What makes content worth reading.
WHAT ONLY YOU HAVE
Work you have done Mistakes you have seen What customers actually ask What works in your conditions What things actually cost
THAT IS THE CONTENT WORTH WRITING
WHAT GENERAL CONTENT LACKS
Specificity.
Anyone can write general advice. Only you can write what you have seen.
HOW TO USE IT
"We see this problem most often in older installations, usually caused by..."
"Customers ask this constantly. The answer is..."
"This costs roughly this much, and here is what affects it."
THE PRICE POINT
Customers search for prices and most businesses avoid the subject.
A general range answers the question and attracts the search.
FOR CASE EXAMPLES
Describe real work, with permission where appropriate.
Never invent a case study.
WHAT TO PHOTOGRAPH
Your work, as you do it.
Those photographs are content nobody else has.
WHAT THIS PRODUCES
Content a competitor cannot copy.
