• Katie Earl

How to write totally unique content for your business

“What if someone else has written on this topic already? Should I pick something different to blog about?”

This question came up in a blog-writing workshop I ran recently, and it’s a totally understandable concern.

After all, we live in the Information Age. There is SO MUCH content already out there. How can you possibly write a blog that’s new, unique, and interesting for your readers with so many others chiming in with their two cents?

It’s easy to let this thought paralyse you into inaction. To stop that from happening, I want to help you to reframe this challenge into something inspiring and motivating. Let’s get started.

Stop trying to find new topics to write on

Writing a blog for your business isn’t about reinventing the wheel. Your task is not to hit your audience with the most unusual, unheard-of topics to read about.

Your job is to provide them with helpful, interesting content on topics that are genuinely helpful to them.

Doing so requires you to leave your ego at the door and lean fully into what is helpful to them.

Next time you’re planning to write a blog, instead of researching whether anyone else has written on the topic you want to cover, ask your audience what they want to learn from you. What are they struggling with, what are they confused about, what has no one ever explained to them?

Answering these questions is how you create content that your ideal clients will delight in reading, because it’s designed specifically for them.

Focus on showcasing your point of view

In the same way that you won’t be the only person to be writing on these important topics, you won’t be the only person offering the service that you offer.

Everyone has competitors, and we all work hard every day to distinguish ourselves from our competitors.

So when someone chooses to work with you, they’re deciding that it’s YOUR personality, approach, point of view, and methods that they like.

So even though other people will have written on these topics, your ideal clients won’t want to read it from those people. They want to hear what YOU have to say on the subject.

Top tips and handy guides are very valuable to your audience, but even more valuable is sharing what YOU think about the problem they’re experiencing. Your readers want to know that your values align with theirs and that they can trust you.

Do you have any anecdotes that illustrate what you’re saying? Are there any trends in your industry that you disagree with?

Talk about these and the reasons behind your opinion so that your audience can make up their own minds about whether you’re the right person for them.

View similar articles as proof of concept

Having competitors in your industry isn’t always a bad thing. In fact, it could be a really really good thing.


It proves that there is a market for your skills and that plenty of people are looking for help with the problem that you solve!

Banish imposter syndrome by reframing the problem as an opportunity. It’s not about resenting the competition, it’s about seeing them as your colleagues and being motivated by the huge opportunity that this offers you to take your place at the table.

Apply this thinking to your blogs too. If lots of others have written about the topic, it proves that people really want help with this problem and are actively looking for the solution.

Take inspiration from your successes

Sometimes you can have all the best plans, a killer topic idea, and that blank page still feels too intimidating to make a start.

If this happens, I find it really helpful to go back to previous content that has made a splash and use this as a starting point.

Examples might be a social media post that got great engagement or led to lots of new enquiries, or perhaps an email to your list that got some lovely replies.

Repurposing content into a blog is a great way to know that your topic will resonate and has the added bonus of removing blank page syndrome. You’ve already got a starting point for your structure and simply have to expand on this to create the blog.

For help repurposing a social media post into an evergreen blog, my free video masterclass is a great place to start.

I talk you through the process I’ve used to repurpose my own posts into blogs, which I also use for my clients too.

Click here to access the masterclass today.

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