5 Tips for Brainstorming Blog Content

When developing your marketing strategy, you’ve probably heard that you need to have a blog. While that’s not exactly true—blogging isn’t always an absolute necessity—content marketing is a great way to provide potential clients with valuable info while occasionally sliding in some sales pitches. After all, 81% of US consumers trust information they find on blogs, and companies that blog get a whopping 434% more indexed pages!

The hard part? Coming up with blog content. Sure, you have a ton of great client work to show off— but only demonstrating what you’ve done or asking people to buy isn’t going to do much to retain blog readership. If you’re trying to authentically grow your tribe, it’s important to give them an online space they receive value from.

Blogging, however, can be a major time suck—especially since you may not see an immediate ROI on each post. It can be hard to justify the amount of time it takes to think of a topic, do some research, and then make it sound eloquent. One huge shortcut? Pick a morning or evening each month and brainstorm a list of posts for that month. Depending on how often you want to post, this could be as few as 4 or as many as 30, but it should be something you schedule in and do monthly.


Claire Swinarski - 5 Tips for Brainstorming Blog Content via The Rising Tide Society & HoneyBook Blog

Here are 5 tips for brainstorming blog content so that you can spend less time worrying and more time blogging!

1) Get in the creative zone.
Schedule a time to think up 30 blog posts. Put it in your planner, and when the time rolls around, give yourself permission to get into your best creative space. Whether that means heading to your favorite coffee shop, lighting a candle, or putting on Spotify, take the time to get into the best zone for creativity.

2) Think about what your ideal client likes to read about. Picture your dream client. What is (s)he currently perusing the Internet for? Is she a business owner looking for productivity tips, a bride on the hunt for her dream dress, or a mom looking for how to keep her kids occupied after school? Try to provide them with content they’re Googling. This will help bring new clients in and keep the ones who are already reading interested.

3) Remember highs you’ve had in your business. Throughout the course of your business, you’ve had ups and downs. Think of how you could turn them into a great blog post. For instance, write about the best wedding you ever filmed, and why it went so smoothly. Throughout the post, you can offer tips for brides and other videographers.

4) List what others in your field do wrong. In that same vein, what are some common mistakes in your field? I’m a copywriter, and I frequently see About pages with no personality. So a blog post I might write would be 5 Tips To Improve Your About Page Today.

5) Use Google News for inspiration. You should already be following news about your industry, so it should be easy to turn news pieces into blog posts. If you’re a nutritionist, have there been any studies recently on superfoods you could comment on? Or if you’re a graphic designer, what will the new iPhone mean for your business? Giving blog posts a news peg helps them to go viral.

Writing your blog doesn’t need to be stressful. If you dedicate a little time each month to brainstorm posts, when you sit down to write, you’ll already have a topic—and before you know it, blogging will become a breeze. Happy brainstorming!

Claire Swinarski

Claire Swinarski is a copywriter, journalist, and mama living in Wisconsin. She’s written for The Washington Post, Seventeen, Good Housekeeping, and many other publications. She likes her coffee strong and her Ben Rector on repeat. Learn more about how she helps creatives tell their story and attract clients at www.claireswinarski.com

1 comment

  1. This is probably the most common question I get as the content manager for a marketing agency (in Annapolis) from my clients. Some other ideas I would recommend include:

    1. What questions are prospective clients asking you? The whole point of blogging really is to get found online, and people use Google to get answers to their questions. Position yourself as the answer.

    2. Who aren’t you for? This seems like a strange thing to talk about, but often knowing how to disqualify clients is often as important as finding the right ones.

    3. Talk about the mistakes you’ve seen your clients make. For example, if you’re a photographer, what are the most common mistakes brides make when choosing a photographer, considering shots, interviewing a photographer, etc.

    4. There are five sets of topics that are gold mines, if you’re feeling inspired that can be revisited in a number of ways…

    a. COST: How much does X cost? What factors determine the cost of X? How do you know if you’re being quoted too much for a service? Why does X cost so much? Why does X cost so little? Is X worth the cost?

    b. COMPARISONS: Pro vs. Amateur. Photojournalist vs. Other Style. Pro vs. DIY. Friend vs. Nonfriend Photographer. WordPress vs. Joomla. Etc etc. Think about what others are comparing in your field when they’re making their purchasing decisions.

    c. PROBLEMS: What are the most common challenges with X? What is the one problem with X no one talks about? What are the red flags you need to watch out for in a potential photographer/whatever? How to avoid problems with X? A good opportunity to get real and honest about challenges in your field that prospects should consider.

    d. BEST OF/TOP: It may seem like a crazy idea, but consider the term “Best Annapolis Photographers.” This is something people search for, if they’re not coming to you from word of mouth. Now imagine if you owned a keyword like that with your own content. Have fun and grab an opportunity like that – talk about what sets you and others apart in your field. There is this whole myth out there that you can’t talk about your competitors – don’t be a jerk, of course! I’m not suggesting that at all. But you can highlight why some photographers (in this example) are better for certain situations than others.

    Other types of “best”/”top” topics include trends, people or others in your field that you admire, best equipment for day-of, your favorite moments (again, great for a photographer – showcase your own work, and pull back the curtain on your thought processes and methodology), etc.

    e. REVIEWS: This may be a tricky one depending on your field. So you’re going to need to keep your ideal customer in mind to ensure that you’re writing to them and not another peer in your industry. Again, using the photographer analogy, your favorite venues for weddings or spots for engagement photos. Review things that they care about – sometimes this will explicitly tie back to what you do, while other times it may be a bit more tangentially related. While it may seem strange to take that kind of tack, think of it this way – you want to showcase to prospects that you get every aspect of the decision-making journey around what they’re seeking from a service provider.

    I hope this helps!


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