---
title: "The 70/30 content split"
description: "Expertise and personal content balanced across two pillars."
canonical: https://tomsharman.com/bookshelf/the-personal-branding-playbook/the-70-30-content-split/
updated: 2026-11-03
---

# The 70/30 content split

> Expertise and personal content balanced across two pillars.

Amelia Sordell's framework, from The Personal Branding Playbook, pp. 103 to 116.

Framework 4 of 10 from [The Personal Branding Playbook](https://tomsharman.com/bookshelf/the-personal-branding-playbook/index.md) by Amelia Sordell. Category: Content and packaging.

## The steps

1. **70% expertise.** Experience, FAQs, teach and tell, trendspotting.
2. **30% personal.** The personal touch, everyday life, tales of triumph.

## Where it comes from

From chapter: 6 What are you known for?, pp. 103–116

You have to be famous for something, so pick your content pillars. Sordell has two: personal branding (what she does) and her story (why people buy it from her). About 70% of content is expertise (experience, FAQs, teach and tell, trendspotting) and about 30% is personal (the journey, everyday life, tales of triumph). She says you need expertise, not to be an expert, that value depends on the audience, and that you must repeat the same message relentlessly because only about 3% of followers see each post.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-70-30-content-split.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-70-30-content-split-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-70-30-content-split.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/the-70-30-content-split-dark.png