Content Marketing Strategist

We’ve all been there. You open your laptop, stare at the blank screen and… nothing. Na da. Zilch. Not an idea, not a spark, not a single thing you feel is worth saying.

So you decide to scroll for ‘inspo’, but get overwhelmed and sucked into a doom scroll. Then you don’t post again. Before you know it, you’re telling yourself you’re rubbish at content and it’s not important, and wondering how everyone else is showing up so easily.

Showing up online has nothing to do with always having something clever or witty to say. Some of the best-performing content is simple, relatable and human. When you know how to use that to your advantage, you’ll never run out of ideas for what to post.

Ask small questions that are impossible to scroll past

When your brain feels empty, stop trying to write something big or clever. Ask a small question about everyday life instead. One that takes seconds to answer but instantly starts a conversation.

Try things like
– How much would you pay for a coffee and croissant?
– What time do you actually start work in the morning, and what time would you like to start?
– Phone calls, voice notes or text messages – which do you prefer?

These questions work because they’re low effort for your audience but high reward for engagement.

When I posted about the price of coffee, the comments exploded. I had over 200. Not because it was about business (even though it gave me a lot of insight into the money mindset of my ideal client), but because it was something people were probably already thinking about subconsciously. Conversations like that build connection faster than any tip or strategy post ever will.

Find common ground in the everyday

You don’t have to be an expert to post content that connects. You just need to be yourself and notice the things people relate to. Shared experiences are powerful because they make people feel seen and understood.

Think about the small frustrations, wins and quirks we all recognise. The chaos of trying to work while your dog barks at the postie. The joy of finding a yellow sticker bargain in M&S. The collective sigh when the train is delayed again.

When I share what it’s like being dyslexic – the spelling mistakes, the way my brain works differently, the daily challenges – it always sparks replies. Not because it’s about business, but because it’s real. It reminds people there’s a human behind the content, and that builds trust and connection.

Repeat yourself because no one remembers anyway

Here’s a secret most people don’t realise: your audience doesn’t remember what you posted three months ago.

Half of them didn’t even see it. The other half have forgotten. Repetition builds reputation, trust and reinforces your message, so stop worrying about sounding repetitive and start reusing what’s already worked.

If a post landed well before, bring it back. Update it. Reword it. Turn it into a story, a carousel or a short video. That post about why you started your business? Share it again. That one thing you wish more clients knew before working with you? Post it again.

Some of my most engaged posts are ones I’ve recycled. The topic hasn’t changed, I’ve just given it a fresh spin. People love familiarity and you’ll stay front of mind by repeating your message instead of constantly reinventing it.

Use 3 to 5 content themes as your foundations

If you’re constantly stuck on what to post, themes are your shortcut out of overthinking.

Every business owner should have three to five themes they return to again and again. Three of them should be related to your business and what you help people with. One or two should be personal – the real-life stuff that shows the human behind the brand.

My business themes are ideal client, planning and content that sells. My personal themes are dyslexia and music. These themes guide everything I post. They keep me consistent without repeating myself word for word, and they make sure my content builds trust, connection and credibility at the same time.

Look at Monzo. Their content sticks to clear themes too. They talk about managing money, saving habits and product updates. They also weave in relatable, everyday topics like how we split bills with friends or what payday feels like. That balance of business and human makes them feel trustworthy and real.

Talk about what’s happening right now

Topical content doesn’t have to mean chasing trends. It means talking about what’s relevant in the world today and linking it to what you do.

It could be a national conversation like the rise of the four-day work week. 

It could be something smaller and seasonal, like Costa launching its autumn drinks menu or Waterstones revealing the Booker Prize shortlist.

If your audience is already talking about it, you can join in too. Even if it’s not directly related to your business, it shows you’re part of the conversation and not just shouting into the void.

If all else fails, talk about the weather

Talking about the weather works because it’s universal. It affects our mood, our habits and how we go about our day. It’s small talk that always lands.

Ask things like:
– How many layers is too many for working from home?
– Has anyone else caved and put the heating on yet?
– Rainy day = admin day. What do you tackle first when the weather’s grim?

Posts like this are quick to write, easy to engage with and they remind people there’s a human behind the business. That matters more than you think.

Stop overcomplicating it

If you take one thing away from this, let it be this: posting consistently is not about always having something new or clever to say. It’s about showing up and saying something.

• A post about being dyslexic.
• A question about coffee.
• A throwaway comment about the weather.

Some of my best-performing content has been the simplest, and they’ve led to sales. 

So next time you think you’ve got nothing to say, stop overcomplicating it. Ask a small question. Share a real moment. Talk about the weather. Staying silent might feel safe, but silence will never grow your business.