Becoming the Go-To in Your Industry (and Turning Content Into Real Enquiries)
A few years ago, I read a couple of standout books on business growth. Book Yourself Solid and Key Person of Influence.
Different authors. Same core idea.
If you want to grow, you need to be known for something. Not everything. Something specific. And you need to show it consistently.
That stuck.
After a couple of decades in marketing and creative industries, I realised I’d picked up a fair bit along the way. Not theory. Real, practical things that actually move the needle.
So I started writing them down.
Nothing fancy at first. A monthly blog. The odd newsletter. Just getting ideas out of my head and into something useful.
Then Covid rolled in and, like most businesses, things shifted.
The content got a bit looser. A bit more human.
Not just “here’s a tip”, but something people might actually enjoy reading.
Some of the more questionable stories from my younger years made an appearance too.
Dropping a pocketful of loose change in a Chinese restaurant? That went in.
My Aunty Nora’s commitment to tanning in the 80s? Also made the cut.
This wasn’t just a creative writing exercise. Each article linked back to our core offerings and how they can help a business or organisation.
Give people something they can take and apply. Something that helps them make a better decision or finally understand why something isn’t working.
Because that’s what this is really about.
Not posting for the sake of it.
Building authority.
And in Papua New Guinea, where reputation carries weight and word travels fast, that matters even more.
Being “the expert” isn’t about knowing everything
It’s about being clear. Clear on what you do, who you help and the problems you solve better than most.
The businesses that grow aren’t the ones shouting the loudest. They’re the ones known for something specific.
Most content is backwards
Most businesses lead with themselves. Their services, their experience, their capabilities.
But their audience is sitting there thinking about their own problems. If you don’t meet them in that moment, your content gets ignored.
Content that actually leads somewhere
People don’t go from stranger to client in one step. There’s a process, whether you like it or not.
Your content needs to support each stage, from understanding the problem through to making a decision.
Stop guessing every week
If you’re constantly asking what to post, that’s a sign something’s off. It’s not a creativity issue, it’s a clarity issue.
Strong brands focus on a handful of themes and stick to them. That’s how authority builds over time.
Say something properly
You don’t need to be loud or controversial, but you do need to be clear. There’s a difference.
Safe, vague statements get lost. Clear, direct ones actually land and stick with people.
Keep the human layer
There’s no shortage of polished content out there. Most of it feels the same.
If your content doesn’t sound like you, people can tell. And when it doesn’t feel real, it doesn’t build trust.
Where marketing coaching in Papua New Guinea comes in
A lot of businesses in PNG are putting in the effort. Posting regularly, updating their presence, trying to stay visible. But without direction, it’s just activity. Coaching brings structure, clarity and a plan that turns content into actual enquiries.
Final thought
Being known in your industry isn’t about impressing everyone. It’s about making it easy for the right people to trust you. Do that well, and your content starts doing real work, not just filling space.