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How often do you read a blog post that was just not relevant?  Or from the blog writer’s perspective, how do you make sure that your content is relevant, makes a difference, and achieves its objectives?

At a high level, there are three key steps that need to take place:

  1. Define the audience.  Who are they demographically, psychographically, and geographically?  What do they care about?  What are their day-to-day challenges, and what are their longer term goals?  What is preventing them from achieving them?
  2. Define the goal of the content.  From your perspective, what are you hoping to achieve?  Is it to generate awareness or to credentialize?  Is it to start a single conversation, or build a community?  Is it to induce trial, or generate a transaction?
  3. Write the content.  This is tough.

Assuming that the first two are addressed, finding inspiration for the underlying content shouldn’t be tough.  The secret is to work at the intersection of two ideas.  Consider:

  • At the intersection of a daily news item and your product/service:  People who are interested in a particular trending news story may also be interested in the connection to your product/service.  Downside: the window of interest for older news is small: your post might not have a long tail of readership.
    Example:  Reflections on Steve Jobs and the impact of Apple
  • At the intersection of the date, time of year or special event, and your product/service:  Back to school, Christmas holidays, Thanksgiving, Election date, etc.  Downside: Once that date has passed, the post may not be relevant. (Until the next year, that is.)
    Example:  Not back to school – Lessons for every student
  • At the intersection of research and your product/service:  Government statistics, Market research reports, Corporate surveys.  Downside:  this approach requires you to be constantly scanning for this information.  Consider using Google Alerts and Hootsuite to surface relevant research.
    Example:  Social Media Measurement
  • At the intersection of another product/service and your own:  Complementary products, Substitute products, Precursor products (those used before your product), Postcursor products.  Downside:  People may associate your product or service with the other product, for better or worse; more intensive monitoring is required.
    Example:  Twitter Strategy, Take Three

The key to being relevant, however, can be found at these two powerful content intersections:

This week’s action plan:  Experiment with the intersection concept on your next blog post or other content.  Not only will you be more relevant for your audience, but you will also help to grow it.

More ideas on creating content: Blog Content Creation: Idea seeding, 16 Blog topic ideas, 17 ways to great social engagement, Blog Intentions.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
:  Professional credentials site
.com: Web strategy, technology, and development
:  Interviews with the nation’s thought-leaders


Have you ever spent time staring at your blank screen, wondering what your next blog post should be about, then staring at the clock, stressing about the looming deadline.  While it’s tempting to think of this problem as writer’s block, it is really a question of process.

Idea seeding is a process for blog content idea generation that is both relevant, and efficient.  While this technique won’t work if you’re writing literature or a movie, it will work for almost every professional blog.  Here’s the formula:

1) Choose a seed idea.  This is usually stated as a challenge that your target audience may face.

Example:  We need to become more profitable.

2) Brainstorm five ways to solve that problem, and recast the seed as a headline and blog outline.  (And then write the post.)

Example headline and outline:  Five ways to improve profitability

1) Increase the number of sales
2) Increase price per unit
3) Reduce overhead expenses
4) Cross-sell related services and products
5) Reduce the cost of sales

This will generate one blog post.

3) Explore each concept in detail.  Take one of the Five ways, and write about the item in greater depth.

Example:  Write a step-by-step blog post specifically on how to increase the price per unit.

Doing this for each of the Five ways will generate five in-depth blog posts.

4) Generate more seeds.  Alternatively, each of these five can be used as a new “seed” for another cycle of posts.

Example seed ideas:

1) Three ways sales pros can increase their sales volume.
2) Six pitfalls when raising your prices.
3) The four most overlooked overhead line items – and how to move this cash to the bottom line.
4) When cross-selling goes wrong: five customer service recovery techniques.
5) The three keys to using CRM to cut the cost of sales.

Each seed sprouts an idea with many flowers, which then generate more seeds for even more posts.  From this one example alone, there are 22 additional blog posts.  No writer’s block here.

5) Diversify across media. Many of these same ideas can also be re-cast in multiple formats: infographics, podcasts, and videos to name a few.  Using the idea seed of raising prices but executing it using video yields the following additional blog posts:

  • The great debate:  two perspectives on raising prices – or not.
  • Case study:  How ABC company raised their prices… with their customers’ blessing
  • An interview with CEO Pat Smith on price increase strategy.
  • Through the client’s eyes: an interview with CEO Joe Client.


While this technique is great if you have the right seed, where can you find that first idea seed?  Here are five places to start:

1) Ask your prospects, clients, members, and friends of your organization for their toughest challenges.  The answer to each challenge is both a blog seed, and the subject of a coffee or lunch meeting.

2) Ask for ideas from the public social web: LinkedIn, Twitter, Facebook, as well as your blog.

3) Review LinkedIn groups that focus on one of your target audiences.  Look for questions that aren’t answered fully to your satisfaction, and take these as seeds.  Answer the questions fully within LinkedIn, and then edit your answers into a blog post.

4) Ask during your real-world events.  If you deliver webinars, workshops, or keynote presentations, this is highly effective.  If you don’t speak often, the technique works just as well during regular networking events.  Not only will the seed ideas be relevant, but you will have a ready audience for your answers.

5) Market research:  If you are asking your target audience a series of questions anyway, why not tack on a few questions that might generate blog seed ideas?

This week’s action plan:  Look through your existing blog posts: how many qualify as great idea seeds?  Choose a few, and then build your list of great topics.  You’ll never look at a blank screen again.

Marketing Insight:  Did you notice that the last part of this blog contained five ideas?  Is it possible that each of these is an idea seed for another blog post?  (Yes.)  Check back on my next blog post, and see how I handle the topic of Market research.  Hint – I contrast Traditional market research with two very different approaches:  Do it yourself, and Agile crowdsourcing.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
:  Professional credentials site
.com: Web strategy, technology, and development
:  Interviews with the nation’s thought-leaders


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