“Write what you know.”

Simple advice that has been given to many writers, it is the best advice for service businesses wanting to expand their website and get their blog or social media going.

“Write what you know” will guide you in two ways:

• Brainstorm topics based on what fills your workday
• Write using your knowledge and expert opinion

Let’s break this down so you can get started.

Brainstorm blog topics based on what fills your workday

The easiest way to get started with your service-business blog or social media is to write about what you talk about on a daily basis.

Get brainstorming by answering these questions:

• What questions do people ask when they call my business?
• What questions do customers ask before engaging my services?
• What questions do clients ask when I’m on the job?
• What questions do customers ask after I’ve left or completed the job/delivered my service?
• What are common mistakes customers make to cause the problem I fix?
• What are common mistakes customers make with maintenance, use, upkeep, etc., after I’ve left?
• What are my favorite parts of my job or industry?
• What are my pet peeves in my job and industry?
• Why did I start/join my service business?
• What are three things everyone should know about my job/industry?

Once you answer some or all of these prompts, you have your list of potential blog topics.

Write your service business’ content with your expertise

Now, spin that topic into a full-blown article like a candymaker spinning sugar into a stick of cotton candy.

Take one of the topics and start putting together your blog post or article. Consider:

• What is my point of view or perspective on this topic?
• What unique insights can I provide that others outside my profession don’t have?
• What tips or information would help my potential customers with this topic?
• What stories do I have from my actual work that relate to this topic?

Use your expertise and experience to write an article that is helpful, authoritative, and unique, and consider what photos or video you could use (especially for social media).

You can build trust and authority with your readers by sharing from your own knowledge and experience. Offer relatable stories and helpful tips and write as if you were talking to a customer or your mom.