What should I blog about on my nutrition website?
The following is a guest post by Leesa Klich, MSc, R.H.N., Health Writer - Blogging Expert - Research Nerd. Feel free to connect with her at leesaklich.com.
What should I blog about on my nutrition website? Three steps to make a quick (and strategic) decision.
Blogging would be SO much easier if you knew what to talk about every time - Amirite?
Your blog (or vlog or podcast) helps your ideal clients find you, relate to you, and trust YOU as their expert. Plus, it should also help you promote and sell some of your products and services. So, how do you (strategically) decide what to blog about on your nutrition website?
Sometimes it can be *really* hard to decide. You may be one of three groups of people.
You have too many ideas swirling around your head and you don’t know which one to choose,
You are stuck with few, if any, ideas, or
You have a documented content strategy and a perfectly planned editorial calendar.
This article is for you if you’re in the first two groups. It has three simple steps to help you make a strategic decision. It doesn’t matter if you publish something once per month, or several times per week - this will help you. And, it doesn’t matter if you have no ideas at all - I give you over a dozen throughout this post.
If you’re in group three, then kudos! You don’t need to read further (but you might be interested in the handy-dandy calendar to take your planning up a notch - more on that below).
Step one - Current or upcoming promotions
Here’s your number one priority for choosing a blog topic: What product or service are you promoting now or in the next couple of weeks?
When you have in mind a specific offer you want to sell, then it makes sense to naturally weave that into your blog for a few weeks in advance.
For example, create a post that:
Agitates a pain point that your ideal clients have that your product or service solves.
Answers a common question that people ask before hiring or purchasing from you.
Highlights the success of a client who used that product or service.
Don’t forget to drop the link to your promoted product or service if it fits nicely with the post.
If you have an upcoming promotion, there’s no need to go to step two until that promotion is finished.
PRO TIP: Don’t promote too many things at one time.
Step two - What special days are coming up?
If you’re not promoting something now or in the next couple of weeks, then think about your calendar.
For example, create a post that:
Promotes to your birthday or business anniversary - Why you started your business or seven things you’ve learned in your last year of business.
Relates to an upcoming holiday, or seasonal change - What can your readers do to make it their healthiest? What products do you personally recommend (and possibly have affiliate links to) that can help your audience with those holidays or seasons?
Aligns with an established health- or food-awareness date. What foods do you make delicious (and healthy) recipes for? What health concerns do your ideal clients come to you for? Celebrate and promote those dates with a blog post to match.
PRO TIP: Download lifetime access to the regularly updated Health- and Food-Awareness Dates Calendar so you can pop those dates into your calendar and have your blog posts (and social media campaigns) ready to go in advance.
If you have an upcoming promotion or special date, there’s no need to go to step three. But, if not...
Step three - Help your audience
Of course, most of your blog posts will be created to help your audience in one way or another. So, if you have no current or upcoming promotions, nor any calendar dates coming up, then create a post that:
Answers a common or recent question that your ideal clients have asked you.
Addresses a hot topic in the news that would be of great interest to your audience (they look to you as an authority, so they’d want to know your expert thoughts).
Shares some “pro tips” or create a “how to” that will be super-valuable for them.
None of these three steps apply? Do this.
If you don’t have any of these priorities at the moment, then you can essentially publish anything you want to, keeping in mind the purpose of your blog - to grow your “know, like, and trust” factor with your ideal clients.
You can create a post that:
Shows some “behind the scenes” of your business.
Rounds up links to some amazing recipes, workout ideas, articles on your niche topic, social media handles your audience would love, etc.
Interviews or welcomes a guest post from someone with a complementary service who can also really help your ideal clients. (And ask if they can interview or accept a guest post from you too!).
Use this simple and strategic list of three steps to decide what nutrition topic to blog about. And always remember the whole purpose of your blog is to get more people to know you, and help them like and trust you more because of the awesome free content you deliver to them on a regular basis.