Some days I am convinced that copywriters are the superheroes we need now more than ever. They are the only ones who can save us from AI-written listicles and copy with extraneous “actuallys”, “howevers”, and those awkward conclusion sentences that hang in the air too long.
Other days I wonder is it all for naught? Is anyone reading this? Or am I writing for a bot to crawl and look for chunks of content that it can make sense of but that no human will ever try to?
Still. working with copywriters on our marketing client teams and being one myself (ahem), the feeling of mastery many have had for long is being at least partly replaced by what-now, what-next, feeling of unease that we could ask ChatGPT these questions, but that’s a little too ironic.
Instead of giving up altogether amidst SEO concerns and unknown AI results…let’s focus on one thing: Your next blog, article, or piece of content. If it was easy to just choose a blog topic, you would have by now. Which brings you here. Let’s just get back to the basics.
A few things have been working for me and the copywriters I work with—use these three ideas to bypass the existential dread, and jump-start the creativity for your next piece.
Reduce, Reuse, Recycle (Blog Version)
Some might say it’s cheating. I say it’s just plain smart. Dig into your older resources. Find the ones that are getting some decent ranking or traffic – or the ones that were and have fallen from the rankings. Even if they’re dated, they could still be super relevant for your audience. Update it, add to it, and most importantly: update the date! Hit save and publish. This method can give your content a bigger lift to organic traffic more quickly than posting new content. That’s a win-win.
Extra Tips
Put the year in your blog title. “Best B2B SaaS CRO Tools For 2025”. This tells everyone—human or not (bots/crawlers)—that the blog is up to date. Look at analytics and your top landing pages. Find the blog that’s slid in popularity, update it, and make it valuable again.
Of course, if your services have changed, make sure your content is still valuable for your audience. Reader engagement is still the goal—so if you don’t align with your audience, it’s not going to be helpful or make your brand stand out.
What to Update
The blog doesn’t have to be completely rewritten, it just has to bring better or additional information to the user. Try adding or swapping out the following to boost an older blog’s organic traffic:
- New headings and sections based on what has changed since the blog was initially published
- A video
- Link to a recent case study to show how something works
- Stats (updated or brand new)
- Internal links to newer blogs (more on supporting blogs later!)
- External links to credible sites
Sometimes the author may be someone who’s left the company. Change out the author, and ensure there’s a link to a bio to show credibility. Just don’t forget to put a new date on the post when you update it! As we tell our Digital Growth clients—aim to produce 10+ pieces of content per month. If it’s an old blog update, that counts! Make time in your editorial calendar to simply update older blogs—the perfect combo of lower effort, higher impact.
A good reason to choose this blog topic or type:
Crawlers have already let you know this is valuable content. An update can give enough push for “low-hanging fruit” to gain traction (such as additional visibility). On the reader side, you’re giving up-to-date info that’s fresh and helpful! Plus, it’s speaking to what your audience is thinking about now.
The Holiday Celebration Blog
Sounds cheesy, right? But the numbers don’t lie! So many of our clients have seen success with highly specific, celebratory blog posts. It’s all worth it, if it reaches your audience. Topics like Recognizing Nurses Week: Modern Strategies to Appreciate and Support Your Nursing Team, and Celebrating National Physical Therapy Month might feel random—but for these clients, it is all part of a brilliant strategy to target a particular audience. For the first, one of their main audiences is the healthcare industry. The second is a nationwide group of physical therapy clinics using blogs to reach potential employees. This type of blog can show off more of your brand voice and your company’s culture overall.
How to Choose A Holiday
Use an online AI tool to ask about fun holidays (special days, weeks, months) that your ideal audience might connect with. Choose a few and sprinkle them into your content calendar where they make sense. Make sure the subject matter still speaks to your audience. Don’t make a post about “National Apple Week” if you’re a B2B SaaS company, even if it is the autumn season.
A good reason to choose this blog topic or type:
These blogs are fun to write—they’re a little bit lighter in tone, and help mix up your content a bit. Plus, as a bonus, they play really well in socials, whether you’re promoting the blogs on LinkedIn, Facebook, or via regular emails to your mailing list. The blogs are fun and grab attention, and levity (along with an authentic brand voice) is more welcome than ever.
Choosing these blog topics can target a hyper-specific audience researching something industry-related. Plus, these can be updated each year (see blog option 1 above) and aren’t necessarily going to be already covered by AI writing. Different, fun, and distinctly human!
Best Supporting Blog
And the award goes to…the blog that supports your most important blogs. Like any best supporting actor or actress, this is a vital kind of blog that should have its own category! Supporting blogs aren’t likely going to be your best performers, but that’s the point. They’re there to prop up the pillar blogs—your most important resources and pages. With intentional keyword text and contextual links, these supporting blogs basically verify to bots and crawlers the importance of your best-performing blogs.
Think of it this way: If you’re creating 10+ pieces of content a month, awesome. But they’re not all going to be fire. Some of them will be in the background, pointing to your all-stars.
Tips for The Best Support
Don’t be repetitive. Rather, think about a topic or section that’s merely mentioned in one of your popular blogs, and go deeper or wider on the topic while referring back to that blog. If you’re trying to get more impact with less effort, look carefully at your most popular pillar blogs, and find the subtopic—or multiple, if you’re feeling motivated.
Be sure to look at the pillar blog traffic to see the results and value of the supporting blog.
Similar to updating existing blogs, these supporting blogs can also be created to support a new product, service, audience, or industry. By using a contextual link to the product page, for example, you’re creating additional importance for that page for bots and crawlers, and creating a few more pathways for website visitors to get there. Plus, most product pages are limited in content—a blog can allow you to add more keywords, and go more in-depth about challenges, pain points, and the product features.
A good reason to choose this blog topic or type:
The pages with the most links going TO them are seen as most important by crawlers. Therefore, they have the most potential for ranking well and receiving the most visibility. Treat these pages like royalty by creating intentional supporting blogs that focus on related, longer tail keywords.
Your Turn to Blog
Now you’re ready to choose a blog topic—or at very least: recycle one. It’s fine to write for bots and crawlers—but ultimately, the end user of your products or services is human. Write for them, too. And to keep your content trucking along, you don’t have to reinvent the wheel. Be creative about using what you already have.
