How to Always Know What to Post About

Are your ever stuck for ideas? Read this post to learn how to use key topics as a trick to always know what to post about.

Are you ever stuck for ideas? No matter how hard you think, the words simply won’t flow and you don’t know what to post about. It’s frustrating and makes social media feel like a time-suck. But there’s a way out of this content block. In this article, I share with you my top tips to always knowing what to talk about on social media.

Having writer’s block is an awful feeling. You sit in front of your screen or your phone and stare at the blinking cursor in the empty text field. As if it was mocking your lack of creativity. The longer you look at it, the more frustrating it gets. It starts feeling like a waste of time and eventually, you close the app and decide to postpone it. You can write a post next time inspiration hits.

But when is that?

Just like writers and novelists have secret tricks to overcome their writer’s block, so can business owners and social media managers find ways to write engaging captions even when they feel uninspired. And it doesn’t have to take an awful lot of time either!

They trick is to know your key topics and you’ll never be stuck for ideas again.

I this article I am talking you through what key topics are, how they can benefit your business and how you can use them to uplift your social media strategy. With the right key topics, you will never be caught out not knowing what to post again.

What are key topics?

Key topics are the topics you talk about online over and over again. They should be related to your business and what you offer, and inspired by what you want people to know about your business. But they should also make your business more relatable and personal.

Not every single one of your key topics has to be 100% about your business, just like you should also create content that isn’t just about what you sell or offer. Your key topics are a great way to show an aspect of your brand that people can relate to.

Choosing and knowing your key topics is like a short-cut to help you write on-brand content for social media, blog & co. in your sleep.

Once you know your key topics, they are what you post about on social media and when you’re stuck for ideas, simply revisit your list of topics, choose one and share a message, insight, question or tip relating to it.

The benefits of working with key topics

I might sound obvious, but I’ll say it anyways:

Always knowing what to talk about on your social media, blog, YouTube channel (or any other platform you may use) is a game-changer.

Here is how you can benefit from having your ducks in a row – “ducks” being your key topics:

  • You will spend less time on creating content because you’ll never have to think too long about ideas.
  • You will post more regularly and communicate consistently with your audience.
  • You will strike a balance between posts about your business, products and services and other relatable content.
  • You will boost brand memorability and create content that people will immediately recognise as yours.
  • You will show your expertise and build trust in your brand.

Read more about brand consistency and why it is so important for your business here.

The question is not why should you be working with key topics – but why would you not?

Running a small business, potentially even by yourself, means that there are always other tasks to do. So, saving time and creating more efficient content for your social media channels, is key.

And don’t forget: the stronger your brand is on your own website and social media channels, the less dependent you are on 3rd party websites, OTAs and other referral programmes. These are a great addition to your marketing strategy and bring a lot of customers your way – but you don’t have to solely rely on them.

Now, let’s talk about how you can figure out your key topics.


Getting started: Choosing your Key Topics

As yourself: What do you want to be known for?

If someone else would describe your business to their friend or a colleague, what would you want them to say?

Think both about the way they describe what you offer as well as what their experience with you is like.

  • What adjectives might they use to describe their experience with you?
  • Who would they recommend your services to?
  • How would they describe your business to others?

By asking yourself these questions (and looking at previous reviews and shares you received), you start to understand how people perceive your business.

Then, cross-reference that with what you want your business to be known for and a list of key points about your business starts emerging. This will inform your choice of key topics.

Examples of key topics

Some key topics will be clearer and easier to communicate than others. Let’s look at an example.

Say, for example, you wanted to be known as a leading wildlife guide in your region. Talking about your local wildlife will probably be one of your key topics.

This kind of key topic is pretty easy to express. Share images from previous wildlife tours, tell stories about wildlife encounters on your tours, show your expertise by sharing interesting facts about wildlife. This kind of key topic is perfect to bring across your expertise and share what you do.

Now, let’s think about how you want your guests to feel after a tour with you. Let’s assume you want to instil in your guests a feeling of connectedness with nature. That’s a little trickier to communicate, right?

This kind of key topic gives you the chance to share your passion and not just talk about what you do, but also how you do it. You can package that feeling of connectedness by talking about your own experiences out in nature. You could share interesting studies, like the benefits of nature on mental health, or immersive imagery and videos that give a sense of “being there”.

Whether your key topics are straightforward to a little bit more abstract – keeping them in mind will make it a lot easier to come up with content ideas that really capture what your business is all about.


Of course, that is just the start.

I have a lot more tips and tricks up my sleeve to help you figure out the key topics that will make social media easier for you.

In my Find your Key Topics Masterclass, I walk you through the whole process with the help of guided exercises and a workbook.

This masterclass takes place once a month. Find out when the next class is scheduled here.

Book a spot in my Find your Key Topics Masterclass on 23 March 2021!

Have you found this useful? Let me know in the comments!


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