That Vague Topic You Gave Me? It’s Killing Your Content.

You know what? I get it. All the time. A brief comes in, and it says something like “write about SEO” or “we need a blog post on wellness.” Honestly, my heart sinks a little. It’s not your fault—you’re busy, you know the general area you want to cover, and you trust a writer to figure out the rest. But here’s the thing: that starting point, that initial seed of a topic, is the single most important ingredient for content that doesn’t just exist, but actually works.

Think of it like this. Asking me to write about “SEO” is like asking a chef to “make food.” Where do you even begin? A five-star tasting menu or a quick grilled cheese? The ingredients, the technique, the audience—everything changes. A vague topic sets everyone up for a frustrating cycle of rewrites, vague feedback, and content that feels as generic as its prompt. It just floats in the digital ether, not connecting with anyone.

Why Your First Idea Is Almost Always Too Big

We all want to think big. We aim for the comprehensive, definitive guide. But in trying to cover everything, you often end up saying nothing of real substance. Google’s algorithms and, more importantly, real human readers, are looking for specificity. They’re looking for answers to their very specific problems, not a textbook chapter.

Let’s stick with the SEO example. “SEO” encompasses technical site structure, keyword research, link building, content creation, local search, E-E-A-T signals… the list goes on. A post that tries to tackle all of that will be a mile wide and an inch deep. It has no angle, no point of view. It’s just a collection of statements. But a post titled “How Our Local Bakery Got on Google Maps in 48 Hours”? That has stakes. It has a character. It promises a clear, tangible outcome. See the difference?

The magic happens in the narrowing down. It’s the difference between “movies” and “the use of practical effects in 80s sci-fi horror.” One is a category. The other is a conversation starter.

Getting to the Good Stuff: The Art of the Content Angle

So, how do you move from the broad, scary wilderness of a big topic to the cozy, focused campfire of a great article? You ask a different set of questions. Forget “what should we write about?” Start with:

• Who exactly are we trying to help with this piece? (Be ruthless. “Small business owners” is still too broad. Try “first-time founders of a service-based business with less than 10 employees.”)
• What specific question are they typing into Google at 2 AM when they’re frustrated?
• What’s a recent, real story from our company or industry that illustrates a solution?
• What’s a common misconception in our field that we can gently correct?

These questions force specificity. They uncover the emotional core—the anxiety, the hope, the irritation—that your reader is bringing to the search bar. Writing to that emotion? That’s how you create connection.

The Terrible, No-Good Temptation of Keyword Lists

Now, I can hear the objection. “But we have a list of keywords from our tool!” Sure, tools like Ahrefs or Semrush are fantastic for discovery. But slavishly writing to a keyword list, without applying the filter of human intent, is a classic trap. You end up producing content that’s semantically correct but soul-crushingly boring.

The keyword is the raw material, not the blueprint. “Best running shoes for men” is a keyword. A blueprint is: “I’m a heavy runner with flat feet, and every shoe gives me shin splints. What should I actually look for beyond the marketing?” The second approach uses the keyword, but it speaks directly to a person in a specific situation. It has empathy baked right in. That’s the content that gets bookmarked, shared, and linked to. It earns its place.

Giving Your Writer a Fighting Chance

This is my appeal to anyone commissioning content. The best gift you can give your writer isn’t a bigger budget—it’s a better brief. A focused topic is a sign of respect for their time and skill. It says, “We’ve thought about this, we know our audience, and we trust you to execute on this vision.”

When you provide that clarity, something amazing happens. The writer’s brain stops spinning its wheels on “where to start” and starts firing on all cylinders with “how to make this brilliant.” They can weave in relevant analogies, pull from the right industry studies, and structure the piece with a logical flow that feels inevitable. The work goes from a chore to a craft. You can feel that energy in the final piece.

It’s the difference between building a house from a rough sketch and building one from detailed architectural plans. Both might result in a structure, but only one feels like a home.

What This Means for Your Next Piece

Before you send off that next content request, take ten minutes. Stare at that initial topic. Challenge it. Ask yourself: “Can this be half as broad?” Then do it again. Drill down until you hit a layer that feels almost too specific, too niche. That’s usually the sweet spot.

Seasonal trends or current events can be a fantastic lens. Instead of “content marketing,” what about “adjusting your content strategy for a post-cookie marketing landscape”? The topic is timely, it addresses a looming fear, and it automatically filters for a more professional, invested audience. The tone can shift accordingly—more precise, a bit more formal, with emotional cues tied to professional reassurance rather than broad excitement.

Remember, in a world saturated with words, specificity is your superpower. It’s your signal in the noise. It tells Google exactly what your page is about, and it tells a weary scroller that you understand their exact problem. So, please, give me that tiny, powerful, focused topic. Let’s build something people actually want to read.

FAQs: Untangling the Topic Trouble

How do I narrow down a broad topic for a blog post?

Start by defining a single, ideal reader persona and identify one specific problem they face. Use the “5 Whys” technique on your main topic to drill down to a more concrete, actionable angle that addresses a immediate need rather than a general subject.

What’s the difference between a topic and a content angle?

A topic is the general subject area, like “email marketing.” A content angle is the specific perspective or story you tell within it, such as “how a nonprofit increased donations by segmenting their email list with storytelling.” The angle provides focus and creates a unique entry point.

How specific should a blog post topic be?

Aim for a level of specificity where you can vividly imagine the person reading it and the exact question they’re asking. If your topic could be the title of a textbook, it’s too broad. If it sounds like a conversation you’d have with a colleague, you’re on the right track for creating engaging content.

Can a topic be too niche for good SEO?

While ultra-niche topics may have lower search volume, they often have higher conversion intent and less competition. They allow you to establish deep authority and satisfy user intent perfectly, which are strong positive signals for search engine ranking over time.

What should I include in a brief to get the best content from a writer?

Beyond the core topic, provide your primary goal for the piece, 2-3 key points it must address, a real-world example or data point to include, the target reader’s biggest pain point, and any stylistic notes. This context is invaluable for crafting authentic, goal-oriented content.