Blog like you own the place, because you actually do.
Fact | Owning your audience is better than begging for algorithm scraps on socials.
The internet mutates faster than your motivation. Every year, there’s some shiny new platform stealing your attention span. But here’s the blunt truth: owned media (like your website’s sad, neglected blog tab) is still the only place where you actually control the message and the audience interaction. Go you.
Everyone else is out there posting into the algorithm voids. Giving away their goods on social willy nilly. Awks. You? You could be quietly building a content fortress where you call the shots.
That is…if you ever get past the existential horror of the blank page. Killer.
Step 1 | Lower your standards
You don’t need Pulitzer prize-winning prose. You need a semi-coherent paragraph about what you actually know.
Whether you’re a one-person circus, a slightly scrappy startup, or a full-blown corporate machine, posting something useful on your site is better than posting nothing at all.
Realistically, your blog should do two things:
- Show people you’re not a complete amateur.
- Prove you’ve helped someone besides your mum.
Step 2 | Pick a content flavour
Your blog post doesn’t need to change the world. It just needs to not suck. Figure out what you want each post to do:
- Entertain | Mildly amuse them before they click away.
- Inspire | Pretend to uplift them before they click away.
- Educate | Actually teach them something before they click away
- Convince | Sell them something before they click away
If you want to be fancy about it, there’s a whole “content matrix” thing marketers use. It’s basically a big colourful chart that says exactly what you already know: different content = different outcomes. Shocking.
Step 3 | Manufacture some ideas
Topic brainstorming sounds exhausting, so let’s make it painful-but-quick:
- What does your audience already care about?
- What’s actually relevant to your business?
- What can you talk about without Googling it first?
- What’s happening in the news that you can hijack for clicks?
Answer these without crying, and you’ve got yourself a rough content plan.
Step 4 | Stretch those topics like expired yoga pants
Congrats, you have topics. Now beat them into multiple posts:
- Top Tips | Low-effort. Listicle it up.
- Explainers | “What even is [insert topic]?”
- Meet the Expert | Thinly veiled bragging, packaged as an interview.
- How-to | Teach them something.
- How not to | Roast the common mistakes.
Feeling spicy? Post a controversial opinion and watch the engagement spike (or your LinkedIn connections plummet). Either way, you’re alive. You’re publishing. You’re playing the game.
And honestly? That’s a start.
