When I have a problem or I’m stuck creatively, I turn to the Internet. I follow people on Twitter, I read blogs and I poke my head into sites that redistribute content I like. I’m sometimes in awe at the level at which people are thinking and what they are sharing.
Other times, however, I’ve read content I consider to be lazy and unnecessary. But what I’ve come to realize is that, sometimes, content that seems boring and obvious to me is content that wasn’t written for me. So even if a blog topic might seem like useless clutter on your otherwise brilliant site, it could be just the thing someone else is looking for.
Why post something that everyone already knows?
Because not everyone does. Whatever you are pursuing, or whatever you are looking to learn more about, there is someone else who is not as far along on that journey. What might be trite or useless to you is something that will help another person move closer to their own goals.
You are not the audience
Audience is not only determined by gender, age and financial position, but also by the level of experience or familiarity with the topic. Imagine the difference in content needs between what an enterprise-level computer networking professional and someone wanting to connect the computers in their home. Strive to understand the level of experience your audience may have and write content to help them solve problems you overcame at that level. If you are always trying to write the next industry-changing blog post, you might actually be overshooting your own audience.
Stop trying to change the world and start with one person
You’ll hear time and time again that you should share what you do. Waiting or struggling to write content that will profoundly inspire your readers is as much an excuse to do nothing as it is a foolish point of view to begin with. Sure, it might be a lot more glamorous to share your latest design for Nike, but don’t be so quick to dismiss things that feel mundane or commonplace: they may be crucial pieces of the puzzle your readers might not have. Stop looking at your blog as a way to show off how brilliant you are: use it to help elevate others.
Don’t hesitate to share what you do even if it’s been said before. Wouldn’t you rather be able to direct your clients/audience to your website to solve their problem or teach them something, rather than send them elsewhere? On top of that, having these solutions on your site shows that you are the expert worth paying attention to.