Content Writing For Blogs

My prediction: by the end of 2027, most companies will have their own version of a publication alongside their blog. Not just a blog with product updates and SEO posts, but something that actually behaves like a media property. A place with a clear editorial point of view, recurring stories, interviews, industry analysis, and a reason for people to come back even when they’re not buying anything. Here’s why. 1)The traditional sources of distribution are becoming less reliable. Search traffic is fragmenting, social algorithms are increasingly unpredictable, and platforms are prioritizing their own ecosystems over sending users elsewhere. Companies are slowly realizing that renting attention from these systems is a fragile strategy. 2) At the same time, the cost of producing high-quality editorial content is collapsing. AI, better workflows, and smaller teams are making it possible to operate something that resembles a newsroom without the overhead that media companies used to require. When those two forces collide (unreliable distribution + dramatically cheaper publishing) the logical outcome is that more companies will decide to own their own media channels. We’re already seeing the early version of this. More executive interviews. More industry reports. More commentary about what’s actually happening inside a market rather than another listicle designed to rank for keywords. It’s the beginning of companies realizing that attention compounds when you build an audience instead of chasing one. In that world, the blog becomes just one small piece of the puzzle. The real asset becomes the publication itself and the place where your industry’s conversations start to happen. My bet is that by 2027, this won’t feel novel anymore. It will just be how modern companies operate.

I've spent hours analyzing the recent HubSpot traffic collapse (70% drop in blog traffic) …and it confirms what I've been saying for years. Going wide with many content subjects instead of going deep with minimal subjects is a fatal mistake. Google doesn't want you publishing random stuff just to rank. Period. Irrelevant content drags down everything else - even your good pages. This is why singularly-focused topical authority matters more than ever in 2025. If you're a marketing site, stick to marketing. If you sell fishing gear, become THE expert on fishing. When you stay focused on your niche and go super deep with high-quality content, you build true authority that Google rewards. The days of "publish anything that ranks" are over.

I’m occasionally asked for advice on “doing what you do,” which I take to mean: running a paid blog. My advice is simple and perhaps unsatisfying. Write something. Do it now. Take a recent shower thought, unpack it into 500 words, and publish it somewhere — anywhere. Wordpress, Substack, LinkedIn, Twitter, Threads. The specific medium isn’t important. Just broadcast your thoughts. There are no gatekeepers; there is no friction. You don’t need to be anointed as a blogger or an “expert.” You are an expert because you deliver expertise. Just publish an idea. And then do it again a week later, and so forth. But don’t quit your day job. I started Mobile Dev Memo in 2012. I first monetized it with a paywall two years ago, in April 2023. You’ll need to genuinely find the topic of your work interesting to support regular, structured pontification. I almost abandoned MDM at many points in time. The most recent was in June 2021, after a long and thoroughly-researched post I wrote got almost no traction. It was the day of the WWDC 2021 keynote, where something was announced that reinvigorated my interest in writing about the mobile ecosystem. I’m grateful that thousands of people now subscribe to the blog. And that the podcast has become successful. But I spent more than a decade publishing merely for the joy of it. Getting started is the easy part; maintaining a regular schedule, navigating vacations and birthday parties and date nights, is the hard part. And it’s the nature of the internet that you’ll be exposed to vastly more criticism than praise. You’ll accumulate haters and people who compulsively, reflexively push back. Criticism is valuable and can be productive to embrace; you’ll need to develop a heuristic for determining which to absorb and which to dismiss. When to thank someone, when to ignore someone, and when to block someone. It can be exhausting. But it’s also rewarding. You’ll learn more through the process of public, analytical intellectual digestion than you imagined. Just don’t expect to quickly turn it into an income stream. If you’ve considered it, take the chance, and know that I believe in you.

My morning routine post got 30,000 impressions. My case study got 6,000. Guess which one generated 20 demo requests: A while back, I posted about cold plunges, productive habits, the whole morning routine thing. → 30,000 impressions → Solid engagement → Zero leads Around the same time, I posted our notus case study breakdown with Jesse Pujji about scaling his founder brand. → 6,000 impressions → 20 demo requests → LinkedIn DMs, website bookings, immediate pipeline 5x fewer eyeballs but 20x more business impact. The difference was: one cast a wide net, the other spoke directly to the people I actually want to work with. Here's what I've learned about balancing both: 1. Broader posts (personal stories, behind-the-scenes, lifestyle moments) build brand. They make people feel like they know you. They have their place. 2. ICP-specific posts (case studies, tactical breakdowns, niche pain points) generate pipeline. They attract buyers, not just followers. The key is knowing when to use what. If you're early and need pipeline now, go niche. Talk to the very specific pain points of your ideal customers. When you do this well enough, the algorithm figures it out. Hit an outlier, and it serves your content to more of the same people. Hormozi referenced a woman with 2,000 Instagram followers, maybe 500-1,000 views per video, but she's making $1-2M because every piece of content attracted her exact ICP. She then drove them to her newsletter, and converted them into buyers. That's the game now. Niche audiences are winning because relevancy beats reach. P.S I'd track which posts generate real signals from qualified buyers, not just likes. That data tells you what to post more of.

Niche audiences aren’t small; they’re specific, and specificity sells. Chasing broad audiences in digital publishing? You might as well shout into a crowded room. While generic content attracts clicks, it rarely builds loyalty or revenue. Niche audiences, however, like urban gardeners, retro gaming enthusiasts, or indie filmmakers, crave tailored expertise. By focusing on specificity, you turn casual readers into invested communities ready to engage, subscribe, and pay. A food blog targeting gluten-free vegan bakers might have a smaller audience than a general recipe site, but its readers are 3x more likely to buy recommended products. Why? ↳Distinct needs: They seek solutions that generic content can’t provide (e.g., “How to make vegan croissants without gluten”). ↳Trust: Specialised content positions you as the go-to expert (e.g., a newsletter for indie filmmakers reviewing budget 4K cameras). ↳Monetisation leverage: Advertisers and sponsors pay premiums to reach hyper-engaged audiences. Monetising Specificity: Real-world tactics ✅ Subscription models: An example is a newsletter for urban gardeners offering seasonal planting guides and exclusive seed discounts, which saw a 200% YoY subscriber increase. ✅ Affiliate marketing: Partner with brands your niche already loves (e.g., eco-friendly potting soil for organic gardeners). ✅ Sponsored content: A podcast for remote workers secured sponsorships from ergonomic chair brands and local coffee roasters. How to build a Niche-first strategy 1. Identify the niche: Uncover gaps using surveys or social listening tools. For example, a travel publisher discovered demand for “solo female travel in Southeast Asia” via Reddit forums. 2. Develop specialised content: Solve one problem exceptionally. For example, a YouTube channel for indie filmmakers creates budget lighting tutorials with under-$100 gear. 3. Engage the community: Host live Q&As or members-only forums. For example, a sustainability blog built a 5,000-member Discord group for sharing zero-waste hacks. 4. Test monetisation channels: Offer a paid webinar or niche affiliate guide before launching subscriptions. Here are the key takeaways for publishers 💡 Specialised content builds loyalty: Readers return because they can’t find your depth elsewhere. 💡 Diversified revenue follows engagement: Micro-audiences support subscriptions, affiliates, and ads. 💡 Competitive edge: Generic publishers can’t replicate your authority in a focused niche. Specificity isn’t a limitation; it’s your monetisation superpower. Is your content strategy niche-focused? Share your wins (or lessons learned) below. #DigitalPublishing #NicheMarketing #AudienceEngagement #ContentStrategy #Monetisation 

B2B content marketing doesn’t have to be boring. It has to be interesting enough to keep people reading - yes, that's tough 💁♀️ This is Part 3 of my series on frameworks that move your readers - and your funnel - forward. Today: The Breadcrumb Structure 🍪 Think Hansel & Gretel… but with content strategy. → Every section ends with a mini-hook or cliffhanger. → Every paragraph drops a hint about what’s coming next. → It’s content that pulls you forward - on purpose. Why it works: This structure is perfect for today’s skimming, multitasking readers. Instead of trying to force them to read more, you give them a reason to want to. It creates momentum in your writing. And that momentum increases time on page, scroll depth, and yes - even conversions. An example? Let’s say you’re a WhatsApp automation tool. Instead of dumping all your features in a list, try this in your product-led blog series: “Most teams lose leads in the first 5 minutes. What if your WhatsApp bot responded in 5 seconds?” (Next section) “Here’s how one eComm brand cut manual replies by 78% using smart replies and what you can copy.” (Next section) “But bots alone aren’t enough. You also need timing - let’s break down 3 rules that drive replies.” Each section teases what’s next 👉 Each point earns the next scroll. Each insight nudges the reader closer to the CTA. Best practices when using the Breadcrumb Structure ✨ → End each section with a question, data point, or hint to build curiosity. → Don’t answer everything upfront - layer your value. → Use it in sequences: lead nurture emails, serialized blog posts, onboarding flows. → Always tie the final “breadcrumb” to your CTA or next step in the funnel. Because content shouldn’t just inform - it should invite your reader to keep going. — Exploring new ways to create better content? Follow me for more such frameworks and don't forget to check the previous ones! 💖 PS. Reach out to Contensify | B2B SaaS Content Marketing if you need help scaling your content marketing efforts 💬 #b2bsaas #b2bcontent #copywritingtips #contentmarketingtips #saascontent #b2bmarketing

Your brand has a beautiful story. But is your blog telling it? I am working with the founder of a slow-living Ayurvedic skincare brand. He has the most powerful story, rooted in ritual, healing, and legacy. But for his blog? He was planning generic “10 tips” content that could’ve belonged to anyone. So I planned something different. I am turning his brand story into a full-fledged blog strategy. Last year, when I did this for a hairstylist blog, it resulted in: 💡 2x more returning readers 💡 Blogs that were shared (and bookmarked!) 💡 Emails from customers saying: “It finally feels like you” Here’s how I am doing it and how you can too: 1. Start with your “why” What personal moment sparked your brand’s creation? That story deserves its own post. (It’s your foundation.) 2. Break your origin story into blog themes Founder struggles = mindset content Product journey = behind-the-scenes series Values = opinion pieces and purpose-led posts 3. Identify shared values between your brand and your customers Do they care about slowness? Clean living? Energy healing? Now, map blog content around those emotional anchors. 4. Weave emotion into educational content Turn “How to use face oil” into: “How a nighttime ritual helped me find calm after burnout” Readers remember stories. Google rewards depth. 5. Build blog categories that echo your brand pillars For my hair styling client, we created content around: ✨ Rituals ✨ Ingredients ✨ Customer's hair styling stories ✨ Founder stories ✨ Product education Suddenly, her blog didn’t just inform. It felt like her brand. You don’t need 100 ideas. You need one good story, told in 100 different ways. Want my help turning your story into a blog strategy that builds traffic, trust, and connection? My DMs are Open 💌

"𝙈𝙮 𝙢𝙖𝙧𝙠𝙚𝙩 𝙞𝙨 𝙩𝙤𝙤 𝙣𝙞𝙘𝙝𝙚 𝙛𝙤𝙧 𝙇𝙞𝙣𝙠𝙚𝙙𝙄𝙣" ...I hear this a lot. Honestly? I think it's the opposite problem. Most niche businesses aren't struggling because their audience is small. They're struggling because they're writing like they're trying to reach everyone. And on LinkedIn, that's the fastest way to reach no one. A few things I've seen actually work: 𝗦𝘁𝗼𝗽 𝘄𝗮𝘁𝗲𝗿𝗶𝗻𝗴 𝗱𝗼𝘄𝗻 𝘆𝗼𝘂𝗿 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲. Your best clients are specialists. They're scanning for posts that sound like someone gets their world... the specific problems, the industry language, the situations they've been in three times this quarter. The moment you oversimplify, you lose them. 𝗗𝗲𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝗯𝗲𝘁𝘁𝗲𝗿 𝘁𝗵𝗮𝗻 𝗮𝗻𝘆𝗼𝗻𝗲 𝗲𝗹𝘀𝗲. You don't need a clever hook or a punchy personal brand. You just need someone to read your post and think "...that's literally what's happening to us right now." That recognition is worth more than any amount of reach. 𝗚𝗼 𝗱𝗲𝗲𝗽𝗲𝗿 𝗼𝗻 𝗳𝗲𝘄𝗲𝗿 𝘁𝗵𝗶𝗻𝗴𝘀. Instead of "5 tips for better sales," try something like "Why most B2B consultants lose the deal after the second call." One is skimmable. The other makes someone stop scrolling. 𝗔𝗻𝗱 𝗵𝗼𝗻𝗲𝘀𝘁𝗹𝘆... 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗯𝗲𝗮𝘁𝘀 𝘃𝗼𝗹𝘂𝗺𝗲. You don't need to post every day. You need clear messaging, the right people in your network, and conversations that actually go somewhere. That's the difference between being visible and building a pipeline. Niche markets don't lack opportunity. They usually just lack follow-through. So, what's harder for you right now: getting seen by the right people, or getting them to actually respond?

If you’re a climate tech founder who wants to build credibility in public, but hates performative content, this is for you. Most founders don’t have time to post every day. They’re not sure what to say. And when they do post, it often feels like it goes nowhere. But that doesn’t mean content won’t work for you. It means you need a long-term strategy that’s rooted in how you think, not what’s trending. That’s why I recommend the Book Method 📚 A simple way to structure your ideas like you’re writing a future book, so every post you publish builds real authority over time. Here’s how it works: Step 1: Pick your 'Book' topic. What’s one big topic you want to be known for? Not your product. Not your entire company. Just one problem, belief, or category you’re uniquely qualified to own. Every post becomes a chapter in the book you haven’t published yet (but could one day). Step 2: Pick 10 chapters. Once you’ve picked your topic, break it into 10 subtopics. Each one is a content theme you can return to again and again — Like customer education, founder beliefs, industry myths, or frameworks you use internally. This gives you range without losing focus. Step 3: Break each chapter into 10 posts. You’re not writing 6,000-word essays. You’re building clarity in public — one small post at a time. Let’s say your topic is: “The Future of Seaweed-Based Packaging.” One chapter might be about: “How Seaweed Compares to Plastic.” Break that into 10 posts like this: 1) A common myth: “Bioplastics are just greenwashed plastic.” 2) A founder belief: Why seaweed > corn-based alternatives. 3) A customer objection: “But is seaweed scalable at industrial levels?” 4) A story: The first time a client held your prototype and freaked out. 5) A hard truth: Retailers don’t care until you prove shelf life. 6) A visual: Side-by-side breakdown of CO₂, microplastic impact, or water use. 7) A personal angle: What inspired you to build a seaweed startup. 8) A lesson: The real cost of switching from plastic isn’t money — it’s process inertia. 9) A case study: One early adopter and how you solved their distribution issue. 10) A prompt: “Would you eat your packaging?” (And why someone did.) That’s 10 angles from just one chapter — and they’re all tailored to educate, attract, and build trust. Now imagine doing that across 10 chapters. That’s 100 pieces of founder-led content — all rooted in your category, your beliefs, and your traction. — You don’t need to post every day. You don’t need to be a guru. You just need a system that helps people see what you already know. The Book Method gives you that system — without burning you out. Pick your topic. Pick your chapters. Break them into posts. And keep showing up like the founder people remember.

The biggest myth I’ve heard on the internet? You can never scale a niche-based business. I believed it too. Back when I started ghostwriting. Everyone said— “Pick a big topic.” “Talk about tech, AI, startups.” “Don’t limit yourself.” But I didn’t listen. I wrote for a woman leading dental implant innovation. For a founder in the electric vehicle space. For a coach who only worked with women in mid-level leadership roles. People laughed. “Too narrow.” “Won’t grow.” “Not scalable.” But something unexpected happened. Their posts got more engagement than some big-name founders. Their businesses grew. Their audience became loyal. Because they were speaking to someone, not everyone. That’s the power of niche. You stop chasing virality. You start building trust. You don’t go wide. You go deep. Today, I only write for niche brands. And I’ve never been busier. Or more in demand. So when people say, “Niche doesn’t scale.” I say— It does. If your message is clear. If your story is real. And if you’re brave enough to own your space. —From a ghostwriter who learned to grow small things loudly. #writing #freelancing