Disclosure: I only recommend products/services I would use myself and feel might benefit you as well. This post contains affiliate links, and I may earn a commission at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.
Larry Brooks states in the introduction of his book Story Engineering that when he was deciding whether or not to write this book, there were already 128 million resources available on how to write books based on his Google search.
He decided to write it anyway because he knew that he had something unique and original to add to the space. The topic itself was not original, but his concept and content within the topic are unique.
This decision to pioneer through a populated space doesn’t stop at authors. So often, aspiring entrepreneurs feel they need to have a totally groundbreaking, never-been-thought-of-before idea. I used to be one of those people.
And I’ve anecdotally seen that for those that are already leading a business; they feel that their content needs to be on totally unique topics as well. For example, they might think that a particular blog topic has been covered by someone else before.
But the truth is, you don’t need a radically new topic or idea. You just need to make it unique to you. Demonstrate your thought leadership on the topic, incorporate your unique experiences, showcase how your business helps its customers in this space, frame it in a way that resonates with your target audience, etc.
Here’s why it’s so important to put out content related to your field even if the topic has been talked about before (and why it’s equally important that you don’t plagiarize or steal other people’s ideas).
Establishing trust & authority
I want you to take a moment to think about a scenario in which you aren’t posting content or having that book written just because the topic has already been covered. What does that look like?
This scenario may look like consumers visiting your site and then leaving because they can’t find the resources they need. Maybe your consumer is impressed with your product but is not sure if you’re really an authority in the field. And most detrimental, maybe you had an idea that would make even one person’s life better, and you kept it to yourself for fear of writing on a topic that others have written about before.
If you are able to publish a well-written work on a particular subject that has research, experience, thought leadership, and/or shows how you can help your target audience, you are establishing trust and authority with your existing and potential consumers and audience.
This is true whether it’s a book or an article (although a book establishes a whole new level of authority and credibility). Trust and authority help you to gain new customers, create customer loyalty, and give your customers peace of mind.
Creating a one-stop shop
While there may be other sources out there on whatever topic you have in mind, your customers’ time is valuable. They don’t want to have to go searching around for their information.
This is particularly true given that we are constantly drinking from a fire hose of information between social media, the news, search engines, and AI; it’s difficult to know who or what to trust in the sea of information.
If you’ve established yourself as an authority, your customer will be relieved that you are able to offer them the resources that they need. They don’t need to go searching around and you’ve already established a layer of trust with them.
Increasing visibility of your brand
Well-written content also helps to increase the visibility of your brand. This comes in many forms such as SEO, customers sharing the pieces/books you’ve written with their friends, or the marketing and PR that come with having a book written.
This actually then feeds a positive cycle that will take you back through the loop again. When your brand and content reaches more people then you establish more trust and authority, which makes you the one-stop shop for more people, which builds your business.
In this case, people found you because of your content and then will be drawn in to inquire about your products or services. In this inverse scenario, you’ve become the “one-stop shop” for what your business has to offer rather than providing content to your existing customers.
And the cycle continues!
I help time-crunched business leaders and entrepreneurs enhance their brand through my ghostwriting and strategic communication offerings. Sound like you? Book a discovery session using the link in my bio!
Disclosure: I only recommend products/services I would use myself and feel might benefit you as well. This post contains affiliate links, and I may earn a commission at no extra cost to you. As an Amazon Associate, I earn from qualifying purchases.
Disclaimer: This blog should not be construed as providing, or intending to provide professional financial, legal, psychological, or other professional advice. It is simply meant to share my experiences with those who may find them relatable and helpful.