One of the most difficult parts of content marketing is knowing what to share.

The first problem is thinking of great ideas for blogs, emails and social media posts. And the second problem is imposter syndrome, which has a habit of wittering on about “not being good enough,” and “What do you know that’s of any use to anyone?”

If you struggle with either of these, you’re not alone. I’m often in the same boat and have to remind myself of something very important: I may not know everything, but what I do know, I know well.

Seven kookaburras

This message hit home when I was joined by not one, but seven kookaburras on my balcony.

I wrote about it on social media. Here’s what the post read:

Seven kookaburras sat and watched me hang out my washing.

To me: a boring must-do chore.

To them: apparently fascinating as I moved clothing from basket to line.

Tenuous lesson link: Stuff you might think is dull and every day, could be interesting and fascinating to others. So share it.

You know loadsa stuff about your business. While it may seem meh and nothing special to you, it could be really useful and new to your audience. And that’s handy for your content marketing.

Turn what you know into content

Since this encounter, I’ve found it much easier — but not always easy — to create content for my business. I’ve taken the time to write down all the little bits and pieces I know about copywriting and content marketing and pick out what’s likely to be most useful to my audience.

You can do the same for your business.

Think about everything you know about your company, how you work and the industry you are part of. The chances are, lots of your customers and clients don’t know everything about how your world works. But they want to.

And if it’s a topic that’s already been covered a trillion times before?

So what.

I think it was Kate Toon who I heard say, someone may have already created the thing you want to create but for someone out there in the big wide world your version of it, your experience of it, might be the first piece of content they find that discusses it.

Don’t dismiss yourself from the conversation.

Share what you know, because you are fascinating.

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