Start by considering your audience. Who are you trying to appeal to? If it’s a corporate blog then it’s most likely potential clients, staff, investors, etc.
- The first thing to ask is what information do they want to know?
- What questions do they always ask you and your teams?
- What baffles them about what you do?
- If they understood xyz better, would they be able to sell your services more effectively to their bosses?
- What legislation is changing in your industry that you could explain in layman’s terms?
- What do they need to know that they don’t know how to ask for?
- What, if given the chance, would they talk with you about all day?
Ask yourself and your colleagues these questions, or simply email the whole company and ask them, what question do you get asked most by your customers? The results will give you a great starting place to develop ideas for your content.
Other things to try:
- Go through presentations you’ve given, could the content be repurposed for a blog?
- Go through articles you’ve had published, could these be shortened into blogs?
- Does your company write white papers? They might generate several blogs that could be serialised.
- Look through the index pages of business books covering your area of expertise. Just the headlines to the chapters could give you inspiration to write your own take on any particular subject.
- Sign up for Google Alerts in your area of expertise. See what other people are writing. The aim isn’t to copy them, but be inspired by them.
- Ask your audience what they’d find interesting.
Once you’ve got a list of possible subjects together, the next step is to find the strongest contenders, schedule them into a content calendar, decide who will write each blog, and get writing.
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By Christine Jones, Tiger Mouth