If Other People Are Writing About a Topic...Should I Even Bother?

Every industry has its newsworthy events that seem to take over the media. If you cover celebrity gossip, should you even talk about the Jeff Bezos wedding if People magazine already has an article out about it? If you have a blog about politics, is it even worth discussing what Congress is up to when it's already on the nightly news?

In the case of my clients...should you even write a blog or create a video about the Big Beautiful Bill when it seems like the financial news is saturated with that topic?

Here's the fine line you need to dance as an expert in your industry:

You don't want to cover what's already been covered.

HOWEVER, you don't want current and potential clients to think you're not informed because they don't see relevant information about a hot topic in your marketing.

I often have meetings with clients who groan when I ask them if they want to talk about something that's hot in the news.

"Investopedia and everyone else already have an article about it. We'll just get lost in the noise."

Well...yes and no. It depends on how you go about it.

Let's take this example of the Big Beautiful Bill. Information about it is everywhere. There is no point in just creating a summary of what it is.

UNLESS.

• You make it apply to a specific demographic, business owner, retiree, student loan holder, etc.

• You include what you really think about how it will affect your ideal client.

• You put your own personal spin on it.

Let's think about it this way. I used to love the Fashion Police on E! News. But I could have seen pictures and stories about red carpet moments anywhere. What I tuned in for was Joan Rivers' snarky take. I'd much rather watch that than just flip through pictures in Vogue.

So, how can you be the Joan Rivers of your industry? Let's talk about how you can take a topic that seems "overdone" in the news and make it your own.

Relate It to Your Audience:

Think about how the news topic connects to the needs, interests, or challenges of your specific audience. (In the case of Joan Rivers...she knew most of us watching were just a little bit bitchy.)

Offer Insight:

Don’t just regurgitate the news. Share your unique perspective or expert insights. For example, explain the long-term effects of a market shift and how it affects various financial strategies.

Make It Relatable:

Share how the news topic affects real people.

Provide Actionable Takeaways:

After discussing the news, always give your audience clear, actionable steps they can take based on the information.

Invite Discussion:

At the end of your blog or video, ask your audience what they think about the news topic. This can create an interactive space where your audience feels involved and shares their own insights.

Let's take the example of the Big Beautiful Bill. Here are some specific topics that use the advice above to make them more granular.

Is the Big Beautiful Bill Making It Easier to Save for College? Here’s What You Need to Know

Present a case study of a family with young children, showing how they could use the new benefits from the bill to enhance their college savings strategy.

Could the Big Beautiful Bill Affect Your Estate Plan? What You Need to Do if You’re in a Blended Family

Detail steps for clients in blended families to review and potentially update their estate plans. For example, suggest revisiting beneficiary designations and examining the impact of the new law on trusts, particularly if they have minor children or stepchildren.

How the Big Beautiful Bill Might Affect Social Security Benefits: Should You Retire Early or Wait Longer?

Walk through a detailed case study of a 62-year-old retiree who is considering filing for Social Security. Compare how the benefits would change based on different claiming strategies under the new legislation.

What You Should Do NOW to Maximize Tax-Advantaged Accounts Before the Big Beautiful Bill Takes Effect

Use a hypothetical 45-year-old professional with a significant salary who should increase their HSA or IRA contributions for tax savings. Break down how much they can contribute to maximize tax savings before the bill takes effect.

Remember that most people who are searching for clarification about a topic aren't just searching for something broad. They're looking for "how will the Big Beautiful Bill affect me as a small business owner?" or "will the BBB affect my tax bracket?" The more specific you can get on your explanation, examples, and opinions, the more likely your content will show up in a search.

Bottom line: YES. You should be talking about current topics, even if you feel like they're "talked out." The last thing you want is for a client to forward you something from someone else that says, "Did you know about this?"