Andy NearyI help insurance professionals turn brand awareness into business growth.

Social media content is like baking a cake 🎂. Business content = the eggs and flour.

4 Aug 2025 · 0 min

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Andy Neary compares content strategy to baking. Business content is the eggs and flour, the foundation that builds credibility for hiring. Personal content is the sprinkles and frosting, which builds trust but can't replace the core ingredient.

I tell people it's like baking a cake. Right. If you want to bake a cake, the foundation is what, eggs, flour. That's business content. Personal content is the sprinkles, the frosting, the things that make it taste good. But you can still have a cake without it.
Yeah. Yeah.
Once in a while, post the personal stuff because we do trust people. We feel like we know for sure.
For sure.
But you can't just live on that. Can't just live on that because that. That's going to help build likeability. But you're not building the credibility from the businesses that can hire.