How to Come Up with Blog Topic Ideas

Staring at a blank editorial calendar for next quarter? We’ve all been there. Consistently coming up with high quality content ideas is tough, especially when you’re being pulled between other business initiatives like an old-school Stretch Armstrong. 

The good news is that this simple exercise will get ideas flowing like Niagara Falls. Then, you’ll be on your way to categorizing ideas into your content pillars, creating outlines, and finally publishing fresh blogs, videos and social posts.

3 questions to inspire engaging content marketing topics

Before we dive in… why three questions?

The strategy behind asking these three questions is to unearth existing knowledge that you and your team already have about your audience, your customers, and your product or service. Once you tap into this knowledge, you’ll be set on dozens of ideas for the next quarter and beyond. 

Question #1: What are the most common questions that prospects or clients ask?

You can probably think of a few FAQs right off the bat. Start with those and create a blog post or video to answer each question. 

Now dig a little deeper: look through notes you took during Discovery Calls, examine your inbox for Q&As with prospects, ask public-facing team members what they’re hearing directly from prospects.

Bonus points: Pay attention to the way the prospects and customers ask questions. What words are they using? Are there common phrases? Is the focus primarily on a specific service?  

Question #2: What makes your service unique?

Another way to think about this is to look at your unique processes. What are the real benefits of working with you? What does a successful project look like? What are your goals when working with a client?

Start big picture then keep refining your answer until you have several supporting reasons.

For example, let’s say the big picture benefit is that you work 1:1 with a limited number of clients.

Okay great, but why is that important? Because limiting the number of 1:1 clients allows you to better focus on each client’s needs.

Okay great, but why is that imporant? Because when you can focus, you can provide more personalized instruction.

Okay great, but why is that important? Personalized instruction is the special sauce!

See where I’m going with this? Each level of “okay great, but…” is a potential topic or two that you can use in content marketing. Write blogs and record videos explaining each step using specific examples and stories to communicate your points.

Question #3: How do prospects know they’re ready to work with you?

Not everyone is at the right stage of their business or lives to work with you right now but that doesn’t mean you can’t help them get there with excellent content. Think about what a potential client needs to do or prepare before working with you:

• What questions do you ask during discovery to find best-fit clients?

• What kind of preparation does a client need to do before you can serve them?

• What do you wish your clients knew before you started working with them?

For example, if you’re a trail guide, you likely want your clients to be able to walk 1-2 miles without stopping and be able to carry 20 lbs of gear. How would you recommend clients build up to that stamina? What are some insider information you can share?

If you’re a business coach, you work best with small businesses that have been in business for 3-5 years and are generating between $250,000-$500,000 annually. What are your recommendations for businesses in that sweet spot, as well as those just below it?

What’s Next? 

Once you’ve compiled this beautiful list of ragtag topics, it’s time to sift through and ditch the bad apples, highlight the golden eggs, and bask in a substantial list of ideas that will attract the kind of audience you want and the prospects you need.

Then when you’re done basking, it’s time to organize your list into content pillars, plot on an editorial calendar and start filling our writing briefs to assign to your team or hire a freelancer to help.

Creating a high quality list of content marketing topics can feel overwhelming when looking at a blank calendar but doing this exercise quarterly will ensure you’ll always have a list of relevant ideas based on your audience's needs and wants.