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“What can I write about?” That’s usually the first question a client asks when we talk about starting a company blog. It’s likely to be your first question too. (Hey, it’s the first question I asked when our company decided to start a blog!)
Despite the fact that we work with many wonderful people who have great insight to share, it sometimes takes a little convincing for clients to accept that their experience, the work they do, and the perspective they bring all make them uniquely qualified to be a blogger.
Blogging is about adding your perspective—adding value—to your industry conversations. Once clients get beyond the first few posts, gain confidence and find their blogging voice, the process becomes much easier—and valuable content comes pouring forth. Writing for a company blog can be great fun once you get over the hurdle of where to look for writing ideas.
Where Ideas Come From
Inspiration can come from just about anywhere. The essential keys to developing a successful company blog are to provide content that’s of value to your readers, and to stick to a regular publishing schedule.
There have been many articles and posts written on how to produce content for your blog. I’ve refined my top 10 sources of inspiration here:
1. Your daily news: Whether it comes from your daily email, RSS feed, this morning’s paper or last night’s TV news, the news is filled with timely tidbits and topics. Some of these you may agree with and others may really get you worked up. That’s okay. What will your readers know about this? How will it affect your industry or business? Write about it!
2. Industry policy: What policy changes are being discussed in your industry? What’s your company’s position on them? What are your concerns? Share them with your readers.
3. Books: Have you read any books that have made a difference in your work or your life? Why would you recommend these books to others? How could your readers benefit? Share your insight with others.
4. Hobbies or interests: How might your hobbies or interests offer insight to your industry?
5. Interviews: Perhaps there is someone from your company or your industry that you’d like to interview. Record it and post the audio or video clip on your blog.
6. Reformat or recycle your work: Presentations, articles or news releases from your company can make great blog posts. And you don’t have to start from scratch! We often recommend that clients “repurpose” content and use it in their blog. It’s a great way to bring your content to a broader audience.
7. Conference reflections: Just like presentations can be repurposed for blog posts, your reflections on a recent conference are also a good source. And don’t forget those informal conversations you have throughout the conference—they, too, can trigger some great ideas.
8. Customer FAQs: What questions do your customers ask? Answer them in a blog post or a series of blog posts.
9. Industry trends: What’s happening in your industry? Where do you expect your industry to head in the next year or two or ten? What is your company doing to prepare?
10. Daily life observations: Perhaps it’s a conversation with your kids at dinnertime, something you overhear in the checkout line or a visit to the doctor’s office—observations from our daily life can provide great inspiration for a blog post. Watch and listen for them!
Start Writing
There truly are countless sources for great blog content. And, believe it or not, you do have a unique perspective to share. Keep a blog notebook and start jotting down your ideas. Bookmark those inspirational sources (articles, posts, etc.) so you can link to them in your post. Set aside a small block of time each day or each week to expand on your ideas.
We’re not talking about writing a treatise or a formal business report. Blog writing is much more conversational and less formal than the usual “business speak.” And above all—it can be fun and rewarding! So what are you waiting for? Start blogging today!
