X-Factor Marketing with Tina Caul | Authentic Content Capture Playbook

This guide highlights the most valuable takeaway from my conversation with Tina Caul: turn your everyday business moments into powerful content by simply pressing record.

The Power of Authentic Moments

The most engaging content isn't polished or scripted—it's the raw, authentic interactions you're already having every day in your business.

Take Action:

• Stop overthinking content creation and start capturing real moments

• Film yourself solving client problems in real-time

• Record your natural conversations and interactions

• Embrace imperfection—viewers connect with authenticity

• Share your business reality, not a manufactured version

Quick Tip: The content that performs best is often raw and unedited. Tina reveals that her Zoom recordings with minimal editing often outperform professionally produced videos, sometimes generating 200,000+ views.

"The videos that are raw, unedited... do the best, but the fully edited professional videos where everyone looks like a canned presentation, they don't do very well."

Your Natural Environment Is Your Studio

You don't need a professional setup—your car, office, and meeting spaces are perfect content studios.

Take Action:

• Keep a second phone or camera ready to capture everyday conversations

• Film yourself immediately after client meetings while insights are fresh

• Use your natural environment as your content backdrop

• Think of yourself as a reality TV star documenting your work life

• Don't script your content—your daily conversations are your script

Quick Tip: After a client meeting, sit in your car and record a 60-second video about the most important question that came up and how you answered it. This creates valuable, authentic content with minimal effort.

"Your script is what you say every day. So think of it as reality TV. You are in your environment doing your thing every single day. If I had a camera out more often, I would have content for days."

Remember to Press Record

The biggest barrier to content creation isn't creativity—it's simply remembering to capture what's already happening.

Take Action:

• Create a habit of always having your phone ready to record

• Set a reminder at key points in your day to capture content

• Train yourself to recognize when you're solving a problem that others might face

• Make "pressing record" as automatic as checking your email

• Film spontaneous moments, not just planned content sessions

Quick Tip: When you're answering an important question for a team member, quickly grab your phone and say, "This is a great question—let me record my answer so others can benefit too."

"The biggest thing is remembering to pull the damn camera out. When you're doing something, you're like, 'Oh, why didn't I film that? That would have been great.'"

Solve Pain Points, Don't Perform

Focus your content on solving problems for your audience rather than trying to be entertaining.

Take Action:

• Identify the most common questions your clients ask

• Create videos that directly address these pain points

• When you solve a problem for one person, record it to help many

• Focus on value delivery, not performance or entertainment

• Ask yourself: "Is this solving a problem?" before creating content

Quick Tip: Keep a running list of the top questions you get asked. Each time you answer one in real life, immediately record a short video with that same answer to build your content library.

"What's the pain point that you're solving? When I do a video, I'm like, if I just solved a pain point for an agent on my team, I better put that on camera."

Leverage Your Captured Content

Once you've captured authentic content, maximize its impact through simple systems.

Take Action:

• Send all raw video clips to a virtual assistant for basic editing ($8/hour)

• Create a consistent posting schedule across your platforms

• Track which content gets the most engagement and create more similar content

• Don't be afraid to repurpose and repost your best performers

• Use AI tools like ChatGPT to create additional content from your videos

Quick Tip: Tina reposted a video that initially had 2,000 views and it generated 22,000 views the second time around. Your audience's memory is shorter than you think.

"I posted two weeks ago, a video that had like 2,000 views. I reposted it last week and it got 22,000 views. The exact same video, same cover."

Quick-Start Implementation Plan

Today

• Choose ONE platform (Instagram or YouTube) to start posting

• Identify the top 3 questions you answered for clients this week

• Record yourself answering one of those questions on your phone

This Week

• Set 3 daily reminders to "Press Record" during key business moments

• Film 5 short videos after client interactions

• Find a virtual assistant to help with basic editing

This Month

• Develop a system for capturing at least one authentic moment daily

• Create categories for your content based on common client questions

• Analyze which content pieces get the most engagement

Next 90 Days

• Build a library of at least 30 authentic moment videos

• Establish a regular posting schedule with your virtual assistant

• Repurpose your top 5 performing videos in new formats

Ongoing Habits

• Always have a camera or phone ready to capture natural interactions

• After every client meeting, record the most valuable insight

• Make "pressing record" as automatic as checking your email

  
  

Key Quotes to Remember

On Authentic Content "The videos that are raw, unedited... do the best, but the fully edited professional videos where everyone looks like a canned presentation, they don't do very well."

On Capturing Moments "Your script is what you say every day. So think of it as reality TV, but where are you going to hire the leverage of videographer that's going to come in and video you in your environment."

On Consistency "The biggest thing is remembering to pull the damn camera out. When you're doing something, you're like, 'Oh, why didn't I film that? That would have been great.'"

On Solving Problems "What's the pain point that you're solving? And that's really, for me, when I do a video, I'm like, if I just solved a pain point for an agent on my team, I better put that on camera."

Start Capturing Your Everyday Brilliance

This guide highlights the key insight from Tina Caul: the most valuable content is already happening in your everyday business interactions—you just need to press record.

Stop overthinking content creation. Your natural conversations, problem-solving, and expertise displayed in real-world settings are exactly what your audience wants to see. By simply remembering to capture these authentic moments, you can build a powerful content library that truly connects with your audience.

The secret isn't perfection—it's authenticity. Press record today.

-Wendy Forsythe