated professions that costs far more than the convenience is worth.
How many posts come out of one recording?
If you do not have time to film weekly, the problem is not frequency — it is how many pieces you get out of a single take.
Does AI know who you are? And why that matters
People increasingly ask a chat model instead of a search engine when looking for an expert. If your name is not in that answer, you are not there.
I held the phone upright — why is my video letterboxed?
If the video you thought you shot vertically has black bars above and below, the mistake is not yours. A phone camera does not always record how you were holding it.
What can regulated professionals actually post?
Lawyers, dentists, accountants — the field people call “forbidden for us” is in fact fairly open. The line runs between informing and advertising.
What should you talk about? Where the gap meets demand
“I have no content on this” is a weak reason. The strong one sits where two signals overlap.
How not to freeze on camera: let the text scroll
Memorising is hard and improvising is harder. There is a third way, and done right the viewer never notices it.
Consistency brings more work than talent
The expert who films one perfect video a month loses to the one filming an ordinary video every week. Not because of quality — because of recall.