Starting a content program feels overwhelming. Where do you even begin when there are infinite topics to cover and limited time to write?
Many content programs fail because they try to do too much, too soon. The people who succeed start small, focus ruthlessly on what their audience actually needs, and build momentum through consistency rather than complexity.
The easiest content to create is documentation of work you're already doing. This approach removes the pressure of "coming up with ideas" and turns your daily work into valuable content.
Document your process:
Example: A DevOps engineer spending three days debugging a Kubernetes issue already has their next blog post. The problem, the attempted solutions, the final fix—it's all valuable content for others facing similar challenges.
Your best content ideas are hiding in plain sight - in the questions people already ask you. Even better? If you’re working on a higher volume product, these questions are often exactly what prospects are typing into Google.
Customer conversations:
The SEO goldmine in customer questions: When customers ask "How do I integrate your API with Salesforce?" they're revealing a search query. That exact phrase - and trivial variations like "YourProduct Salesforce integration guide" - are what prospects search for. Every customer question is a keyword opportunity.
Turn questions into SEO-friendly content:
Internal discussions:
Mining support tickets for SEO topics: Export your support tickets and look for patterns. If 20 customers asked about SSO setup last month, that's your next piece: "How to Set Up SSO in YourProduct: Complete Guide." These aren't just helpful - they're exactly what future customers will Google.
The compound SEO effect:
Quick SEO wins from conversations:
One customer question often represents dozens of others with the same confusion. Answer it publicly once, optimize it for search, and let Google send you prospects forever.
Low volume B2B corollary: The examples above pertain more to high volume cases, but you can still use these strategies to reduce internal friction and improve things like sales and support outcomes. This kind of content can also be transformed into useful collateral.
Forget philosophizing for now. The content that builds trust fastest is the unglamorous stuff that solves real problems.
High-value "boring" content:
Why this works: When someone searches for "how to migrate from <Competitor X> to <Your Product>," finding your detailed guide builds more trust than any vision statement could.
Don't force yourself into formats that feel unnatural. Pick content types that align with how you already communicate.
For speakers:
For writers:
For builders:
Stop waiting for inspiration. Here are specific posts you can write this week:
The "What I learned" post: "3 things I learned building [specific feature]" "Why we chose [Technology A] over [Technology B]" "What surprised me about [industry trend]"
The "How we do it" post: "Our process for [common challenge]" "Behind the scenes of [company process]" "How we reduced [metric] by [percentage]"
The "Common mistakes" post: "5 [industry] mistakes we see repeatedly" "What not to do when [common scenario]" "Why [common approach] usually backfires"
The "Quick tip" post: "One weird trick for [specific problem]" "The simplest way to [achieve outcome]" "A 5-minute fix for [annoying issue]"
Remember: the path to consistent content creation isn't about heroic efforts - it's about sustainable systems.
Establish the habit
Content is a strategic asset. Every post you don't write today is relationships you won't build tomorrow. Content compounds - but only if you start.
A technical blog post written today could:
The best time to start was six months ago. The second-best time is today.
Pick one idea from this post. Set a timer for 20 minutes. Write something helpful. Publish it somewhere. Don't overthink it - just help one person solve one problem.
We believe that you can do it!
Ready to build a systematic content engine that drives real business results? Let's explore how to turn your team's expertise into a sustainable competitive advantage.
