How to Write Original Content that Converts

writing content

Do you feel stuck when writing content?

Perhaps you don’t know what to write, so you don’t even get started.

Or you recycle the same topics over and over again.

Maybe you are afraid your posts will get crickets, so you reject your ideas feeling like they are not good enough.

At any rate, you are uninspired and just aren’t feeling it.

So, what are you supposed to write about in the first place?

It’s time to find out.

Step 1: What is your area of expertise?

Before writing content, it is essential to determine what you want to be known for.

Imagine that you are the go-to authority for a specific skill set.
What would that be?

Maybe you want to be known for helping your clients save time, overcome money blocks, get back to their beach body, build their financial future, or create unforgettable weddings.

Your unique skill set can help you identify your area of expertise. It can be as broad as making money online or as narrow as helping women in their 40’s plan the perfect wedding. What is your area of mastery?

By building authority, you become the go-to resource for this core topic.

Pro Tip: If you feel overwhelmed choosing an area of expertise, reflect on your knowledge and write down where you currently help people the most. What problem does your main offer solve? 

Step 2: What six sub-topics support your core subject?

Once you identify what you want to be known for, determine what six areas you need to showcase to be an expert on that central topic.

Imagine this as a pizza with six slices.

What slices are needed to make up the whole pie?

Reflect on what broader questions ideal clients have surrounding your core subject.

These six general areas will be your sub-topics.

My main topic is female entrepreneurs’ lifestyle freedom (time, energy, and money). My six sub-topics are 1. vision, 2. strategy, 3. mindset, 4. energy, 5. connection, 6. money (Today’s topic is part of #2 strategy)

Step 3: Generate content ideas by using mind mapping

Next, you will use mind mapping to brainstorm content ideas for each of the six sub-topics.

Mind mapping is a technique that draws connections between seemingly unrelated ideas to build new concepts.

Researchers have proven that you can link ideas together through this type of association and use the branches to track the connections, making complex ideas easier to understand, aiding learning, and leading to breakthroughs.

So, how do you do this?

1. Draw a circle in the middle of your paper with six spokes and circles coming off of that core topic.

2. Put your core topic from step 1 in the center circle.

3. Put your six sub-topics from step 2 in the six circles coming off that circle.

4. For each of the six sub-topics, identify which elements are needed to best support that idea.

Each time you have a new idea, write it on your mind map and draw a path between the two connected ideas to associate how the concepts are related.

Brainstorm as many ideas as you can without judgment. Write down whatever comes to mind. Remember, there are no bad ideas. More is more. Once you feel that you have exhausted your possibilities for each topic, stop. You will find that you can quickly generate hundreds of ideas.

Before you begin

Always remember that content should solve a problem for your ideal client. To do this well, you need first to determine that problem.

Here are some suggestions:

1. Client questions:

What do clients consistently ask you? When you repeatedly answer the same questions, it is an excellent indicator of a perfect topic for discussion.

For example, many people ask me how I know what to write, which led to this blog post.

2. Research:

A great way to discover your ideal clients’ problems is through research. Do a quick google search for your topic to see what comes up, or utilize sites like, or Pinterest Predicts to tap into the next trending topic.

Also, what issues do other industry leaders in your niche cover? It can be a great indicator of common points you can write on.

Pro Tip: It is best to brainstorm when you are most creative. Reflect on if there is a time when you feel most inspired. 

A great time to brainstorm is early in the morning, just after getting up, when your brain switches from delta deep sleep waves to theta waves. It is when your creative brain is most attuned.

Meditating, exercising, dancing, walking, and other activities can also spark creativity.

Make sure to find what works best for you!

Your goal is to feel as good as possible. Once you feel ready, get into a quiet place, listen to music, and allow yourself to be in flow.

Check out this track for inspiration.

Step 4: Add ideas to your content wheel

Creating a content wheel is a great way to organize your mind mapping. Your core area of expertise sits in the center, with the six sub-topics on the second level. The outer layer contains the supporting topics for each sub-topic.

Once you have completed your initial brainstorming, be open to new ideas as inspiration strikes.

Anytime an ideal client asks a question, or you feel inspired, it’s time to take note.

Use a pen and paper, computer, or even a voice note on your phone. Whatever works best for you.

My best ideas happen when walking, so I can often be seen typing notes into my phone as I walk, jotting down anything I can when inspiration strikes.

Step 5: Time to write!

Voila! You are ready to write with a vast bank of ideas for your next piece of content.

But wait, what if you still don’t feel like writing?

Okay, I get it. There can be a ton of resistance. Know that sometimes the most challenging part of writing is just getting started.

Sit down and write for one minute.

write, author, a book-5243229.jpg

Set aside time each week, give yourself a deadline, and sit down and write for one minute.

Get into a creative state by using the tips from Step 3, be in a quiet place without distractions, and just get started.

Look at your content wheel and choose a topic that resonates most with you at that moment. Is there any topic that you feel excited to write about?

If you are launching a program or product, perhaps a topic on the list works well. Or is there a time of year or holiday that aligns with one of your topics?

Just write.

Once you get started, you will be surprised how quickly you feel inspired, and before you know it, it’s finished!

Sometimes sitting down to write is all you need.


Writing original content can be straightforward once you understand where you should focus to best solve your ideal client’s pain points. It is essential to determine what you want to be known for to create content that builds authority, adding value that both connects and converts.

Step 1: What is your area of expertise?
Step 2: What six sub-topics support your core subject?
Step 3: Generate content ideas by using mind mapping
Step 4: Add ideas to your content wheel.
Step 5: Time to write!

I am looking forward to seeing how this helps you hone in on your messaging to create original content that converts.

Send me an email at to let me know your biggest takeaway, and I will respond personally.

I am looking forward to hearing from you!
Michele x

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2 thoughts on “How to Write Original Content that Converts”

Hi Michele, this blog was very interesting to read and gave me ideas in which I can follow.

Thank you for your suggestions and inspiration.

Tina V.


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