You are an expert who solves expensive problems for serious people, and you already know you need to be visible online. The challenge is that most advice on video content, and a solo podcast even, comes from a world that has nothing to do with yours. All those videos about how to “go viral” or make viral content is not relevant to our online goals.
Marketing “gurus” tell you to act like a creator to “go viral”. Their advice might include stuff like film your lunch (“behind the scenes” content), use trending audio or topic trends, and post three times a day on short form platforms or at least weekly on long-form platforms like YouTube. To time your content, post at a certain time of day, be consistent… for years, and cross your fingers the algorithm sorts it out and likes you.
This advice doesn’t work for consultants and professional services providers like us, because clients are looking for (and buying into) expertise. This means that your audience expects substance.
There is a better way to build authority that avoids the “influencer” approach completely. Long form content that builds audience trust is a better strategy.
Vlogging vs marketing vs a solo show
A vlog or audio blog documents your life, but a podcast documents your methodology, your frameworks, and how you think about the problems your clients face. This distinction is important because your audience of future clients don’t care about your day, or behind the scenes. They care about how you solve the specific, painful problem keeping them awake at night. They want to know that they can trust their business is your hands.
It’s also a lot different than standard marketing content in social media, which often falls flat because the platforms don’t want to support it “for free” (organic reach), and most audiences scroll past.
A podcast, video and/or audio, gives you a container for sharing your expertise in a public space in a way that is more likely to be heard or watched.
Solo podcast episodes build trust faster
Most podcasters default to interview shows because they think interviews are easier, and assume guests will bring an audience or help them find a larger one. I regularly see posts online (reddit and social media) complaining that a guest did not “help market” the interview, including from business professionals.
Interviews can actually work against professionals who want to build their own authority. When you interview a guest, the audience learns from your guest, and they primarily demonstrate business competence. You become a host, asking questions instead of answering them. Which is a skill you need to dedicate yourself to and hone to make yourself look good, too. Did you want to become an expert at interviewing? Because your audience will likely, and primarily, judge you on that skill instead of whatever your business focuses on.
A solo podcast puts your expertise front and center.
You speak directly to the camera and articulate your worldview. You explain why the industry standard approach is failing and offer your specific solution. You detail a pain point your audience is facing and how you address it best. This solo podcast format demonstrates competence in a way interviews cannot. A listener hears you for twenty minutes, realizes you understand their problem better than they do, and that realization builds trust immediately.
Oh yeah, your solo episode can be a lot shorter than an interview! Which can save you time and money.
Using a director when you record
Recording a solo episode scares people because they worry about rambling, looking at the wrong part of the lens (or looking at the lens at all), the quality of their voice, or boring the audience. These worries are valid when you record alone, which is why you might want to invest in a director. Professional shows have directors, and you can too even if you are remote or a smaller business.
A remote director fixes these problems in real time by telling you to slow down, helping you rephrase a tangled sentence, and watching your eyeline while coaching you through the delivery. Things like vocal prosody and energy.
You can practice, get some notes, then simply show up and speak. The director ensures you look and sound right for your show (which is something I offer at StereoForest), and perhaps some notes for how to keep practicing if you’re newer to this kind of delivery.
You don’t need to focus on views
You must measure success differently than a typical YouTuber measures success. A small number of views from the right people (say, decision makers) is just as effective financially as a viral video that is entertainment centered.
I remember watching a video about a creator who had a couple million followers and regular viral content. She wanted to monetize in a diversified way (her Adsense didn’t pay much for the views), and she started selling merch like t-shirts and similar. She didn’t even sell 10 t-shirts in a month despite having millions of views on the videos. This is because her audience is incredibly wide, the relationship is shallow (many of those viewers aren’t regulars), and the product is not addressing a pain point.
I guess unless you don’t have a t-shirt or mug.
A video podcast is an asset you can send to a prospect before a sales call or embed on your proposal page. It continues generating trust long after you record it.
Moving forward without “being an influencer”
You can exist online without compromising your professional image. Lose the trends, stop watching videos about “going viral”, give up tracking those view counts.
So what happens? You get the camera, or a micropone, and start sharing what you know about your audience’s pain points. And start building that brand (which can happen slowly, it’s okay!).
Last Updated: February 3rd 2026
