Many businesses know they should publish more content, but they are not sure what to write about. Guessing at keywords usually leads to scattered articles that do not add up to much. A better approach is to start with the real questions people ask and build out from there.

Listen for the questions you already hear

Good topics are often hiding in plain sight. You can mine them from:

• Questions prospects ask on first calls or emails.
• Concerns that slow down deals or cause hesitation.
• Misunderstandings about how your service actually works.

Each repeated question is a signal that people are likely asking the same thing in search.

Group topics into clusters

Instead of treating each question as a one off blog post, group them under a few core themes. For example:

• How it works.
• Pricing and cost.
• Timing and process.
• Risks and trade offs.

An Information Center uses these clusters to plan an article set. That way every topic you choose supports a larger structure, instead of floating on its own.