What Should I Blog About? (Tips for a New Blogger Series, Part 2)


This is probably the question you want to start with, but shouldn’t if you’re learning how to write a blog. Indeed, the answer to this question should be determined by your answer to the earlier question covered in my last article (and if you haven’t read it, you should probably start there). Let’s break down your topics based on that previous answer.

Goal = Authority

Let’s say that your goal for your blog is to increase your authority in the eyes of visitors. You need to demonstrate leading expertise. Pick an issue in your field that may be controversial. Find out what your competitors are saying.

Now, begin your piece that shows that you understand the issue and the different approaches. Show why your approach is the best option. While writing–and this is important–make sure to show clearly why other approaches can cause unintended harm if followed. By doing this, you not only demonstrate to your visitors that your capacity to help them is superior than that of your competitors, but you also cause them to be wary about choosing your competitors over you.

In this particular piece, don’t worry too much about whether it sells your services. That’s not the ultimate goal. Instead, it’s about demonstrating a certain understanding and competence that sets you apart as it highlights your personal qualifications.

Goal = SEO

Focusing on SEO traffic will take you down a different path. For this, you want words. Lots of words. That also means lots of articles. Actual topics themselves can be all over the board, as long as they remain within your niche.

Whatever you do, don’t just write lots of articles that are filled with nothing but fluff in order to get them out there. Believe it or not, Google’s algorithm is smarter than that. It looks for more than just words. It considers synonyms for words being searched. It looks at how long people stay on your page. It considers how often your content appears in searches. I gauges how fresh your content is. It looks for indicators of deception. And that’s just touching the tip of the iceberg.

When focusing on SEO, above all, you want your content to be useful to readers. And you want a lot of it. The more useful content you have on your site, the higher you will rank.

Goal = Resources for Clients (or Potential Clients)

Generally speaking, people drop by your website because they have a problem that they need help with. So, help them.

Make a list of all the pain points that people face that can lead them to your website. Now, write an article around each issue with your unique solution.

While writing these kinds of articles, remember that they aren’t about standing out from the crowd. They aren’t about touching on SEO keywords or trying to rank higher. All you are trying to do is simply help someone in need out.

This strong focus on problem solving may make writing blog articles like this the easiest to tackle for a beginner.

Plus, these articles can serve a dual purpose. Not only do they have potential of helping visitors to your website, you can also send them to clients who need that specific information. Consider the time you can save by sending a link to an article, rather than trying to give a lengthy response to a client’s question.

Keep Them Wanting More

Regardless of what you end up writing, don’t try to write everything about everything in a single blog article. Remember, you’re not writing a book. Blogs are meant to be digested easily in one sitting. If you think that the article is way too long, then consider breaking it up into a series.

Besides, do you really want to tell them everything you know all at once? No, of course not. Then they would have exhausted your help and  wouldn’t have a reason to come back.

And, coming back to you is exactly what you want. So, when you write your articles, don’t just consider what you are going to say, but also what you are not going to say.

Think of these omissions as intentional gaps in your article meant to be filled in later with…(you guessed it)…more articles!

While you are composing an article, highlight the key phrase that is the topic of an other article and link to it. This gives the reader the opportunity to learn more before going on.

Consider the effect this can have. After all, when was the last time you got lost on Wikipedia, bouncing from one article to another, eventually losing track of what started you on the path in the first place? It happens to us all.

This is the effect of interconnected articles with great content. You give your readers an opportunity to keep going down your rabbit hole.

And just in case they reach the end and haven’t clicked around enough, make sure to feature other blog posts. If they liked what you had to say, you telling them where to go next may be all the nudge they need.

About Bo McGuffee

Bo loves to open new possibilities through words and images. Outside of Wise Owl, he owns his own dog-training business. When it's time to relax, he prefers to simply spend time with his cat, Annabelle, and two dogs, Loki and Lugh; aka, the "#McBuppies."

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