Ask yourself what you are best equipped

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When mulling over what to blog about, I use this type of diagram to decide what I am best positioned to talk about. On the left would be the audience interests and concerns that you figured out in the previous step. On the right, your expertise. In the middle, you get a set of themes that you can specialize in. This doubles as the position you can take in your customer’s world. If you can pinpoint a mix of exciting, aspirational, and realistic themes here, that’s best.


It’s one thing to know what your audience likes. But chase that, and you’re cyprus business email list competing with Medium or Buzzfeed. It’s another to know what you’re good at talking about. But chase that, and you’re talking to yourself. The magic is finding the spot where your audience’s interests and yours intersect. During a recent workshop, a woman asked me, “I’m a photographer, and the people who like to work with me are outdoorsy — so are you saying I should create a blog post on hikes in the area?” No.


Don’t do that. There are a lot of websites out there that are way more invested in writing about hikes than you, and chances are they have more authority in that topic. My reply to her: “How about creating content around the most photographable hikes in the area? You can create one blog post for Instagram, another for portraits, and even another one for engagement photos!” The point is not to create content just because people care about X, Y, or Z.


to talk about, and how that intersects with your audience's interests. The more specific, and more unique to you and your audience, the better. Keyword research your topics Once you know your sweet spot, think about general topics and plug those into a doc or spreadsheet. Then pull those ideas into your favorite keyword research tool. I generally start with a list that has one root word, and export out different keyword ideas using a few tools.