Someone asked me recently why I keep writing about the same things. Landing pages. Email sequences. Copywriting. Marketing systems. Don’t I run out of things to say?<\/p>\n
The short answer is no. The longer answer is that this is precisely the point.<\/p>\n
There’s a temptation in content creation \u2014 especially when you’ve been doing it for a while \u2014 to want to demonstrate range. To show that you know about lots of things, that you’re a curious and multidimensional thinker, that you’re not just a single-topic person.<\/p>\n
This temptation, if acted on, will kill your authority building.<\/p>\n
Here’s why. Your audience doesn’t follow you for range. They follow you for expertise. They want to know what you think about the specific thing you’re known for. When you start writing about topics outside your core areas, you’re not expanding your reputation \u2014 you’re diluting it.<\/p>\n
Think about the people you follow for their content. The ones you genuinely learn from and trust. Are they known for having broad interesting opinions on many topics? Or are they known for being the best thinker you know on a specific subject? Almost universally the latter.<\/p>\n
Authority is built through depth, not breadth. And depth is built by returning to the same topics repeatedly with increasing nuance, different angles, and deeper thinking.<\/p>\n
Here’s the other thing most people don’t know about content: your audience is not reading every post you write. The algorithm is serving your content to a fraction of your followers on any given day, a different fraction the next day, and so on. The person who saw your post about landing page conversion today may not have seen your post about it three weeks ago. There’s an entirely new audience for every piece of content you publish.<\/p>\n
This means repeating topics is not redundant to your audience. It’s often the first time that specific person has encountered that idea from you.<\/p>\n
Repetition also signals expertise. The person who writes about email marketing once might know something about email marketing. The person who writes about email marketing every week and consistently brings new angles and deeper thinking to the topic \u2014 that person is an email marketing expert. Repetition establishes you as the authority on your topic more effectively than breadth ever will.<\/p>\n
Go deep on your topics. Return to them often. Trust that the depth and consistency are doing exactly what they’re supposed to do.<\/p>\n","protected":false},"excerpt":{"rendered":"
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