All in all, I’d say about 92.5% of business bloggers out there have woefully inadequate answers to this question.  And thank god because it means I can command lots and lots of money just to answer that question for them.

But, being that it’s coming up on the holiday season and I’m feeling all we-are-the-world, I’m going to tell you how to answer The Question for yourself.

The first thing you need is a Target Community.  That’s different from a Target Market which is usually a hodgepodge of demographic characteristics.  And in case you haven’t heard, demographics is dead.

A Target Community is a real-live group of people who actively communicate with each other.  But you don’t just want any community, you want a community of super-awesome potential clients.

Now, one of the funny things about our modern world is that folk form community around pretty much any need they have.  SO, the community you’re looking for is one that’s based on a need that you really, really want to fulfill.

Let’s say you run a graphic design firm and you love the idea of working with wineries.  And just for kicks, let’s say you think it would be even cooler to work with startup wineries (which would be a wise idea since it’s a growing trend and they probably don’t yet have designers).

BAM! Blog topics.  Right there!

You could write about specific branding strategies, how to stand out on the shelf, collateral, innovative package design, consumer research, etc, etc.

Easy.
A post like that would make you relevant, prove your credibility and make them glad they read your post.

And since we’re targeting people who are actively communicating about such things, you have ready-made conversations you can jump into (by contributing to specific blogs or newsletters or by connecting with, say, winery consultants).

Long story short, if you don’t know what to write about it’s because your targeting is all wonky.  But if you target need-based communities then the posts will practically write themselves.

Oh, and just so you know, you can have lots of targets.  Hell, if your next post was about branding nonprofits your readers would just think you’re really creative and multi-talented.

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