“Boring” No More: How to Brainstorm Content for Your Business Blog

Starting a business blog can be a fantastic way to market your e-commerce website — it can help boost your site’s SEO, give you another way to connect with your customers, and provide organic marketing when others link to or share your posts.

I’m sure this isn’t new advice to you. But one of the biggest blockers business owners have when starting a company blog is figuring out what to blog about on a consistent basis. Posting regularly is key, which may be all well and good if you are in a fascinating industry. But what about if your product is, well, boring?

If you work in the unsexy business of selling things like ball bearings, widgets, or water heaters, I hear you. But even the most “boring” of industries can provide a plethora of blog topics.

Here are some categories to mine when you’re looking for your next blog topic. So grab your thinking caps and let’s get started brainstorming!

Product tutorials

From how to choose the right fertilizer to how to turning your tractor into a snow removal machine, tutorials and how-to posts are a great way to highlight specific products and educate your customers about them.

Boss Snow Plow’s business blog is chock full of how-tos, and an all-around excellent example of a robust company blog on a potentially boring (and seasonal) topic.

Customer questions

What’s the first thing you’re asked when you tell people what you do? What’s the last question you (or your customer service team) got? What common questions have you already addressed in your FAQ section??

All of these are fantastic potential business blog topics. Chances are you can already talk at length about the answer. In fact, maybe you’ve already replied to several customer questions with 500+ word emails. There’s the basis for your blog posts.


News and announcements

Of course, your blog is a great place to let customers know about news, too. Use your blog to introduce a new employee, talk about a sale, highlight a trade show appearance, or recap an industry event.

You may also find topic ideas in your industry’s trade journals and leading blogs. Maybe there’s an interesting trend you could discuss, or an issue you should (diplomatically) weigh in on.

Bulb Energy, a UK-based green energy company, does this well with their regular Energy Price Watch feature, where they talk about wholesale energy prices (*yawn*) and how they affect your monthly bill (tell me more!).

Product spotlights

Pick a product in your catalog — any product. What do your customers need to know about it? There’s another potential blog post. Your company blog is a good place to highlight new products, seasonal products, or just a product you think doesn’t get enough love.

You can also put the spotlight on a category as a whole, or do a comparison/contrast post between a couple of categories. These types of posts are a great way to boost SEO, too.

Case studies

Case studies are a fantastic way to show your product in action, without feeling like you’re spending too much time talking about yourself. Talking to a happy customer or showcasing a project your team finished offers social proof and keeps your business blog filled with interesting posts.

Learn more: 5 Ways Case Studies Boost Your E-Commerce Business

Related topics

Set yourself free to think sideways from your main industry. What else might somebody who would be ready to buy your product be searching for? If you sell bakeware, for example, your blog could include recipes. If you sell swimsuits, you might do a roundup of the best beach vacation spots. Get creative!

For example, Post-It and Scotch tape know that their target customers are probably searching for organizational hacks in the office and at home, which is why their blog, Inspiration that Sticks, is chock full of tips for things like planning your garden and brainstorming with your team.

History and vision

Your business blog is also a place for your customers to get to know you better as a company. Don’t forget to sprinkle in posts that highlight your company history, mission, and anything else that sets you apart. You can also profile employees!

Now go forth and get started brainstorming interesting content for your blog! If you need help getting set up, get in touch.

Need some help planning out your content? We’ve got you covered. Read: The Best WordPress Editorial Calendars — And How To Use Them