Tuesday, 21 April 2026
“I don’t know what to write about”.
Probably one of the most common things I hear.
And often, it’s what pushes people straight to artificial intelligence (AI) to fill in the gaps.
But the reality is, most businesses aren’t short of ideas. They’re just short of time.
Last week, I delivered my Strategic Website Content Workshop for Improved Visibility to AD:VENTURE clients at the Elsie Whiteley Innovation Centre in Halifax.
You Already Have Content
Most businesses don’t have an idea problem, they have an organisation problem.
Your content is already there.
It’s just hidden in customer conversations, emails you reply to every day, things you explain repeatedly (yes, including that pitch), and the way you naturally talk about your work.
Quick Blog Tip
Ask yourself: “What do I get asked all the time?”
That alone can give you several blog ideas in minutes.
Simple Blog Structure
We stripped blogging right back to basics.
You don’t need anything complicated.
A strong blog has:
- A clear headline (what is it about?)
- An introduction (why should I care?)
- A few key points or sections
- A simple ending and call to action (CTA)
That’s it.
If your blog feels messy, it’s usually down to structure or over-reliance on AI-generated content.
Write for People First
AI, search engines and algorithms won’t buy your services. People will.
AI is a tool, not the thing they connect with.
People don’t want perfectly polished, unrealistic content.
They want something that feels relatable, easy to understand, and like it’s been written by you.
A lot of businesses overthink this and end up sounding corporate.
Blog Writing for Business
Think of a blog as a friendly chat.
If you wouldn’t say it that way, don’t write it that way.
People trust people. People buy from people, not content that feels like it’s been written by AI.
SEO Made Simple
Search engine optimisation (SEO) always comes up.
At its core, it just helps the right people find you.
So instead of overthinking keywords and algorithms, ask what someone would type into a search engine if they needed you? Can they see that in your title? Are you actually answering their question?
Long Form Content Matters
Short content works on social media, but long-form content builds trust, shows authority and helps you show up in search.
It’s where you can properly explain what you do.
It’s a useful guide, not a quick post.
AI Came Up (with a reality check)
AI can help with ideas, structure and getting past a blank page.
But it can’t replace your experience, your voice, your thoughts, or your understanding of your customers.
Let’s be honest. No one is buying into AI-heavy content. We buy on instinct, trust and connection.
Use AI to start the work, not replace your thinking. Then go back and make it sound like you.
Strategic Website Content Workshop
The feedback was great. The delegates were brilliant. Open, supportive and willing to share ideas.
And that’s always the goal.
Because I want to make strategic communication feel less overwhelming, more purposeful and something you can actually get on with.
Most businesses don’t need to reinvent their content. They just need to simplify it, structure it, and start using what they already know.
Once that clicks, everything becomes a lot easier.