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| 1 minute read

Try not to overthink content writing... You might think what you know is boring but it's not!

Well to qualify my title, what you know is not boring to the people who are most important to you and your business niche.  

Unsurprisingly - what you know in your niche is of interest to those in your niche.  I like the point made below by the Content Marketing Institute - do not compare yourself to everyone else creating content and get worried your content is not good enough.  Their audience is not the same as your audience.   

When I write I try to remember when it comes to audience in B2B it is quality not quantity.  It is just great for only a handful of people to like and share my posts just as long as they are the right handful of people. 

When I create a post I am looking to influence my clients and my prospects. I hope that through that content those I look to influence see me as a 'trusted advisor'.

Trusted advisor is one of those phrases that gets bandied about a lot - but actually, if we are doing our job right we should be trusted by our clients and prospects.  Here at Passle last week we had a discussion about whether we should we talk about thought leaders or trusted advisors. I am not sure it matters - what is important is that it is not us who define ourselves as thought leaders or a trusted advisors but our peers, clients and readers who define it..   

You don't need to be Kim Kardishan with a million followers hanging off every word.  You simply need to be creating content that is relevant to the people whom you'd like to read it.  Do not stress over it too much - just do it :)

Looking to other content creators is great for inspiration and figuring out what audiences respond to in general. But, whoever they are and whatever they do, they’re not you. And they don’t share your same audience. Stop comparing yourself to them. Not only is there no guarantee that a concept that worked for someone else will work for you, but if you measure your brand’s performance against that of say, BuzzFeed, you’re going to be disappointed. According to BuzzSumo, BuzzFeed’s most successful article was shared 1.8 million times on Facebook and more than 50,000 times on Twitter.


content marketing, b2b marketing, thought leadership, trust, kim kardashian