How do you know what to write about?

crackedpencil-icnMany creative professionals tell me they’d like to do more content marketing, but they don’t because they’re not sure where to get great subject matter. The good news is if you know your audience well enough, they’ll effectively tell you what they want to read.

Put yourself in the shoes of your best buyers and forget about yourself for a moment. Ask yourself these questions:

  • What do my buyers need?
  • What do they want? (And is that what they really need?)
  • What challenges are they struggling with?
  • What keeps them awake at night?
  • What would make their lives easier?

The answers to these questions will point you in the right general direction and suggest the kind of topics your audience will find compelling.

And if you can’t answer questions like this quickly, you probably need to get to know your readers a lot better.

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  1. Rather than wracking your brain trying to come up with interesting topics to write about, it’s more effective to simply answer the questions you receive from your clients and prospects every day. You can get the conversation rolling by asking people “What are your biggest challenges when it comes to [name of topic]?”

    While it’s tempting to come up with clever, cute titles for blog posts, it’s better to give your articles the kinds of titles that a person might enter into a search engine. For example, instead of calling an article “Copyrights and copywrongs” you could title it “How do you know if something has a copyright?”

    Answering questions and giving your posts titles that read like search engine queries are great ways to boost your rankings.

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