Phil Risher breaks content into two types: branding (dancing, funny videos) and educational, which builds authority. Google favors non-commodity content you can't replicate. He uses a specific Atlanta plumbing problem with wax rings as an example of hyper-local video that establishes expertise. AI search tools now surface videos directly in results.
We talk about social media content. There's 2 types of content that we see. One is branding content. So this is like your dancing stuff, you know, funny videos. And it's like, yeah, we got some good branding. The second type of social media content is educational content. And this is the bread and butter, in my opinion, that builds this entire stack. The reason is in Google's white paper, they said they want non-commodity content and they classify non-commodity content as content that anyone can make. So if every plumber can make the same content as you, then what's your unique authority building thing? There is none. So what they want is unique content. So how does this sound? It would be like in this specific neighborhood, neighborhood in Atlanta, the builder put in these builder-grade toilets and they all go bad after 2 years because they put this wax ring that's this size. And you're basically like talking about real things in the local area. This is the type of social media authority content that I would recommend building because in AI mode in ChatGPT and Claude, they also surface videos. You may have seen them actually showing videos in search results. So it's a really big change.
