An expert or a crazy person

I’ve found content creation to be one of the best returns on investment in my agency.

But it’s not always about bringing in new leads — a lot of its power lies in nurturing prospects and helping them see your ability and knowledge.

Businesses don’t want to go on an endless search to find the right developer — they just want confidence that you can do what they need.

When you send someone to one of your “resources” (aka blog posts), and they see how much writing you’ve done, without even reading it they are going to assume you know what you’re doing.

I’m going to butcher the quote here, but Mike Killen one said something like “Only an expert or a crazy person would create this much content about a specific subject”.

Content instills confidence.

One of the common excuses I see out there (in both meetings and in threads in the group) is that “there’s already a million blog posts about X out there”.

And that’s true. Our market, as much as any other market out there, is saturated with blog posts about every topic under the sun.

But that shouldn’t stop you from giving any (or all) of them your own spin.

Here’s why…

1. You have a unique perspective

There are a million ways to WordPress, and your unique combination of skills, tools, processes, experience, and even your personality mean that you have a completely unique perspective on any topic.

2. Your prospects aren’t reading a lot of blogs

Yeah, you may know that this topic has been covered to death — but chances are, your prospects haven’t seen any of them. Most people don’t go around reading web developer’s blogs all day, so introducing your content very well could be their first exposure. Wouldn’t you like to be the one that shapes their opinion?

3. No one knows what you know

One of the huge benefits to having content (even “generic” content) on your website is that it helps instill confidence in your business. If you’ve taken the time to publish an article on the topic, then people are going to assume you (a) have experience, and (b) know what you’re doing. If you aren’t addressing these topics, they may assume you know nothing about them!

Having these pieces of content is a huge time-saver in the long run too.

For example, I wrote an article giving step by step instructions on how to purchase a domain. Sure, there are a million pieces of content out there for that, but when a prospect asks me about a domain, I can send them my guide on how to do it.

This means I don’t have to re-explain this for the thousandth time, they do it the exact way I want (which makes my life easier), and they don’t have to go do all the research on their own (which, believe me, they’ll appreciate).

If you’re not sure what topics to tackle, the community put together a big list of “Agency FAQ’s” a while back. If you had a blog post for each of these questions on your website, you’d have a treasure trove of valuable information for your prospects and clients.

Also, keep an eye out for any questions your prospects or customers have (shout out to ‘They Ask You Answer’ — one of my all-time favorite books). These questions are always great topics for blog articles — because if they are asking about it, a million other people are thinking about it and haven’t asked yet.

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