How to Choose the Right Blog Topics for Your Content Campaign

Dear Content Creator,

Developing blog topics can be one of the most creative parts of the process. Start by thinking about your prospect or customer. Who are they? What issue or problem do they want to resolve with your product or service? Why would they choose you over a competitor? Let your understanding of your customer’s needs and concerns guide your topic choices.

You may be surprised to find that you have more to work with than you realize. Here are some ideas:

• Key Messages – Brand messaging pillars are the three to five key themes, benefits, or selling points that define your brand. Create a post or a series of posts around each message pillar to engage prospects and customers more deeply with your unique value proposition.
• Reader Pain Points – What is the main problem customers want your product or service to solve? Why do they make a purchase? Write a post or a series of posts that help them better understand the issue and explore their options for resolving it.
• FAQs – What kinds of questions do prospects and customers most often ask about your product or brand? Write a post covering those questions in greater depth than your FAQ page allows. Depending on the size of your company, you can also survey customer-facing departments—such as customer service—to identify common concerns you can explain or clarify.
• Reader Education – Educate readers about your industry, brand, or product. This could involve creating in-depth content about your area of expertise, sharing insights from new research, or explaining its significance to your audience.
• Case Studies – Share a case study demonstrating how your product or service helped a customer, delivered the desired results, or made a meaningful impact.
• Expert Interviews – Feature an interview with an industry expert—either from your own team or an external authority—who can bring credibility and valuable insights to the topic.
• Misunderstandings or Myths – Are there common misconceptions about your industry or product that you can correct or demystify?
• Industry Trends and Predictions – What’s your take on emerging industry trends? Do you agree or disagree with what other experts are predicting? Why or why not?
• Gaps in the Conversation – Are there important topics in your industry that aren’t being adequately covered? Survey discussions on LinkedIn, industry association websites, and other professional platforms to identify these gaps and provide valuable insights. This is an opportunity to showcase your unique perspective and enhance your value to your customers.
• Keyword and Search Term Research – Research industry-specific keywords and search trends to see what topics and questions are driving audience searches. This can provide another valuable source of blog post ideas.

If you consistently choose topics based on the value your content delivers to your customers, you’ll have a sustainable source of ideas to keep your campaign fresh and relevant.

Best regards,