As the blogging manager for Beyond Indigo Pets, I am asked one question over and over: “What should I blog about?”

For those who elect to tackle the task of blogging in-house, the first wave of inspiration often comes easy, but the idea of coming up with new topics after those first blogs are posted can be daunting. With a little preplanning, though, putting together an editorial calendar (or topic schedule) doesn’t have to keep you up at night.

Plan ahead

Even if your coffers are chock-full of brilliant inspiration, take a minute to look at the year ahead before you start writing. Think about what it is you want to write about in the context of when it would be the most effective.

Want to write about the importance of pet dental health? Time those posts to publish shortly before and during your practice’s dental health month. Is there a time of year you see an uptick in injury-related emergency care? Plan posts on microchipping, shoring up your yard, and keeping pets safe to correspond to with that. Add in a few holiday safety-related posts around the Fourth of July, Halloween, and the winter holidays, and you’ll be surprised how quickly your calendar comes together.

Drill down

If you’ve been writing for a while now and have exhausted your “101 level” topics, take the theme to the next level.

If you’ve written about the basics of dental care already, focus new posts on how to brush your pet’s teeth at home, whether dental chews are really good for your pet’s teeth, or why performing dental cleanings under anesthesia matters. Maybe you’ve written about why early socialization matters for puppies, but not what to do with older dogs that need to learn a few new tricks. Tackling topics you’ve discussed and taking them to the next level is a great way to beef up an already established blog.

When in doubt, ask

If you’re still unsure what your clients would like to read about, ask. Not only can you look to what questions are trending in the exam rooms (ask your vet techs, too!), but you can also solicit topics directly by way of placing “ask a vet” boxes in your waiting room, or even on your social media pages. You’ll find a few topics you hadn’t considered, but also, your clients and readers will love that your blog is responsive to their needs and queries.

Coming up with topics doesn’t have to be difficult. With a little preplanning and creativity, you will be blogging with the best of them. And, if you find that it’s still too much, your team at Beyond Indigo Pets is ready to take on the task in your stead. 

Kate Matthews is the blogging manager for Beyond Indigo Pets.

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