This one’s for every creative who’s ever said, “I should blog”… and then didn’t.

You’ve got the brand, the offers, and probably a list of ideas somewhere in your Notes app. But when you sit down to write? Suddenly, everything sounds either boring, already done, or not worth posting.

That’s where this guide comes in. We’re not talking vague “just start writing” pep talks. We’re talking about a practical, repeatable way to find blog topics you actually want to write — and that actually work for your business.

1. The Starting Point

Not knowing what to blog about usually comes down to two things: not knowing your goal, and not knowing your audience. Before you try to write anything, get clear on why you’re blogging.

Your goals might look like:

• Building trust with potential clients
• Attracting dream clients who are already searching for what you do
• Boosting your website traffic so you can grow your email list
• Positioning yourself as a thought leader in your space

When you have a clear goal, your content can work for you instead of feeling like a chore.

Ask yourself:

• If someone found me through this blog post, what do I want them to do next?
• How should they feel after reading it?
• What’s the connection between this blog post and my offers?

Example: A wedding photographer might blog to rank for “multi-day wedding photography” because that’s a niche they want to book more of. A business coach might blog to break down a client success story that subtly points to their program.

Bottom line: If you don’t know your why, your blog will always feel like extra work instead of a growth tool.

Tap into your goals & what your people care about.

2. The Content Clues

Still stuck? Look at your DMs, client FAQs, and the questions people ask you all the time. That’s where your content lives.

The beauty of blogging is that you don’t have to invent ideas from scratch. You just have to listen to the conversations already happening around your work.

Where to find clues:

• The same question clients ask on every intro call
• That one “quick” DM that turns into a mini-novel
• Instagram comments you’ve answered 50 times
• Common objections or hesitations people have before buying from you

Your blog has the ability to turn everyday convos into helpful, search-worthy posts.

Example: If you’re a brand designer and people constantly ask, “Do I really need a brand strategy before designing a logo?”, you could write:

• “Why a Brand Strategy Matters More Than Your Logo”
• “3 Costly Mistakes to Avoid When Designing Your Brand”
• “The Real Timeline for a Strategic Brand Design”

When done well, your blog can even double as a resource library you send to clients before or after they work with you. That means less repeating yourself, and more sending a link that answers everything in detail — while showing off your expertise.

3. The Connection Pieces

Not every blog has to be a how-to. Share a story. Share what you’re learning.

Some of the most memorable posts are the ones where you let people in. It could be a behind-the-scenes look at your creative process, a personal lesson that shifted your work, or a moment of vulnerability that makes your reader say, “Wait same.”

People remember connection, not just instruction. Your blog can be a place where you show up as a human, not just a business.

Ideas for connection posts:

• “What I Learned from My First Year in Business”
• “The Creative Ruts That Almost Made Me Quit”
• “Why I Stopped Doing X in My Business (And What I Do Instead)”
• “Behind the Scenes of a Week in My Life as a [Your Role]”

These posts might not be keyword powerhouses, but they make your brand stick in someone’s mind. When they’re ready to work with someone like you, they’ll remember how they felt reading your story.

Let them see you! Your voice, your values, your vibe.

4. The Strategy Side

If you’re putting time into blogging, let it do more than just exist. Use keywords, link your offers, and make it easy for readers to stick around. A little intention goes a long way.

What that looks like in practice:

• Use keywords: If you’re a florist writing about “sustainable floral design,” make sure those words show up in your title, headings, and throughout the post naturally.

• Link your offers: If your blog topic relates to a service, mention it in context. For example, “If you’re planning a multi-day destination wedding, my photography packages are designed to capture every moment — here’s how to get in touch.”

• Keep them on your site: Link to at least 2–3 other blog posts or resources so they don’t just read one and leave.

You don’t have to turn every post into a sales pitch. The goal is to create a path for your reader. If they landed on your site through a blog, they should be able to take the next step without having to hunt for it.

Extra tip: Repurpose your blog posts into Pinterest pins, Instagram carousels, or an email newsletter. If you’re putting in the work to write something valuable, give it a longer life by sharing it in multiple places.

Bringing it all together

When you know your goal, listen to your audience, share connection pieces, and weave in strategy, blogging becomes a lot less overwhelming.

Instead of staring at a blank page wondering what to write, you’ll have a bank of ideas pulled from real conversations, personal stories, and strategic topics that serve your business.

Your blog doesn’t have to be a perfect content machine. It just needs to be intentional, consistent enough to build momentum, and reflective of your voice.

So next time you think, “What the helly am I supposed to blog about?” — you’ll have an answer. And probably three new drafts ready to go.

Want a whole list?