The majority of companies and freelancers I work with know they need to blog, but they have no idea where to start or what to blog about. It can feel rather intimidating to tackle and after several failed brainstorming attempts, they often will give up on blogging altogether.
But here is the thing they often forget: As a business, they have a pretty big advantage in the world of blogging because they are automatically considered experts in their field. Unlike many bloggers who have to establish an audience who respects and trusts them, a well-branded business has that already built.
For example, if a wedding photography business posts an article titled “Best practices for a second shooter,” readers will automatically trust the article’s credibility. Or if Nike posts an article about the proper padding for a running shoe, consumers will trust it because of Nike’s reputation and will, therefore, engage with it.
So, this post will hopefully provide you with a long list of topics as you start building content for your blog. Before we dive in, remember you are an expert and you already have credibility. And remember the big picture and how you might be able to add value to your target market whether it is other industry professionals, consumers or both.
Any good writer will tell you…”write what you know.”
A few examples:
If you have a social presence or a solid email list, reach out to the people already engaging with you. This is an easy way to find out what would be successful on your blog.
Maybe you design websites, share a quick breakdown of your process or highlight a client that you got to work with or share what an ideal client looks like for you. Or perhaps you sell funiture, blog about what you look for in different products, what makes high-quality furniture or what customers should look for in purchasing decisions.
People are far more likely to engage with topics, blogs, and products that have humans involved with them. So what does that look like exactly? Well, say you are a plumbing business, consider blogging about some of your customers or ask one of your customers to talk about their business or highlight one of your employees.
This one is pretty straightforward but is often overlooked. Share stories of struggle and success. They don’t have to be long, they just have to be meaningful.
Now that you hopefully have a list of topics that work for your brand. Assign them to different people throughout your company, write some yourself and/or hire a writer to produce the content. Always keep a list going and keep finding more people to write for you. This allows blogging to stay sustainable.
Alyssa McNally is a freelance Marketing professional based in Nashville, TN. She spends most of her time writing, marketing, copy editing and running social media accounts. But when she isn’t working, you can find her painting, working out, or spending time with her husband & puppy.