In this episode, I’m sharing what changed for me when it came to knowing what to blog about and why it’s not just about how-tos and keywords. If you’ve ever wondered what’s actually worth writing about (and why the answer isn’t as straightforward as you think), this one’s for you.
Resources
- SEO Power Up Plan™
- Tangential Content
- Brand Blueprint for ChatGPT
- Recommended Podcast 👉 Perpetual Traffic – Decode Google’s New Diabolical Landing Page Changes with Tas Bober
Listen on Spotify
Listen on Apple
When I first started my business I had no clue what to write about.
I wrote how-to articles rather than topics that would showcase my experience and original thoughts.
And I didn’t know about the benefits of writing about tangential topics.
Tangential content doesn’t directly discuss or promote your services. But it still relates to your industry, fits with your brand aesthetic, and interests your ideal audience.
Looking back, I believe the reason I felt like I didn’t know what to write about is because somewhere inside I felt like I wasn’t good enough to share my knowledge.
I’ve also learned I had a healthy does of perfectionism of which I feel I’m letting go of more and more every day… now that I see it.
Who the hell was I to write about these things and especially since so many before me, and seemingly “better”, did it already and in a way that felt like it was better than I could have done.
Since then, I have so many ideas I’ve had to put them in a list and prioritize them.
There’s probably about a million different ways to choose what kind of blogs to write about as it pertains to our content funnel flow and getting people to inquire about our services.
🤫 Blog posts are the “secret” to getting found in Google.
But why?
A blog multiplies the questions you can answer. More questions answered = more search terms you can rank for. No posts, no queries to match—so Google has almost no reason to show your website.
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Think about it this way…
You’re on vacation and walking the streets of this cutie little downtown area.
One coffee shop has nothing but a plain “Open” sign on the door and you walk right by.
Couple doors down, another coffee shop has a chalkboard easel outside its front door with… “Fresh-baked croissants,” “Iced lavender lattes,” “Pup-friendly patio.”
You’re like, yes! I’ve been wanting an iced lavender latte!
The sign and what’s on it hooks different people to come in.
That’s the difference a blog makes. A static site is the lone “Open” sign.
Every blog post is its own chalkboard special.
More reasons for Google (and your audience) to stop, look, and walk in.
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Here’s some direction based on blog goals to help move you forward with what to blog about.
📈 Need traffic yesterday?
Load up on how-to and quick-win tutorials (about 60%) that tackle the exact questions your audience is Googling. Mix in 25% opinion pieces to stand out, add 10% of tangential posts for variety, and leave 5% for straight conversion content to capture the new eyeballs.
🤑 Need more qualified leads in the pipeline?
Keep how-tos at 45% to stay search-friendly, but reserve a solid 25% for thought-leadership posts. Use 15% tangential topics to build rapport, and dedicate the final 15% to case studies, service spotlights, and FAQs that guide visitors toward “Book a call.”
🔗 Need backlinks to boost authority?
Create 35% how-to content (people love linking to clear guides), 25% POV pieces that spark quotes, and bump tangential, share-worthy resources to 30%… think original research, free tools, or roundups others will reference. Cap it with 10% conversion content.
🧠 Need to cement yourself as the authority?
Let bold perspectives and deep dives take 50% of the calendar, proving you’re the person to trust. Keep how-tos at 30% for steady traffic, sprinkle 15% tangential posts, and save 5% for conversion content.
🤝 Need to keep existing clients and followers engaged?
Balance practical how-tos (40%) with behind-the-scenes or mindset posts (20%) to nurture loyalty. Use 30% tangential content (i.e. tools, trends, or lifestyle tie-ins) to stay relatable, and finish with 10% conversion content.
The Takeaway
Blogging isn’t about proving you yourself, it’s about providing your future clients the mix of practical help, fresh perspective, and real proof they need to feel confident to inquire with you.
