Have you ever wanted (or had) to create something for your business, like a blog article, or something for the newsletter, or maybe a webinar or special piece to attract some leads? You have lots of places you can share it, and you know it would be great to share some value. But you aren’t sure what it should be about!

What is the right topic?

What can you say that would be engaging and impactful

Coming up with a great topic is key to creating an effective piece of content. But what makes a topic great?

Here are three things to keep in mind and get you started.

Get Specific

Sometimes people think of a “topic” that’s not actually a topic because it’s way too broad. A Human Resources consultant might decide to write about “Recruitment.” But that’s not a topic, it’s more like a whole category!

It’s easy to think of things that you could write about generally, but what specifically are you going to say about it? What angle are you going to take? What story can you tell?

There is power in the details!

I don’t mean technical details about your work, but the details that people can relate to. The details that make a story or article come alive.

Zoom in! Don’t just talk generally about something. Use real examples. Throw in some particulars. It’s the little things that allow people to really get into the piece, see it for themselves, and feel like they are part of it.

Content pieces aren’t huge canvases where you can splash some paint and call it “modern art.” Rather, they are like those tiny little canvases you get at the painting bars, and your job is to create a recognizable picture in a small space. The more details you can put in, the more interesting and engaging your picture will be.

My HR consultant client wrote an article recently about “How To Adapt Recruitment Practices to Attract Millennial Caregivers.” Now that’s specific!

Get Personal

Many business folks have a lot of knowledge about their industry and their work. But it’s important to keep in mind that content is about building relationships. And relationships have two sides – you (the writer and service provider) and them (the reader and prospective customer).

In order for a piece of content to effectively connect people and build trust, the topic must relate to both sides!

I created a list of 40 Topic Starters that is split into two categories – You and Them. While you always want to provide value and showcase your expertise and experience, be sure to put yourself into your content. And always remember to relate it to your readers.

Check out the list of Topic Starters to see what I mean.

Get Real

Authenticity is a buzz word these days. That’s because it’s important! And here’s the thing… you can’t fake authenticity!

By definition, in order to be authentic, you have to get real. Peel off the shiny top coat and dig into the truth.

What scares people about this is that the truth isn’t so shiny. It’s rarely pretty. And it’s never perfect.

It’s tempting to think that we need to put forth an appearance that is polished and put together. But honestly, people are starting to see through that. We all know that no one is perfect, so stop pretending to be.

Share something that went wrong. Share a challenge you had (or are having). Tell a story of a “failure” or learning experience. Now that’s something people can relate to!

If it feels scary or uncomfortable, then that’s exactly what you should be putting out there. That’s real! And most people will respect you for showing up and sharing the truth.

If these sound like great concepts for engaging topics, but you still aren’t sure exactly how to come up with something for yourself or your business, then grab my 40 Topic Starters for your Content now.

I created it in honor of my book launch, which is happening on January 19th – my 40th Birthday! Check it out and get inspired, get specific, get personal, and get real!