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The #1 Thing You Should Be Writing About: How to Develop a Content Strategy for Your Blog and Social Media

If you’re not getting results with business blogging or using social media for business, don’t blame the tools. You probably haven’t designed a content strategy that will engage your target market around your specific topic.

Most people jump into blogging and social media and start posting content wily nily about whatever floats their fancy at that particular moment in time. The problem with this approach is that you may be writing about topics that have little to do with your products and services, so the audience that you’re building may not be interested in what you have to offer.

If you laser focus your posts around the #1 topic your work is about, you’ll drive targeted traffic to your website that is much more likely to buy from you. That doesn’t mean you can’t write about other things, but it does mean that you should choose sub-topics that relate to and support your #1 topic.

Take a moment now to decide on your primary topic and the 5-10 related topics you want to focus on. I recommend working backwards from what you’re trying sell to figure out what content will lead people into your offerings. Try asking yourself the following questions:

• What are the questions my clients always ask me?
• What urgent problems or needs do my customers have?
• What is my ideal client searching for in Google that would lead them into my work?
• What do I love writing about?
• Where can I provide the most value?
• What do I want to become known for?

Now that you’ve determined the topic you want to own online and identified the main supporting topics, you can brainstorm a list of 50-100 content ideas that fall within these areas. I recommend creating a spreadsheet or Google Doc to track your ideas – not just now, but every time inspiration strikes you, be it in the shower or on the road. You can also create columns for blog titles, email subject lines, tweets, posting dates, and anything else that strikes your fancy.

Congratulations. You now have a content strategy, enough blogging ideas and social media ideas for a full year! There’s no excuse. It’s that easy…

Tell me, what’s your #1 topic?


Love it? Hate it? Let me know...

  1. Kimberly Burnham Avatar
    Kimberly Burnham

    My primary topic is vision (eyesight) recovery……….At 28, I was told I might go blind from genetic and autoimmune diseases of my eyes. In my journey since then, I became a massage therapist, headed the Vision Services department for The Center for Integrative Manual Therapy and Diagnostics, a large multidisciplinary clinic and completed a PhD in Integrative Medicine. My dissertation topic was The Effect of Integrative Manual Therapy on the Symptoms of Parkinson’s disease. Oh, and today I have better vision than when I was 40 and better vision than when I was diagnosed with Keratoconus, nystagmus and migraines. I am also migraine free.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Kimberly – It sounds like you have an amazing story to tell that really supports your primary topic. That’s really powerful!

  2. Marisa Murgatroyd Avatar
    Marisa Murgatroyd

    Hi Kimberly – That’s an amazing and inspirational story! Have you been blogging about vision recovery? Are there any special considerations for blogging to a potentially vision-impaired audience?

  3. Danielle Seville, Avatar
    Danielle Seville,

    My #1 Topic is:
    How to Turn Your Clients’ Needs into Profitable Products

    Thanks Marisa for asking such a pointed question to help me distill this! : )

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Hi Danielle – That sounds perfect! Just about every expert entrepreneur I know needs that information. Have you started writing about it yet?

  4. Liesel Avatar

    My #1 topic is helping women clear their blocks to love so they can attract the man of their dreams. How am I doing so far? 😉

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Hi Liesel – I love it! I also recommend you come up with a title for yourself such as “global authority in _____” or “_____ expert,” so you can say “I’m a ______.”

  5. Anne Avatar

    My number 1 topic is isnpiring people to put the fun and passion back into their woring week.
    What do you think Marisa – all ideas for improvement are welcome!

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Hi Anne – Your topic sounds great. I would just encourage you to get more specific about who your audience is. Do you work exclusively with people who have 9-to-5 jobs or are you working with small business owners, etc?

  6. Lindsey Golubosky Avatar
    Lindsey Golubosky

    I’m a home inspector. I’ve decided to specialize in first time home buyers. I want to create a blog with quick tips on home maintenance.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Hi Lindsay – First time home buyers are a great target market. Is the focus on before they buy or after?

  7. Rachel Claire Haynes Avatar
    Rachel Claire Haynes

    My business is “The Creative Muse: Empowerment and Upliftment for Your Life.” I offer clairvoyant readings and healings for women and blog about healing, growth, well-being.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Sounds fabulous. What is your #1 topic?

  8. Dolly Yeo Avatar
    Dolly Yeo

    Hi Marisa, I help women in transition find clarity in life directions, increase their confidence and celebrate life! Women dealing with change. is this specific enough as a 20 seconds elevator speech? Your advice pls Marisa. Thank you:)

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Hi Dolly – Great overall. I would add something to address the “so that” or “so what” factor so your audience understand the benefit of your work to them.

  9. Tanya Avatar

    My primary topic is how to build a successful career in the entertainment industry.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Great! Any specific part of the entertainment industry?

  10. Linda Ursin Avatar
    Linda Ursin

    Empowering and inspiring women with chronic illnesses

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Wonderful. And related topics could be the specific illnesses you discuss… 🙂

  11. Julalee Avatar

    Hi Marisa, my topic is about holistic nutrition. Passionate about the power of food. Any suggestions are highly appreciated.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Hi Julalee, this is a great topic that many of our students have explored! If you want some inspiration and some great actionable first steps, check out this FREE masterclass. You’ll learn the 7 things you must have to identify your most profitable & fulfilling dream business and I think you’ll get a lot out of it:

  12. Sylvester Eyo Avatar
    Sylvester Eyo

    I help business owners, entrepreneurs and teams to have pathways clarity and achieve desired outcome result in specific niche market space.
    The reason I focus on strategic planning and management to activate engagements in ideal clients ideas big picture for a compelling future benefits analysis to achieve results.

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