12 ways to tackle writing about a subject for your business blog
Photo: @supersnapper27
Sometimes, knowing what you want to write about isn't the hard part. You're a subject matter expert, after all. You know your subject like the back of your hand and could talk about it for days. The tricky part for business owners who aren't writers is figuring out how to talk about said subject.
Like, where do you even begin? What should you say? How should you start? And how can you break it down into easy-read pieces that will fuel your company blog rather than reading like a giant brain dump of seemingly disconnected parts that only relate if you know the subject inside and out (which you might, but your readers probably don't)?
In this blog post, we'll cover 12 different ways to tackle writing about a subject so you can beat writer's block and get more mileage out of your content ideas.
Focus on a hyper-specific detail
When you're feeling stuck, sometimes it can help to zero in on a specific aspect or detail of the subject you're writing about. Get microscopic. This could be something like focusing on a single event, service, or tool and serving up all the details. Or by breaking down a complicated concept into its component parts. By taking a close look at just one topic that makes up your subject, you can share expert insights with someone who might not be as familiar as you are, i.e., your readers.
Make a listicle
Present information about the subject in an easily digestible format by creating a listicle, like this one. Organize your content using numbered or bullet-pointed lists, providing concise insights about each bullet point. This format appeals to readers looking for quick and accessible information. Not every list needs to be exhaustive, but even a simple rundown of the most important points about your subject. You can also use this technique to come up with other blog posts for sub-topics that might need more space or be important enough to warrant a list of their own.
*Listicles make great pillar posts—you can do this by making each bullet point in your listicle link to another, more in-depth article that expands on the bullet—so the listicle is a pillar that connects a bunch of other posts—which is great for SEO.
Write a how-to guide
Similar to a listicle, in a how-to post, you want to break something down into smaller, easy-to-follow bits, but this time you're focusing on steps rather than just straight facts. Create a brief, easy-to-follow step-by-step instructional guide on how to effectively do something related to the subject you're talking about. So if you're a plumber, you might write a post about how to change the flush handle on a toilet and end off with a Call-to-Action (CTA) that encourages your reader to engage your services if they get stuck and need some help.
In a how-to post, the goal is to simplify complex processes and offer practical tips, ensuring your readers can implement your recommendations successfully. This approach positions you as a helpful resource which can increase conversions and strengthen customer loyalty.
Answer a customer question
Customer questions are a goldmine for content ideas. If someone takes the time to ask you a question, chances are that others have had the same one and would happily read a short post to find the answer. What are your business’s most frequently asked questions? What are some of the lesser-known aspects of the subject or topic you think people would be interested in hearing more about? Asking these types of questions can help you find new angles to approach your subject and answer the questions that are really on your readers' minds.
Look at it from a different perspective
Play the devil’s advocate—what would someone who disagrees with you say about the topic you're discussing? Or take an outsider’s perspective—how would you explain the topic to a child? Or an alien, who has no prior knowledge of our world? By thinking about different elements of the subject in new and different ways, you can open up your writing and help readers see things in a new light. This approach can make for some truly insightful posts and can also help you get super clear on what value your business brings to the table, so it's a useful exercise even if you don't post it to the company blog.
Drawing comparisons and contrasts
Another way to generate content ideas is by drawing comparisons and contrasts. For example, if you're a web designer, you could write about the differences between designing for mobile devices versus traditional websites. Or maybe you could compare two similar products and talk about the pros and cons of each. This approach can be really helpful in getting your point across and can help your readers in their own decision-making process, positioning you as a trusted authority on the subject.
Review related products that are tied to your subject
When you're stuck for ideas, another great way to come up with content is to review related products that are tied to your subject. If you're a personal trainer, for instance, you could write about the best fitness trackers on the market. Or, if you run a pet store, you could write about the latest and greatest shampoos or hygiene products for specific dog breeds. Evaluate the quality, features, and benefits of a product or service related to the subject. Provide an honest and unbiased review, outlining how it addresses specific pain points or fulfills customer needs. This helps establish credibility and assists your audience in making informed purchasing decisions.
Do a round-up of your favourite articles written on the subject
If you're having trouble getting started, another great way to come up with content is to do a round-up of your favourite articles written on the subject. This can be especially helpful if you want to cover a topic from multiple angles. Plus, it's a great way to show off your research skills and give your readers some valuable insights into what's going on in your industry. Compile a selection of relevant articles, resources, or products related to the subject in a round-up post. Provide a brief summary and your insights on each item, saving your audience time and effort by curating valuable information. This approach positions you as a knowledgeable industry curator.
Write about current best practices
As a serious professional, there’s a good chance that you’re in the know about the latest developments and breakthroughs in your industry. Why not share that info with your readers?
This way, you can be sure that your readers are getting the most accurate and relevant information possible. Plus, it shows that you're keeping up with the latest trends in your industry, which is always a good thing in the eyes of today's discerning customers. By providing valuable insights, you become a go-to resource for your target audience.
Go behind the scenes & share your stories or process
Share a story or anecdote from your own life or field of experience. You can even share a made-up example that helps illustrate the point you're trying to make. Anecdotes are particularly useful for humanizing the subject and making things more relevant to your reader. Sometimes, a peek behind the curtain can prove that you really are a wizard working your magic and your customers are getting amazing value by working with you.
Company news or announcement
Share updates or developments related to the subject in a company news or announcement piece. This keeps your audience informed about your brand's activities, product releases, events, or industry partnerships. These types of posts reinforce your brand's presence and demonstrate your commitment to innovation, and help your customers understand your business and industry a little better.
Customer Success Story
Inspire your readers by featuring a customer success story that revolves around the subject. Showcase how your product or service has positively impacted their business, highlighting measurable results. These stories create trust, build social proof, and encourage others to engage with your offerings.
Don't think that you have to use just one of these tactics! Try taking one of your biggest, most relevant subjects and write a post for each one of these different approaches. You may feel like you're being repetitive, but your readers might not see or interact with each post, so it's okay if there's a little bit of overlap. You can also link from one post to another wherever it's relevant, and improve your site's internal linking structure in the process. This is great for SEO and provides your readers with a better user experience. Experiment with each, and revisit this list often to keep expanding on your knowledge base so your site visitors always find something fresh to engage with. Good luck!