In this video, I talk about something I’ve been thinking a lot about lately — how AI is changing the way people find and judge your business, and what that means for the way we create content.
You’ve probably noticed that AI summaries are taking over Google’s search results. Instead of sending people to your site, Google, Gemini, or ChatGPT might just summarise your content right there on the results page.
That means if you’re relying on a single blog post or a few keywords to get noticed, you’re probably being outshone by someone who’s showing up everywhere else too.
That’s why I start with video.
Video gives me multiple ways to be discovered — it can live on YouTube, be sliced up for social, transcribed into a blog post, and even turned into a podcast. But it’s not just about efficiency. It’s about showing up as a real person. People can see how you think, how you talk, how you solve problems.
And when they do finally land on your website, they already know you.
Think about it this way:
If two accountants have similar websites, but one of them regularly posts videos sharing advice and insights, who are you more likely to trust? The one you’ve seen explaining things in their own words, right?
That’s the power of showing up — consistently, and in a format that connects.
So yes, starting with video helps you feed every channel — but more importantly, it helps you build authority, credibility, and trust in a world where AI is rewriting the rules of visibility.
Create once, show up everywhere, and let your voice do the heavy lifting.
