Before anyone panics, let me be very clear.

These are not rules.
These are guidelines.

They exist to help you move, not freeze.

1️⃣ About 80% of Your Content Should Be About Your Thing

The goal of marketing is business.

Not impressing Janet next door.
Not pleasing someone you worked with once in 2017.
Not diluting your message to keep everyone comfortable.

This is your stage.
Your platform.
Your space of self-expression.

80% of your content should clearly communicate:

• what you do
• who you help
• how you help
• how people can buy from you

This feeds:

• AI
• algorithms
• search
• recommendation engines

The more consistent your topic, the more the internet understands who you are.

2️⃣ The Remaining 20% Can Be You Being Human

The fun stuff.
The silly stuff.
The behind-the-scenes moments.

This is where people connect with you as a person, not just a business.

That ratio has worked incredibly well for me for years, and I’m sticking with it.

3️⃣ Short-Form Video Is Non-Negotiable Right Now

Anything under 60 seconds matters.

• Reels
• Shorts
• TikToks

Over 50% of time spent on social media is now spent watching short-form video.

That’s at least an hour a day.

These videos can be:

• talking head
• conversational
• tip-based
• text on screen
• you doing something without speaking

They do not need to be fancy.

4️⃣ Rough Guide: 70% Short, 30% Longer Content

Again, not a rule. Just a guide.

About 70% of your content can be short-form.
About 30% can be longer-form.

5️⃣ “Long” Doesn’t Mean Boring

Long can mean:

• 3 minutes
• 5 minutes
• 10 minutes
• 20 minutes
• a full hour

What matters is watch time.

If people stay to the end, the platforms take notice.

On YouTube especially, watch time matters more than subscriber count.

The longer people stay, the more your content gets pushed.

6️⃣ Variety Is How You Find What Works

What works for me may not work for you.

That’s why you test.

Post:

• videos
• images
• text
• short
• long

Then check your analytics.

Facebook, Instagram, YouTube all tell you:

• what performs best
• what people stay with
• what gets shared

You can’t learn that without publishing.

7️⃣ Ease Beats Perfection Every Time

You’ll also discover:

• what you enjoy creating
• what feels easiest
• what you’ll actually stick with

That’s the real win.

Because consistency beats everything.

👉 https://sarahcordiner.com/legends

More coming. I’m not done yet.

Sarah x

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