Cat LeBlancYou know you need a blog to support your online business.  It’s good for SEO, a great way for potential customers to learn about you, and a way to give back to your community.

But what the HELL are you supposed to blog about??

I see this problem come up with lots of new business owners: We start out strong, writing a few blog posts about what we know best, or even a few months of blog posts, and then we hit a wall.  We feel like we’ve talked about everything there is to talk about, or that we’re repeating ourselves.

And we’re supposed to keep doing this – FOREVER?!

Blogging is about solving problems

It can seem daunting to think that you have to keep coming up with unique new ideas for your blog for the entire life of your business, but rather than looking at it as a huge challenge you have to overcome, I prefer to look at it as an opportunity.

Your blog is an opportunity to show your audience that you can solve their problems – for free and in bite-sized chunks.

Now, I can already hear people thinking to themselves, “But, if I solve all their problems for free, why would they pay me?”

In truth, you won’t be solving all their problems – no matter how long you blog – because you simply can’t. There are things you can’t teach and problems you can’t solve in a huge group setting like a blog. For example, I can give loads of general business advice on my blog, and I do, but it doesn’t even begin to compare to the kind of personalised advice and results I can get in a one-on-one coaching session. I’m in no danger of giving away my secrets here, because there’s no way to replicate what I do for an individual client, or even a group coaching program, in a blog post.

And remember: the need for inspiration and entertainment are problems you can solve, too! You don’t have to be just teaching from your blog if that’s not your strong suit.

In addition, research shows that even if you give away the exact same information in a series of free blog posts, or something like a paid ebook or course, people will still pay for the convenience of having all the information packaged nicely and consolidated in one place.

Knowing that frees you up to address any problem your clients may face, and smart bloggers will break each of those problems down into micro problems.

Finding your micro problems

Let’s say, for example, that you are an interior designer.  You could write a single blog post about the best rules for selecting furniture for a living room, but if you think about it, there are loads of micro problems contained in that bigger problem: how to select colors, how to choose furniture that’s the right size, how to choose accessories, how to shop for fabrics, how to create a seating arrangement, how much distance should be between pieces of furniture, and so on.  You could do inspirational posts with photos of beautiful living rooms or entertaining posts about funny problems you’ve helped clients solve.

Each of those micro problems is the topic for a blog post.

Because you’re an expert at what you do, you may not immediately think of all the small steps and decisions that go into your craft, but when you start to parse it out, you may find you have more to talk about than you ever dreamed!

Try asking these questions if you get stuck:

  • What’s the first question you ask when you start work with a new client?
  • What’s the “insider secret” about your business that outsiders don’t know?
  • What’s the one thing everyone asks you how to do?
  • What do you wish your clients knew before they worked with you?
  • What information do people need before they hire you?
  • What talents set you apart from your competition?

Showing off your knowledge in these areas will position you as a leader in your niche, and providing this kind of useful content for free helps potential clients learn to know, like, and trust you more and more with every post.

If you’re still struggling with what to write about, check out this amazing list of 66 topics to blog about that ought to keep you going for a long time!

I’d love to hear from you.

Do you struggle with coming up with blog post ideas?

Or do you have more to talk about than you could ever write?

Let me know where you land in the comments below…


  1. Rebecca on March 16, 2015 at 6:06 am

    Great informatioin, answering the question I had for some time now. I was always wondering how much is too much sharing in a blog post and if I give it all away will they pay me. But thanks for taking that fear away.

    • Cat LeBlanc on March 16, 2015 at 8:20 am

      Glad you found it helpful Rebecca!

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