Let’s be real—creating completely original content in 2024 is close to impossible. With so much information already out there, it feels like everything’s been said before. But here’s the thing: that doesn’t mean you should stop creating content for your business. Your perspective, your voice, and your expertise are what make your content valuable. So no, you might not reinvent the wheel—but you can certainly make your version stand out.
Don’t Let Existing Content Hold You Back
It’s easy to freeze up when you realize someone else has already covered the topic you wanted to tackle. You think, “Why bother?” But here’s the truth: no one has said it the way you will. Your unique take, personality, and approach are what make it fresh. Sure, the problem you’re talking about may already have articles, blogs, and videos, but they don’t have your voice.
When you’re creating content, you’re speaking directly to your audience—your current and potential customers. Most of them haven’t seen that other content you’re worried about, and even if they have, they haven’t heard your perspective. So put your spin on it. Add value by making it personal and relevant to the people you serve.
Action Step: Instead of thinking, “This has been done,” ask yourself, “How can I make this relevant to my customers?” Add your experience or include a local example to make it unique.
The Power of Personality: Make Them Trust You
People don’t just buy services; they buy from people they trust. When you create content, it’s not just about the facts—it’s about your personality. It’s how your audience gets to know, like, and trust you. And that’s what makes your content memorable. You don’t need to be a superstar on camera or a perfect writer. You just need to be yourself.
Whether you’re writing a blog, recording a video, or sharing a post on social media, let your personality shine through. What’s going to keep your audience coming back isn’t just the information—it’s the connection they feel with you. The more they feel like they know you, the more they’ll trust you when they need your services.
Action Step: When you create content, speak as if you’re talking to one of your customers face-to-face. Keep it conversational and make sure your voice comes through loud and clear.
Repurpose Your Content Without Burning Out
One of the smartest things you can do with your content? Repurpose it. Don’t think you need to create brand-new content for every platform. Turn that blog into a video, break it into bite-sized posts for social media, or use it as a topic in your email newsletter. The more you spread that content across different channels, the more chances you have to connect with your audience.
And no, you don’t have to be a full-time content creator to make this work. You can start small and build from there. The key is to plan ahead and make the most of what you create. Repurposing saves you time, keeps your message consistent, and ensures you’re reaching people where they are—whether it’s on your website, social media, or email inbox.
Action Step: Start by taking one piece of content—like a blog post—and break it down into smaller pieces. Use it to create a social media post, a short video, or even a tip for your email newsletter.
Consistency Keeps You Top of Mind
You can’t expect your customers to remember you if you only pop up once a year. People are busy, and if you’re not regularly putting yourself in front of them, you risk fading into the background. Consistency is key to staying top of mind, and video content is one of the most effective ways to do that.
Want to hear a real-life example of how daily content creation can impact your business? Check out this episode of the Auto Repair Marketing Podcast where we discuss Doing Video Every Day for a Month to see how consistency pays off.
But here’s the thing—you don’t need to overwhelm yourself. You don’t need to post daily to stay relevant. What you do need is a regular schedule that you can stick to. Whether it’s weekly, bi-weekly, or monthly, what matters most is showing up consistently. When you stay in front of your customers, you’re reminding them why they trusted you in the first place.
Action Step: Set a realistic schedule for content creation. Start with what you can handle—whether it’s one blog a month or one social media post a week—and build from there. Consistency over quantity wins every time.
Don’t Overthink It: The Basics Are Valuable
There’s a common mistake I see: shop owners thinking their content has to be groundbreaking or super complex. Spoiler alert: it doesn’t. Sometimes the simplest content is the most valuable. What might seem basic to you—like how to maintain a car or when to get an oil change—can be brand-new information for your customers.
And trust me, people appreciate the basics. Your audience isn’t filled with auto repair experts—they’re people who need guidance, clear explanations, and practical advice. Don’t hesitate to create content around those simple topics. Your job is to educate and build trust, and that starts with the basics.
Action Step: Pick a common issue or question you get from customers and create a piece of content around that. You’ll be surprised how much value it brings.
Get Your Team Involved in the Content Process
Your team is one of your shop’s biggest assets—don’t leave them out of the content creation process! Featuring your staff in videos or blog posts can build trust with your audience. Plus, it humanizes your shop and gives customers a better idea of who’s working on their car.
Not everyone needs to be front and center, but think about ways to involve your team. Whether it’s showcasing a technician’s expertise or featuring a customer service rep explaining how things work in your shop, involving your team shows the human side of your business.
Action Step: Ask your team if anyone wants to participate in creating content. Whether it’s appearing in a video or writing a short piece about their role, it can add variety and authenticity to your content.
Own Your Expertise and Create Content That Matters
So, here’s the bottom line: in 2024, creating completely original content is tough. But that doesn’t mean you shouldn’t create at all. Your customers want to hear from you. They want your expertise, your personality, and your insights. Whether it’s a blog, video, or social media post, your voice is what makes the difference.
Don’t worry about whether the topic has been done before—focus on bringing something fresh by being yourself. Your customers don’t just want information; they want to feel like they know you. So go out there and create content that reflects your expertise, your personality, and the value you bring to your community.
If you need help with marketing your auto repair shop, that’s what we do at Shop Marketing Pros. Schedule a no-pressure discovery call with us today, and let’s get started on building the marketing approach that works best for your business.
