This dilemma isn’t just something occasional writers suffer from- it even afflicts authors, editors and copywriters from time to time! If you keep a regular blog for your business that often features original content, then you’ve no doubt encountered a mental blank like this at least once! But no matter your business, here are a few quick steps to help you create a new blog post for your business, even if you don’t have a topic to begin with:
1. What will be of interest to my target audience?
Who are the people you do business with? What are their main problems or concerns that they entrust you or your business with solving? Many times, you will find that the problems you encounter are the same problems or issues that your target audience encounters. If the topic you decide to write about falls into this category of shared problem/ issue then your task is made easier, because you’re able to relate personally to the problem/s afflicting your target audience. There’s more incentive for your target audience to continue reading an article when they feel as if the author understands them and their problems and can relate personally.
2. In terms of skillset, expertise or my profession, what can I ad to this topic?
As a voice of authority in your industry, what great ideas, handy tips or useful advice can you share with your target audience? Perhaps you’re a mechanic who knows first-hand the costly problems that can surprise a person who puts off servicing their car? Maybe you work at a nursery and have noticed that many customers are watching their household plants and flowers die off because they aren’t receiving the suitable water/ light/ nutrients needed to grow and thrive? Perhaps you work with cosmetics and know some quick, easy tips that will help your target audience avoid suffering dry/ broken/ blotchy skin? Generally speaking, you either want to a) Present a problem you have the solution to, or b) Discuss a problem, product, service or concept that you can ad useful information to. Not only will many of your readers be thankful you helped answer a query of theirs, but regularly posting articles of this nature positions you as the “go to” person amongst your target audience. Should they have problems or queries of a similar nature in future, there’s a great chance they will bring their questions to you- as well as their business!
3. How can I be of service?
In short: How can you help? Perhaps you’re stocking a fantastic new product that is the solution to a problem commonly afflicting your target audience? Maybe you’ve learnt a useful skill or acquired new knowledge that can be of great benefit to your customers? Maybe you’ve had several customers or readers asking you the same question and you’ve decided to help them out by delivering a qualified answer in a single post? No matter the subject matter, writing a blog post or article for your business is only worth the time if you are able to offer something of value to your readers- in whatever form that may be.
4. How can I keep it as short and sweet as possible?
For anybody in business large or small, time is a precious commodity. It’s enough of a task going through your e-mail inboxes filtering out the junk from the e-mails worth reading, responding to or keeping on file! While your latest tips, suggestions or ideas may be of great benefit to your target audience, chances are they’re not going to clear their diary to make time to read your article. Whatever you’re looking to write about, how can you get the message across in as fewer words as possible? Whatever you have to share with your target audience, keep it bite-sized! The next tip will help a lot with trimming your article down to size:
5. What is my post about, in one sentence?
Knowing this makes it easier for you to get straight to the point as quickly and easily as possible when you write. If it takes several long-winded sentences just to summarise your post, then chances are it will take several long-winded paragraphs to actually write it. You want to keep it short and sweet, remember? Furthermore, knowing what your post is about (and knowing how it will benefit your target audience) in just one sentence also makes it easier to come up with a heading for your entire article. Having a catchy, informative heading often makes all the difference between your target audience passing on your article or taking a few minutes of their time to actually read it. Being able to sum up your post in one sentence makes it much easier for you to get to the point- and this is what your target audience is searching for as soon as they begin to read!
Following these 5 steps will help you next time you need to write an article or blog post and find your creative energy chained back by “writers’ block”. How am I so sure? This entire post is testament to that! 3 hours ago I had no idea what I was going to write here, so instead I sat down, went over these 5 steps - and 1,000 words later this is the result- a 1,000 word post inspired by not having anything to write about in the first place! This is not just something I can do because of my profession- by following the 5 steps listed here, the same opportunity is open to you, too. I wish you the best with your next post, and feel free to link me to your new article if these steps help you write one!