Be an expert - post your knowledge like Patrick!

So, you know why you need to post. You know how to post, but you might still be stuck on what to post. Like I said before, it’s all about how you serve your message, how you present it, and how it lands with your audience. But let’s be real—it’s hard to create content sometimes, even for me. Moreover, if you are a rookie in copywriting and don't have a habit of posting your crap very useful information regularly, this question makes sense. So I’ve got a few tricks up my sleeve that I use myself.

Look at me. I made this post just to talk about what to post. That’s pro-level copywriting right there—hope you caught that. And take a look at this blog. It’s a blog about...how to blog. See? It’s that simple. Just follow me. Even if you copy this same approach, your posts will be unique because we’re all built different. Our perception, our communication styles—totally different. Someone is certainly gonna vibe with your style.

Yeah, yeah, I know, it’s a cheap trick. So let’s level up. I’m betting you’ve got a job you love (or at least tolerate). Why else would you still be doing it, right? This is prime material for content. Write what you do. Write how you do it. Heck, record something while you’re at it. Who knows? You might inspire someone to follow in your footsteps, and boom—they’re your colleague one day. That’s power. You feel it, don’t you?

But I do boring stuff. No one will care.

Nah, you are totally wrong. That’s straight-up ridiculous. I believe you underestimate the power of so-called "boring" content. You’re seriously underestimating how much people love so-called "boring" content. Search “swimming pool cleaning” on YouTube. Those videos have millions of views. Creators have millions of subscribers. Like, what?! Those numbers are wild. Same goes for pottery, welding, restorations. I could binge that stuff for hours. If you have insomnia, that’s a perfect sleeping pill, btw. You don’t need to chase hyped topics or follow trends. Your audience will find you, even if you think your job’s crap. It’s all about how you deliver it.

Still not convinced? Okay, here’s more. As you might’ve guessed, I’m a big fan of swimming pools. Don’t have one, but the obsession is real. So, let me hit you with a case study. Look at Matt Giovanisci and his Swim University. This guy pulls in 50k a month—yes, 50 thousand USD per month —talking about cleaning swimming pools. Think about Matt next time you’re whining about your "boring" job.

No job? No problem. I’m guessing you’re a student or learning something, right? Perfect! Write about what you’ve learned. Studying programming? Write about it. Learning languages? Post about it. Into marketing? We need more folks who can break down complicated stuff in simple terms. People love McDonald’s. We eat processed food; we consume processed knowledge. Maybe your explanation is what finally helps someone get it.

But I don’t have enough expertise to talk about these things.

Wrong again. I’ve got a friend who knows a ton about marketing, but she undersells herself while overhyping the "experts" with big personal brands. Don’t fall into that trap. Shine, my friend.

Hate your job? Too bored with studying? Easy. You’ve got something you enjoy. Chess? Calisthenics? Video games? Sure, we’ve got plenty of streamers and let’s players already, but don’t let that stop you. Want proof? Google “DIY Lego.” There’s a video called “Lego Mega Tank” with 7.7 million views. Yeah, 7.7 million. Don’t tell me you’ve got nothing to share.

You are very lucky indeed. When you do personal brand promotion, you have no limits. You are not obliged to study your competitors. Well, it might help you, but it’s not necessarily required. You are free to choose the social media you like, the genre you like, the content you like. Want to post photos on Instagram? That works. Want to make shorts on TikTok? That works too. Want to make videos? YouTube welcomes you.

Just do it—your content isn’t going to make itself.