Content marketing essentials: how to write a blog post when you’ve run out of ideas

06 March 2015

Regular, consistent blog content is important for content marketing, but sometimes it is difficult to come up with new, original and interesting ideas on an ongoing basis. Sometimes, ideas flow freely but, at other times, it seems there is nothing at all to say.

The following approaches should shake things up and give you plenty of new content ideas for your blog. So say goodbye to that writer’s block and get ready to get inspired:

Offer commentary on other popular blog posts

Is there a blog post from a thought leader or another business that is going viral? These break-out posts can tell you a lot about what your target audience is interested in at any given moment. Cash in on this success by writing a commentary on that post, demonstrating your own expertise by offering your opinions on the post’s content and its popularity.

Make sure your response is timely, so you can ride the wave of that post’s popularity, but try to incorporate some evergreen content in the post so that it is not out of date in a matter of days or weeks.

Switch platform

Don’t just look at other blog posts to give you ideas for your own blog. Check out other platforms to see what is hot in your niche. Some ideas could include:

  • What are the top-selling books on Amazon in your niche? Are they covering topics that blogs haven’t picked up on yet? You can even use ‘Look Inside’ to see the chapter headings that each book covers.
  • Listen to industry podcasts. Are they discussing relevant issues that you haven’t written about?
  • Do a YouTube search for your niche. YouTube is the web’s second-biggest search engine, so check out what people are making videos about. By using Advanced Search, you can filter the results so you only see the most recent, new videos.

You might then want to use that content on your blog, for instance by embedding YouTube videos or podcasts into your post, or creating ‘top ten’ lists of relevant books. Alternatively, you could use what you find as a springboard for ideas for your own content marketing plan.

Tap into genuine customer questions

What do customers, clients and prospects ask when they phone your business? Which questions come up again and again on social media? What do you find yourself having to explain repeatedly?

By answering these questions on your blog, you can get great ideas for content, and you can feel confident that this content is precisely what your customers and clients want to know.

Use your own data

Look into your analytics and see which pages or posts on your website get the most views, the most conversions, or have the lowest bounce rates. Analyse why this is the case and write a blog post demonstrating best practice, based on your data.

Alternatively, you could do the opposite. Be brutally honest about what has failed on your site, and evaluate and share those stats instead.