Ah, the irony of blogging about what to blog about. This scenario reminds me of the compulsory careers advice sessions we all endured as school pupils – I used to think it was odd that young people mapped their future with the aid of someone whose job it is to give advice about careers. Why did industry professionals not teach my class about the advantages of farm work or the rewards of consultancy? Why was our support so… neutral?

I now appreciate why we were issued general guidance rather than prescriptive instruction – careers are unique to each individual.

Blogging is no different. Like any career journey, blogging is very personal. Your content, topics, and posting frequency are all unique to you and tailored to your desired audience. Instructional advice on the subject is, therefore, as pointless as administering antibiotics for a cold virus.

Whether you’re starting a new blog or updating one that’s a few years old, it can be a challenge to create compelling content consistently. As with careers advice, you need to ask the right questions of yourself to develop a strategy that works for you.

1. Listen to Your Audience

Think about your intended audience and anticipate their concerns and queries. What kind of questions do they ask? Write about these topics to show that you or your business are knowledgeable and trustworthy. Potential customers are more likely to engage with you if you can demonstrate that you can address their concerns

Let’s say that you offer a dog walking service. Your potential customers are probably concerned about the safety of their pet, value for money, and ease of access among other issues. A blog can be a great way to update existing and potential customers about your safety credentials, new testimonials, and other relevant information to convince them that you’re the dog walker they should hire!

2. Spread a Little Love

Try adding some sentiment to your blog topics. I’m not saying you should pour your heart out in the style of a tell-all diary entry (in fact, definitely don’t do that), but adding sentiment will certainly spice up your writing and make you seem more personable.

Returning to the school theme once again, consider the neutral title “My school memories” compared to the more loaded titles “My Worst School Memories” and “10 Hilarious School Memories”. Which would you be more likely to click on? Adding emotion to your blog title will increase audience interest and is more likely to generate engagement.

3. Keep Your Enemies Closer

Take a lead from your industry experts – who are the main competitors in your field and what are they doing online? Take the time to read their blogs, and look at their updates on social media. At what times of day do they post and which of their topics are most popular with their audience?

Still feeling a bit lost? Google to the rescue. The search engine offers links to a number of handy ‘ten best blogs’ or top 100 blogs’ featuring content about anything from fashion and gadgets to makeup and sport. So, no matter what industry you’re working in you’re sure to find the inspiration for blogging topics and titles.

Good luck, and happy blogging!

Georgina.