Make Last Month’s Questions This Month’s Content Strategy

So many clients tell us that they don’t know what to write on their company blog or that their topics are boring and will not attract links. Matt Cutts put it nicely at a talk I attended at Google in Dublin last year that “Everybody in this room knows something or knows how to do something that nobody else does. Everybody in this room knows something that someone else WANTS to know”. The problem is, how do you find out what that “something” is and how can you tell in advance what the pay off for answering that question will be?