Before You Write: How to Choose the Right Blog Topic
A simple method to plan your topics and publish content that’s relevant, useful, and well-positioned for 2026.
Hello,
The art of investing your writing time wisely. Sounds familiar? In content marketing, the biggest waste of time isn’t writing poorly — it’s writing about something no one was looking for.
Before you publish your next article, take a step back. Does your topic truly deserve to be published this month, or at all? Has a competitor already turned it into their seasonal campaign? And when is the right moment in the year to talk about it in your own industry?
As the W+M Magazine team started planning our 2026 editorial direction, it felt essential to revisit a step that often becomes second nature — choosing the right topics.
And why not make that reflection useful to everyone? Let’s explore how to spot what’s truly worth writing about — using AI tools, insights from social media experts, and a bit of skepticism toward those ad-heavy “trending” articles that flood our feeds.
Here’s a simple four-part method to make sure every hour you spend researching, writing, and promoting your content becomes a smart investment for your business.
Enjoy your reading!
MusicScore : Jeff, the writer, was listening to Sly Fox - Let's Go All The Way while working on this paper.
Observe Before You Create
Before drafting a new post, pause and look around. What topics are circulating? Which ones feel overused? And most importantly, what do your readers truly want right now?
To start, pick a few clear benchmarks. Three to five is plenty.
For example, when creating content for W+M Magazine, a monthly publication about digital tools for small businesses, a simple ChatGPT query such as “What are the main marketing blogs in Quebec?” quickly produces a research base.
Competition: a few Quebec marketing agencies like Digitad, La Fusée, or Adviso.
References & trends: broader francophone sources such as HubSpot France or Semrush FR.
Then, browse through their content over several months. Listen to their tone. Note posting frequency. Observe shares, comments, and which seasons bring their best engagement. You’ll soon notice patterns — the comeback of “2026 trend” posts, performance studies, and more human-driven storytelling.
The goal isn’t to imitate, but to place your own voice in that landscape. Are you more practical? More narrative? More local? Or perhaps more visual, with clips and short-form storytelling? That unique tone, your tone, is what will make the difference.
And as you research, keep a critical eye. “Fake trends” inflated by advertising rarely reflect what your audience truly wants. A topic seen everywhere online isn’t necessarily the one you should pursue.
Reading Between the SEO Lines
Numbers always tell a story; if you take the time to listen.
Open your Google Search Console, or a tool like Semrush or Ubersuggest, and explore what the data reveals. Which search terms already attract visitors? Which ones sleep quietly with few clicks or impressions? And when do your articles tend to peak in attention?
A quick look often exposes both strengths and blind spots. Too many posts on the same theme, and you’re competing with yourself. A strong keyword barely touched? There’s your next opportunity.
A real W+M example: if “local SEO” already drives steady traffic, there’s no need to rehash the basics. Instead, create the follow-up: Local SEO for Regional Businesses: How to Appear on Google Maps in 2026. Same theme, deeper insight, and instant value for your readers.
Keep seasonality in mind. Some topics last only a few weeks; others return yearly. Publishing the right article at the right time can outperform a month of social advertising.
Jeff’s Tip: Ask an AI tool to suggest ten variations of titles or angles, then validate them with your GA4 data (formerly Google Analytics). Creativity backed by evidence is always stronger.
The 4 × 4 Grid: A Simple Test Before Publishing
Before writing, put your idea to the test. Here are four simple questions we also use for the Monthly W+M editions:
Unique angle: Am I saying something readers won’t find elsewhere — what makes my take different?
Practical value: Will readers leave with a clear idea, tool, or action they can apply?
Timeliness: Does this topic make sense right now, in this season or context?
Brand coherence: Does this content sound like us — true to the W+M voice?
If you answer “yes” to three out of four, go for it. Your article is ready to live.
Less than that? Keep the idea nearby. Sometimes it’s not the topic that’s wrong, just the timing.
And don’t hesitate to ask your readers or clients directly. A quick poll in your stories or newsletter often reveals insights your analytics haven’t yet shown.
Listen to What Your Numbers Whisper
Your own analytics form your best laboratory. The data from previous posts tells you exactly what your audience liked, skipped, or shared.
Looking at a full year of content, natural cycles appear. For instance, in digital marketing:
Spring: analytic topics — SEO, cookies, digital advertising — attract planners preparing budgets.
Summer: storytelling and creativity rise. Readers crave lighter, inspiring reads.
December: reviews, rankings, and retrospectives dominate — the season of reflection and big numbers.
This seasonal rhythm can become your best planning tool. Vary your approach to keep energy high: one analytic month, one creative, one entrepreneurial. It’s the ideal cadence to keep your audience engaged without repeating yourself.
And don’t rely solely on clicks.
Track average reading time and scroll depth — those show real engagement.
Conclusion
Content creation has never been about quantity. It’s a careful balance between intuition and data.
Before writing, take time to observe, compare, and listen. Your audience speaks through every click, silence, and share. The most successful content isn’t always the most original — it’s the one that lands perfectly: right topic, right tone, right timing.
In 2026, let’s make precision our strategy. And remember — every thoughtful line is already a smart investment.
Thank you for reading,
See you on the Blog.
Jeff Maheux
Cr images: Production Services W+M.
Coming in February 2026 on W+M
Part 2 of this article: From Planning to Publishing – Turning Your Ideas Into a Living Content Strategy.
Because analyzing isn’t enough. Next, we’ll show you how to turn strategy into action by planning, creating, publishing, and adjusting your content throughout 2026.
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I edit the content of existing sites via CMS in addition to creating sites with WordPress and Squarespace. I have been producing website content as a webmaster since 1998.
I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
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Jeff, A W+M Agent.
Artificial intelligence is quietly becoming part of our everyday habits — often without us noticing. From marketing tools to lunch breaks, it slips into our simplest gestures. Maybe the real revolution isn’t its power, but the fact that it’s becoming routine.