How to decide what to write about for your website and social media

Every website should have a blog — even if you don’t call it a blog. It’s a page on your website where you share content about the thing you do.

An independent home contractor, for example, could share tips on DIY home projects. A real estate broker can talk about finding the right home. A local attorney can discuss, well, criminal law. You get the idea.

So how do you decide what to write about?

Step One: By now you should have already determined your target audience. So the first step is determining what that audience will get from your blog. I want them to learn ______.

Now’s a good time to consult Google. The Keyword Planner will come in handy once you launch a Google ad campaign, so it’s a great resource to use at the content creation stage. Here’s a good introduction.

Step Two: Write. Or if you’re creating a short video or podcast, hit record. Imagine meeting someone for the first time and they ask you what you do for a living. How would you respond? That should guide every content choice you make from here on out.

Now picture how that conversation goes from there. Let’s go back to those earlier examples.

You: I’m a home contractor.

New friend: Awesome. I always struggle with deciding which projects I can manage myself and when I need to call in an expert. Any advice?

In other words, your content should be an answer to every single inquiry you’ve ever gotten about what it is you do, and the field you represent.

Step Three: Don’t ignore emerging blogging platforms. Social media is not your blog. It’s another platform for you to showcase your blogging chops. That home contractor might really shine on Instagram stories, for example. Ditto for the real estate broker. Even attorneys can get in on the action. The trick is making sure you A. Understand the platform (spend time there before you post!) and B. The platform matches your personality (and vice versa). Remember, we’ve become experts at reading authenticity.

Step Four: Have fun. Yes, this is such an ambiguous cliché. But it’s so true. If your passionate about what you do, you’ll be sharing your passion. So how can you not focus on the fun, even when the work is hard!