TL;DR (Too Long; Didn't Read)

Short on time? Here's what you need to know:

Your potential clients are searching for answers RIGHT NOW—on Google, YouTube, podcasts, and social media. The problem? Most service business owners guess at what to create instead of knowing what their customers actually want.

This guide shows you exactly how to:

• Find what your customers are searching for (using free tools)

• Turn those searches into blogs, videos, podcasts, and social posts

• Stop guessing and start creating content that brings customers to your door

The secret? Your customers are already telling you what they need. You just need to know where to look.

Best part? You can do all this research in about an hour per month, and you'll never run out of content ideas again.

Stop Playing the Guessing Game

You know you need to create content. Maybe you've been told you should blog, or make videos, or start a podcast. So you sit down at your computer (or pick up your phone) and... nothing.

What should you write about? What video should you film? What topic makes sense for your next podcast episode?

So you post about your latest project. Or share a random tip. Or talk about your process. And crickets.

Here's the thing: You're guessing instead of knowing.

And I get it. You're running a service business. You've got clients to serve, estimates to send, jobs to complete. You don't have time to play content roulette.

But what if I told you your potential clients are already telling you exactly what content they want?

They're searching for it on Google. They're looking for videos on YouTube. They're asking questions in Facebook groups. They're literally HANDING you the content ideas—you just need to know where to find them.

Why This Matters for Your Service Business

Let's be real for a second. When someone's toilet is backing up at 11 PM, or their AC dies in July, or they need a contractor for that kitchen remodel, where do they go?

They search.

They're typing into Google: "emergency plumber near me" or "how much does kitchen remodel cost" or "why is my pool green."

And here's what happens:

Option 1: They find your competitor who wrote a helpful blog post, made a YouTube video, or recorded a podcast episode answering that exact question. Your competitor becomes the trusted expert. Guess who they call?

Option 2: They find YOU because you created content answering their question. You build trust before they ever pick up the phone. When they're ready to hire, you're the obvious choice.

That's the power of creating content based on what people are actually searching for—not what you think they might want to know.

And it works whether you prefer writing blogs, making videos, recording podcasts, or posting on social media. The research is the same. The opportunity is massive.

Let me show you how to find these goldmine topics.

Think Like Your Customer, Not Like a Pro

Before we dive into the tools and tactics, you need to make one critical shift in your thinking.

Stop thinking about what YOU know. Start thinking about what THEY want or need to know.

You're not creating content for other electricians, plumbers, or contractors. You're creating content for homeowners who have problems they need solved.

Here's what I mean:

What YOU Think About vs. What THEY Search For

Electricians:

• ❌ You think: "I should talk about the new wire strippers I bought"

• ✅ They search: "why does my circuit breaker keep tripping"

Plumbers:

• ❌ You think: "Let me explain PEX vs copper piping"

• ✅ They search: "how to fix a leaky faucet"

Landscapers:

• ❌ You think: "I'll post about my commercial design software"

• ✅ They search: "drought-resistant plants for Florida"

General Contractors:

• ❌ You think: "I should share my project management system"

• ✅ They search: "how much does a kitchen remodel cost"

Pool Designers:

• ❌ You think: "Let me talk about my CAD software"

• ✅ They search: "saltwater vs chlorine pool maintenance"

HVAC Contractors:

• ❌ You think: "I'll explain SEER ratings in detail"

• ✅ They search: "why is my AC not cooling"

Business Consultants:

• ❌ You think: "I should discuss advanced B2B methodologies"

• ✅ They search: "how to increase sales"

Fitness Coaches:

• ❌ You think: "Let me share my certification credentials"

• ✅ They search: "workout plan for beginners"

Financial Planners:

• ❌ You think: "I'll explain modern portfolio theory"

• ✅ They search: "how much life insurance do I need"

See the difference?

Your potential clients don't care about the technical stuff (yet). They care about their problems. They want answers. They want to know if you can help them.

The questions they're asking = your content goldmine.

Whether you're writing a blog post, filming a YouTube video, recording a podcast episode, or posting on Instagram—start with THEIR questions, not your expertise.

Now let's find those questions.

Method #1: Become a Search Engine Detective

Google knows everything. (Well, almost.) So why not use it to figure out exactly what your potential customers are searching for?

Here's the beautiful part: Google will literally SHOW you what people are typing in. For free. Right now.

Let me show you four ways to use Google to generate unlimited content ideas.

Google Autocomplete: Your Free Content Idea Generator

This is the easiest, fastest way to find content ideas. It takes about 10 minutes and you'll walk away with 50+ topics.

Here's how it works:

1. Go to Google

2. Type your industry + a common problem (like "leaky faucet" or "brown lawn")

3. Don't press enter—just watch what appears

4. Google will suggest the most common searches related to what you typed

5. Write down EVERY suggestion

6. Click on one suggestion and repeat the process

Let's try a real example:

Say you're an electrician. Type in "electrical outlet" and watch what Google suggests:

• "electrical outlet not working"

• "electrical outlet sparking"

• "electrical outlet hot to touch"

• "electrical outlet buzzing"

• "electrical outlet smoking"

Boom. That's 5 content ideas in 10 seconds.

Each one of those searches can become:

• A blog post: "Why Is My Electrical Outlet Sparking? (And Is It Dangerous?)"

• A YouTube video: Show what sparking looks like and when to call an electrician

• A podcast episode: Interview about electrical safety myths

• Social media post: "3 Warning Signs Your Outlet Is Dangerous"

Let's try another example:

You're a landscaper. Type in "lawn" and see what appears:

• "lawn brown patches"

• "lawn weeds"

• "lawn not growing"

• "lawn mower won't start"

• "lawn fertilizer"

That's 5 more content ideas. Each one addresses a real problem your potential customers have.

Pro tip: Do this for 5-10 base terms related to your service. In 10 minutes, you'll have 50-100 content ideas—enough for blogs, videos, podcasts, AND social media for the next few months.

Google "People Also Ask": The Question Goldmine

Here's another free tool hiding in plain sight on Google. And it's PERFECT for finding content ideas.

When you search for anything on Google, scroll down a bit and you'll see a section called "People Also Ask." These are real questions real people are typing into Google.

But here's the cool part: when you click on one question, MORE questions appear. It's like content idea inception.

Here's how to use it:

1. Search for any service-related term (like "kitchen remodel" or "pool maintenance")

2. Scroll down to "People Also Ask"

3. Click on one question

4. Watch as more questions magically appear

5. Keep clicking and expanding

6. Screenshot or write down all the questions

Real example time:

Search for "kitchen remodel" and you'll see questions like:

• "How much should a 10x10 kitchen remodel cost?"

• "How long does a kitchen remodel take?"

• "Do I need a permit for a kitchen remodel?"

• "What should you not do when remodeling a kitchen?"

• "In what order should you remodel a kitchen?"

That's 5 detailed blog posts, 5 YouTube videos, 5 podcast episodes, or 25 social media posts. From ONE search.

Let's try "tree removal":

• "Do I need permission to cut down a tree in my yard?"

• "How much does it cost to remove a large tree?"

• "What is the best time of year to cut down trees?"

• "Can I remove a tree myself?"

Every single question = one piece of content.

And the best part? These are questions Google KNOWS people are asking. If you create content answering these questions, you're way more likely to rank in search results.

Google Trends: Catch the Wave Before It Hits

Google Trends is like having a crystal ball for your content planning. It shows you what's trending RIGHT NOW and what's about to spike.

This is perfect for creating timely content that rides the wave of what people are searching for.

Here's how to use it:

1. Go to trends.google.com

2. Enter your service + your location (like "AC repair Florida")

3. Look at the graph—when does search interest spike?

4. Look at "rising" queries—what's getting more popular?

5. Plan your content 1-2 months BEFORE the spike

Real example:

Let's say you're an HVAC contractor in Florida. Type "AC repair" into Google Trends and you'll see:

• Search interest is LOW in January-March

• Search interest SPIKES in June-August

• It drops off in October-November

What does this tell you?

Create your "AC not cooling" content in April and May. By the time June hits and everyone's AC is dying in the heat, your content will already be ranking. You'll be swimming in service calls while your competitors are scrambling to catch up.

More examples:

• Landscapers: "Drought-resistant plants" spikes in summer—create content in spring

• Pool Services: "Green pool" spikes after big storms—have content ready to go

• Contractors: "Kitchen remodel" spikes in January—create content in November/December

• Tax Preparers: Searches spike February-April—start content in December

Content format ideas based on trends:

• Create a seasonal blog series

• Film timely YouTube videos ahead of the spike

• Record podcast episodes 1-2 months before peak season

• Schedule social media posts to match trending searches

The businesses that win are the ones who show up BEFORE everyone else is scrambling.

Google Keyword Planner: See the Numbers

This tool shows you exactly how many people are searching for specific terms every month. It's free (you just need a Google Ads account—you don't have to run any ads).

This helps you prioritize: Should you write about "how to unclog a drain" (22,000 monthly searches) or "drain snake vs drain cleaner" (1,600 monthly searches)?

Both are good topics. But one will bring you a LOT more traffic.

Here's how to use it:

1. Set up a free Google Ads account at ads.google.com

2. Click "Tools" → "Keyword Planner"

3. Click "Discover new keywords"

4. Enter terms related to your service

5. Sort by search volume (how many people search per month)

6. Focus on high-volume, low-competition terms

Pro tip: Higher search volume = great topic for a detailed blog post. Lower volume = perfect for a quick video or social media post.

Feeling Overwhelmed Yet?

Look, I get it. These tools are powerful, but it can feel like a lot when you're trying to run your business AND figure out this whole content thing.

That's exactly why I created "Cracking the Code: 3 Ways to Figure Out What Your Clients Are Googling."

It breaks down the exact research process I use with my clients, step-by-step, so you can find your goldmine topics in under an hour—whether you're creating blogs, videos, podcasts, or social media content.

Grab "Cracking the Code" here →

But let's keep going—there's more ways to uncover what your customers want...

Method #2: Spy on Your Competition (The Smart Way)

Here's a secret: you don't have to figure this all out from scratch. Your competitors are already creating content. Some of it's working. Some of it's not.

Your job? Figure out what's working and do it better.

I'm not talking about copying. I'm talking about competitive intelligence. See what topics are getting traction, then create MORE valuable, MORE detailed, MORE helpful content on those same topics.

Check Out Their Blogs, Videos, and Podcasts

Here's the process:

1. Search for your service + your city in Google (like "plumber Tampa")

2. Look at the top 5 competitors

3. Visit their website—do they have a blog?

4. Check their YouTube channel—what videos do they have?

5. Search for them on podcast platforms—are they creating audio content?

6. What topics are they covering?

7. More importantly—what are they NOT covering?

Let's walk through a real example:

You're a plumber. You search "plumber [your city]" and find your top competitor. You visit their site and see they have a blog with these posts:

• "5 Signs You Need to Replace Your Water Heater"

• "How to Prevent Frozen Pipes"

• "What Causes Low Water Pressure?"

Your content opportunities:

1. Go bigger: They wrote "5 Signs You Need to Replace Your Water Heater"—you write "The Complete Guide to Water Heater Replacement: 10 Signs, Costs, and What to Expect"

2. Go visual: Turn any of their blog topics into a YouTube video showing the actual problem

3. Go deeper: They wrote about low water pressure causes—you record a podcast episode interviewing customers about their water pressure nightmares and how you solved them

4. Fill the gaps: They didn't write about "emergency plumbing"—you create content on "What Qualifies as a Plumbing Emergency? (And What Can Wait Until Morning)"

Analyze Their Most Popular Content

Free tools like Ubersuggest or even just looking at their social media engagement can show you what's working.

For their website:

1. Go to Ubersuggest (free tool)

2. Enter their domain

3. See their top-performing pages

4. Note what topics are driving the most traffic

For their YouTube channel:

1. Visit their YouTube channel

2. Sort videos by "Most Popular"

3. The top videos = topics people care about

4. Read the comments for even MORE content ideas

For their podcast:

1. Search for them on Apple Podcasts or Spotify

2. Look at episode descriptions

3. Note which episodes have the most engagement

Example:

You see your competitor's video "How to Fix a Leaky Faucet" has 50,000 views. That tells you:

• People want video content on this topic

• It's a high-interest problem

• There's room for YOUR version (maybe for your specific region, or with better quality, or showing different faucet types)

Pro tip: Look at the COMMENTS on their popular content. People will ask follow-up questions in the comments. Each question = another content idea for you.

Check Their Social Media

Scroll through your competitors' Facebook, Instagram, and LinkedIn posts from the last 2-3 months.

What to look for:

• Which posts got the most likes, comments, and shares?

• What topics are people engaging with?

• What questions are people asking in the comments?

Real example:

A landscaper posts 20 different things over two months:

• "Check out this new truck!" (10 likes)

• "Here's our new employee!" (8 likes)

• "Before and after: dead lawn to green paradise" (247 likes, 19 comments)

• "5 mistakes killing your grass" (168 likes, 31 comments)

What does this tell you?

People LOVE before/after transformations and want to know what NOT to do. So you should create:

• More before/after content (all platforms)

• "Biggest mistakes" blog posts, videos, and podcast episodes

• Educational content that prevents problems

Stop posting about YOUR business. Start posting about THEIR problems.

Method #3: Mine Social Media and Online Communities

Your potential customers are hanging out online RIGHT NOW. They're asking questions, complaining about problems, and looking for solutions.

Your job? Find those conversations and turn them into content.

Facebook Groups: Where Real Questions Live

Local community groups, homeowner groups, and industry-specific groups are GOLD MINES for content ideas.

Here's what to do:

1. Join 3-5 Facebook groups where your ideal customers hang out:

   • Local community groups (like "Sarasota Residents")

   • Home improvement groups

   • First-time homeowner groups

   • Industry-specific groups (like "Pool Owners")

2. Search for keywords related to your service

3. Read through questions people are asking

4. Note which questions come up repeatedly

5. Turn each question into content

Real examples from actual Facebook groups:

From a home improvement group:

• "Does anyone know why my drywall keeps cracking? Just had it patched 6 months ago."

• "Recommendations for someone to fix my leaky shower? Water is getting behind the tile."

From a local community group:

• "Our pool turned green overnight after that storm. Any pool companies available this week?"

• "Looking for an electrician—our breaker keeps tripping and I'm worried about a fire."

From a first-time homeowner group:

• "What maintenance should I be doing before winter? Just bought my first house."

• "How often should I get my HVAC serviced? The AC is old and I don't want it to die on me."

Each of these = multiple content pieces:

For "why does my drywall keep cracking":

• Blog post: "5 Reasons Drywall Cracks (And How to Fix It Permanently)"

• YouTube video: Show common drywall issues and solutions

• Podcast: Interview with a contractor about why repairs fail

• Social media: "3 Signs Your Drywall Crack Is Actually Serious"

Reddit: Unfiltered Honesty

Reddit is where people go for REAL advice. No sugar-coating. No sales pitches. Just honest questions and honest answers.

Relevant subreddits to check:

• r/HomeImprovement

• r/Plumbing

• r/Landscaping

• r/electricians

• r/HomeDecorating

• r/pools

• r/smallbusiness (for B2B service providers)

How to use Reddit for content ideas:

1. Go to a relevant subreddit

2. Search for terms related to your service

3. Sort by "Top" posts from the past year

4. Read through the questions and complaints

5. Pay attention to what problems come up repeatedly

Real example:

In r/HomeImprovement, someone posts: "My contractor took my deposit and ghosted me. What can I do?"

The post has 500+ upvotes and 200 comments. People are CLEARLY interested in this topic.

Your content opportunity:

• Blog: "How to Avoid Contractor Scams: Red Flags and Green Flags"

• Video: Walk through the contract process and what to look for

• Podcast: Interview past clients about why they chose you (trust-building)

• Social: "5 Questions to Ask Before Hiring ANY Contractor"

This content positions you as trustworthy and helps potential clients avoid the bad apples in your industry.

YouTube Comments: Follow-Up Questions Galore

When you watch popular videos in your industry, scroll down to the comments. This is where people ask their follow-up questions.

Here's the process:

1. Search your service on YouTube (like "how to fix running toilet")

2. Find videos with lots of views (100K+)

3. Sort comments by "Top comments"

4. Read through and note the questions people are asking

Real example:

Video: "How to Fix a Running Toilet"
Views: 2.1 million

Comments you might see:

• "What if the flapper looks fine but it's still running?"

• "Do I need to turn off the water to the whole house or just the toilet?"

• "Mine is running but only at night—is that weird?"

• "Can I use any flapper or does it have to be a specific type?"

That's 4 more content ideas just from the comments on ONE video.

You could create:

• "Why Is My Toilet Running Only at Night? (Weird Plumbing Issues Explained)"

• "Universal vs. Specific Toilet Flappers: What You Need to Know"

• "How to Turn Off Water to Your Toilet (3 Different Valve Types)"

Starting to See the Pattern?

Your customers are TELLING you what they need. They're asking questions in Facebook groups. They're posting on Reddit. They're commenting on YouTube videos.

The goldmine is right there. You just have to know where to look and what to do with it.

If you want my complete system for finding these topics (the same one I use with my clients), grab "Cracking the Code". It walks you through exactly how to research, what to look for, and how to turn it all into content that brings customers to you—whether you prefer blogging, videos, podcasts, or social media.

Let's keep going...

Method #4: Go Straight to the Source

Sometimes the best way to know what your customers want is to... ask them. Revolutionary concept, right?

Your current customers already know what questions they had before they hired you. Your team hears the same questions every single day. Your reviews reveal what people really care about.

Let's tap into all that knowledge.

Survey Your Current Customers

Your past clients are a goldmine of information. They remember what they searched for, what they were worried about, and what almost stopped them from calling you.

Here's how to survey them:

1. Use a free tool like Google Forms or SurveyMonkey

2. Email your past clients (from the last 6-12 months)

3. Keep it SHORT—3-5 questions max

4. Offer a small incentive (10% off next service, entry into a gift card drawing)

Questions to ask:

1. "What did you search for on Google before you found us?"

2. "What questions did you have before you decided to hire us?"

3. "What almost stopped you from calling us?"

4. "What would you have liked to know before we started the project?"

5. "If you were going to recommend us to a friend, what would you tell them to know about [your service]?"

Why this is so valuable:

You might THINK customers are searching for "plumber near me." But your survey reveals they're actually searching:

• "emergency plumber 24 hour"

• "how much does plumber cost"

• "plumber same day service"

• "licensed plumber vs handyman"

Now you know exactly what content to create:

• Blog: "Emergency Plumber Costs: What to Expect at 2 AM"

• Video: "Licensed Plumber vs. Handyman: When to Call Who"

• Podcast: "The Real Cost of Emergency Plumbing Services (And How to Avoid Them)"

• Social: "Why We Answer at 2 AM (And Why That Matters)"

Talk to Your Team

Your customer service team, sales reps, and field technicians talk to customers EVERY SINGLE DAY. They hear the same questions over and over.

Schedule a 30-minute meeting with your team and ask:

1. "What questions do customers ask most often?"

2. "What misconceptions do people have about our service?"

3. "What surprises customers?"

4. "What complaints come up repeatedly?"

5. "What do customers always worry about?"

Real example:

You sit down with your HVAC technicians. They tell you:

• "Every customer asks why their electric bill is so high"

• "People always think their AC is broken when really they just need to change the filter"

• "Everyone wants to know if they should repair or replace"

Boom. That's 3 major content topics right there:

• "5 Reasons Your AC Is Driving Up Your Electric Bill (And How to Fix It)"

• "AC Not Cooling? Check These 3 Things BEFORE You Call for Service"

• "Repair vs. Replace: How to Know When Your AC Has Reached the End"

Each topic works as a blog post, video, podcast episode, or social content series.

Read Your Reviews (And Your Competitors' Reviews)

Your Google reviews, Yelp reviews, Facebook reviews—they're not just for building credibility. They're also telling you what matters to your customers.

Where to look:

• Your Google Business Profile

• Your Yelp page

• Your Facebook page

• Angi (formerly Angie's List)

• HomeAdvisor

• Industry-specific review sites

What to look for in YOUR reviews:

1. Common praises = topics you should cover
   Example: Multiple reviews say "They showed up on time!"
   Content idea: Blog/video about your scheduling system and on-time guarantee

2. Common complaints = problems you can solve through content
   Example: Someone complains about unexpected costs
   Content idea: "Hidden Costs in [Your Service]: What to Watch For"

3. Specific phrases people use = language for your content
   Example: Customers say "They explained everything in a way I could understand"
   Insight: Use simple language, avoid jargon

What to look for in COMPETITOR reviews:

Check out your competitors' 1-star, 2-star, and 3-star reviews. What are people complaining about?

Examples:

• "They never showed up"

• "The price was way higher than the quote"

• "They didn't clean up after themselves"

• "Took forever to call me back"

Your content opportunities:

Each complaint = content that positions you as the solution:

• "Our On-Time Guarantee (And What We Do If We're Late)"

• "Fixed-Price vs. Hourly: Why We Always Quote Upfront"

• "Why We Treat Your Home Like Our Own (Our Cleanup Process)"

• "How Fast Should a [Service Business] Get Back to You? Our 2-Hour Promise"

This content doesn't directly bash competitors. It just shows how YOU do things differently.

Tools to Make This Easier

You don't need fancy expensive software to find great content ideas. Most of the best tools are FREE.

Free Tools You Should Use

1. AnswerThePublic (answerthepublic.com)

• Type in any keyword

• See hundreds of questions people ask about that topic

• Perfect for blog post and video ideas

• Free version gives you 2 searches per day

2. Google Search Console (free with Google account)

• Shows what searches are ALREADY bringing people to your site

• Reveals questions you're ranking for that you didn't even know about

• Helps you double down on what's working

3. Ubersuggest (neilpatel.com/ubersuggest)

• Free keyword research (limited searches per day)

• See search volume and competition

• Check out competitors' top pages

4. Google Alerts (google.com/alerts)

• Get notified when your industry is mentioned online

• Track trending topics

• Monitor your brand and competitors

5. YouTube Studio (if you have a YouTube channel)

• See what people searched to find your videos

• Discover related topics people are interested in

• Use those searches for more content ideas

Paid Tools (If You Want to Go Deeper)

Semrush ($120/month)

• Comprehensive keyword research

• Detailed competitor analysis

• Content gap analysis

Ahrefs ($99/month)

• In-depth SEO insights

• Backlink analysis

• Content explorer

TubeBuddy ($9-49/month)

• YouTube optimization

• Keyword research for videos

• Tag suggestions

Reality check: Start with the FREE tools. Seriously. You don't need to spend money to find amazing content ideas. Use the paid tools only when you're ready to scale up and the free tools aren't enough anymore.

Turn Ideas Into Content (Without Losing Your Mind)

Okay, so now you've got 50, 100, maybe even 200 content ideas. That's awesome!

But if you're feeling overwhelmed about actually CREATING all that content, I hear you. You're running a business. You don't have time to write blog posts and film videos all day.

Here's how to make it manageable.

Prioritize Your Content Ideas

Not all topics are created equal. Here's how to figure out what to create first:

1. High search volume = more people are looking for this
Focus on these for your main blog posts and YouTube videos

2. Low competition = easier to rank
Great for quick wins when you're just starting

3. High buyer intent = people are close to making a decision
Priority content because these people are ready to hire

4. Seasonal relevance = create it BEFORE the season hits
Plan 1-2 months ahead

5. Your strengths = play to your format
If you hate writing, make videos. If you're camera-shy, write blogs or record audio-only podcasts.

Example prioritization:

You're an HVAC contractor. You have these ideas:

• "AC not cooling" (high volume, high buyer intent) → Priority #1

• "How often to change AC filter" (medium volume, low competition) → Priority #2

• "Best smart thermostat" (medium volume, medium intent) → Priority #3

• "History of air conditioning" (low volume, no buyer intent) → Skip it

Create the high-priority content first.

Match Topics to Content Formats

Different topics work better in different formats. Here's a general guide:

Blog posts = Best for:

• Detailed how-to guides

• Cost breakdowns

• Comparisons ("X vs. Y")

• Lists ("5 reasons..." or "10 tips...")

• Long-form explanations

YouTube videos = Best for:

• Showing a process

• Demonstrating a problem

• Before/after transformations

• Tool reviews

• Visual explanations

Podcasts = Best for:

• Interviews with customers or industry experts

• Storytelling

• Deep dives into topics

• Q&A format

• Behind-the-scenes business talk

Social media = Best for:

• Quick tips

• Myth-busting

• Before/after photos

• Short clips from longer content

• Engaging questions

The secret: One research topic can become ALL of these formats. (More on that in a minute.)

The 80/20 Rule for Service Business Content

Here's the content mix that works:

80% Educational = Answer questions, solve problems, provide value
Examples:

• "How to winterize your sprinkler system"

• "5 signs you need a new roof"

• "What causes low water pressure"

20% Promotional = Your services, your story, your process
Examples:

• "How we handle emergency calls"

• "Meet our team"

• "Why we use X product/method"

Why this ratio?

When someone searches "how to fix a leaky faucet," they're not ready to hire yet. They're in research mode. They're trying to figure out:

• Is this a DIY job?

• How serious is this?

• What's this going to cost?

But when they watch your video or read your blog post, and they realize "Okay, this is more complicated than I thought" or "I don't have time for this"—guess who they remember? The helpful plumber who made that great video.

Your educational content builds trust. When they're ready to hire, you're the obvious choice.

Batch Your Content Creation

Don't try to come up with ideas AND create content at the same time. That's exhausting.

Instead:

Week 1 of the month: Research and brainstorming

• Spend 1-2 hours finding content ideas using the methods in this post

• Create a list of 10-15 topics

• Decide which format each topic should be

Weeks 2-4 of the month: Create and publish

• You're not starting from scratch each time

• You have a roadmap

• You just execute

This is WAY less stressful than sitting down every Monday thinking "What should I post this week?"

The Magic of Repurposing Content

Here's the secret that will save you HOURS of time:

One piece of research = 10-15 pieces of content.

You're not creating something new every single time. You're taking one topic and turning it into multiple formats.

The Content Repurposing Chain

Let's walk through a real example. You're a pool service company and you researched "why does my pool turn green."

Here's what you do:

1. Create the comprehensive blog post (1,500-2,000 words)

• "Why Does My Pool Turn Green? (5 Causes + How to Fix It)"

• Cover all the causes in detail

• Include prevention tips

• This becomes your "pillar" content

2. Film a YouTube video (5-8 minutes)

• Walk through the same topic

• Show actual green pools you've fixed

• Demonstrate the solutions

• Embed this video in your blog post

3. Extract audio for podcast episode (same content, different platform)

• Pull the audio from your video

• Maybe add an intro/outro

• Upload to podcast platforms

4. Create social media posts (5-10 posts from one topic)

• Post 1: "Ever wonder why pools turn green? Here are the 5 most common causes..."

• Post 2: Before/after photo of a green pool you fixed

• Post 3: "Myth: Chlorine turns pools green. Truth: It's actually the LACK of chlorine..."

• Post 4: Quick video showing how to test pool chemicals

• Post 5: "Green pool? Don't panic. Here's what to do first..."

5. Create short-form videos (3-5 videos, 60 seconds each)

• TikTok: "Why your pool turned green overnight"

• Instagram Reels: "How to fix a green pool in 3 steps"

• YouTube Shorts: "This is what a healthy pool looks like vs. an algae problem"

6. Email newsletter

• Send your blog post to your email list

• Add a personal note about pool season

7. FAQ page on your website

• Add "Why does my pool turn green?" to your FAQ

• Link to your detailed blog post

One research session + one video shoot = 20+ pieces of content.

That's the power of repurposing.

Start Simple, Then Expand

Don't feel like you have to do ALL of this right away. Start with one format:

If you like writing: Start with blog posts, then repurpose into social posts
If you like video: Start with YouTube, then transcribe into blog posts
If you like talking: Start with podcast, then turn into blog posts and social clips

The key is to START. You can always add more formats later.

Common Mistakes (And How to Avoid Them)

Let me save you some time by pointing out the mistakes I see service business owners make over and over again.

Mistake #1: Creating Content About What YOU Want to Talk About

Wrong approach:

• "Check out our new service truck!" (Nobody cares)

• "We just got certified in [technical thing]!" (Great for you, but...)

• "Meet our new employee Bob!" (Unless Bob is solving a problem, skip it)

Right approach:

• "5 Warning Signs You Need an Emergency Plumber"

• "How Much Does a Kitchen Remodel Actually Cost? (Real Numbers)"

• "Why Your AC Keeps Breaking Down (And How to Prevent It)"

The test: Before you create any content, ask yourself: "Does this answer a question my customer has, or solve a problem they're facing?"

If the answer is no, don't create it.

Mistake #2: Using Too Much Industry Jargon

You know your trade inside and out. But your customers don't.

Wrong approach:

• "We use PEX manifold systems for superior flow distribution and reduced pressure drop across the fixture branches."

Right approach:

• "We use modern plumbing systems that mean fewer leaks and better water pressure for you."

Wrong approach:

• "Our SEER-rated variable-speed compressor provides optimal thermodynamic efficiency."

Right approach:

• "Our AC units use less energy, which means lower electric bills for you."

Talk like you're explaining it to your neighbor, not another tradesperson.

Mistake #3: Not Being Specific to Your Location

Generic content doesn't rank well locally. Location-specific content does.

Wrong approach:

• "How to prepare your home for winter"

Right approach:

• "How to prepare your Sarasota home for winter (Yes, we have winters here too!)"

• "Florida lawn care: Why your grass dies in winter"

• "Pool maintenance in Southwest Florida: The complete guide"

Add your city, region, or state to your content. It helps with local SEO and shows you understand local conditions.

Mistake #4: Giving Up Too Soon

This is the biggest mistake of all.

Content takes time to work. Blog posts can take 3-6 months to rank in Google. YouTube videos might take a few weeks. Podcasts build audience over time.

The reality:

• Month 1-2: You create content, almost nobody sees it

• Month 3-4: You start getting a trickle of traffic

• Month 6-12: Things start to compound, traffic grows

• Year 2+: Your content library is working for you 24/7

The landscaper who posts consistently every week for 6 months will CRUSH the one who posts 3 amazing pieces and then gives up.

Consistency beats perfection.

Mistake #5: Only Creating Content in One Format

Don't limit yourself to just blogs, or just videos, or just podcasts.

Why? Because different people consume content differently:

• Some people love reading (blogs)

• Some people want to watch (YouTube)

• Some people listen while driving (podcasts)

• Some people scroll social media (Instagram, TikTok, Facebook)

If you're ONLY creating blog posts, you're missing everyone who prefers video.
If you're ONLY making videos, you're missing everyone who likes to read.

The solution? Repurpose. Create one piece of content, then adapt it to different formats.

Make It Sustainable (So You Don't Burn Out)

Creating content is a marathon, not a sprint. Here's how to make it work long-term without burning out.

Create a Content Idea Bank

Stop starting from scratch every single time.

Set up a simple system:

1. Open a Google Sheet (or use Evernote, Notion, whatever you prefer)

2. Create columns:

   • Topic idea

   • Search volume (high/medium/low)

   • Format (blog/video/podcast/social)

   • Priority (urgent/seasonal/evergreen)

   • Status (not started/in progress/published)

3. Add ideas as you find them:

   • Whenever you see a question in a Facebook group → add it

   • When a customer asks a great question → add it

   • When you see a competitor's popular post → add your spin on it

   • When you use Google Autocomplete → add all the suggestions

4. Never start from scratch again

Now when it's time to create content, you just open your sheet, pick a topic, and go.

Batch Your Research Time

Don't do this every day. That's exhausting.

Instead:

Set aside 1 hour per month for content idea research:

• First Monday of every month (or whatever works for you)

• Block it on your calendar

• Use all the methods in this post

• Find 10-15 topics at once

Now you have content topics for the entire month. No more scrambling. No more "what should I post today?"

Set Realistic Content Goals

Don't try to do everything at once. Start small.

Good starting goals:

• 1 blog post per week

• 1 YouTube video per week

• 1 podcast episode every 2 weeks

• 3-5 social media posts per week

As you get more comfortable and see results, you can increase.

Remember: One blog post per week = 52 blog posts per year. That's 52 more pieces of content than you had last year. That adds up.

Want the Step-by-Step System?

Look, I've given you a TON of information in this post. And I know it can feel like a lot.

If you want the simplified, step-by-step process that you can implement THIS WEEK, I've got you covered.

"Cracking the Code: 3 Ways to Figure Out What Your Clients Are Googling" is my free guide that walks you through:

✅ The exact 3-step research process (takes less than 1 hour)
✅ How to turn those searches into content that brings customers to YOU
✅ A simple system so you never run out of ideas again
✅ Works for blogs, videos, podcasts, and social media

Download "Cracking the Code" now →

Frequently Asked Questions (FAQ)

How often should I create content for my service business?

Consistency matters more than frequency. Start with what you can realistically maintain:

• If you can commit to 1 blog post per week, do that

• If you can only manage 2 videos per month, that's fine too

• The key is to be CONSISTENT

One post every week for a year (52 pieces) beats 10 posts in January and then nothing for 11 months.

Do I need to be on every social media platform?

No! Pick 1-2 platforms where your customers actually are:

• Local homeowners? Facebook and YouTube

• Younger clients? Instagram and TikTok

• B2B services? LinkedIn and YouTube

• DIY crowd? YouTube and Pinterest

It's better to do 2 platforms well than 5 platforms poorly.

How long does it take to see results from content marketing?

Be realistic about timelines:

• Blog posts: 3-6 months to start ranking in Google

• YouTube videos: 2-8 weeks to gain traction

• Podcasts: 3-6 months to build an audience

• Social media: Can see engagement within days, but building followers takes months

The businesses that win are the ones who start NOW and stay consistent.

What if I hate being on camera or writing?

You don't have to do everything yourself:

• Hate writing? Make videos and hire someone to transcribe/edit them into blog posts

• Camera-shy? Write blogs or do audio-only podcasts

• Hate both? Hire a content creator or marketing agency (like AdWise Creative! Like you didn't see that comin'.)

The important thing is to CREATE CONTENT in some format. Pick what you're comfortable with.

Should I hire someone to create content for me?

It depends on your budget and time:

Do it yourself if:

• You're just starting out

• You have more time than money

• You enjoy creating content

• You want full control

Hire help if:

• You're too busy running your business

• You hate creating content

• You have the budget

• You want professional-quality results

Even if you hire someone, YOU still need to do the research to figure out what topics to create. That's what this post (and "Cracking the Code") teaches you.

What's more important: quality or quantity?

Quality, but don't let perfection paralyze you.

A "good enough" blog post that gets published beats a "perfect" post that never goes live.

Start with good quality, and improve as you go. Your 50th blog post will be way better than your first one. That's normal.

How do I know if my content is working?

Track these metrics:

For blogs:

• Google Analytics: Page views, time on page, bounce rate

• Google Search Console: What keywords you're ranking for

• Lead generation: Are people contacting you after reading?

For videos:

• YouTube Studio: Views, watch time, engagement

• Comments and questions

• Calls/messages mentioning your video

For podcasts:

• Download numbers

• Listener retention

• Reviews and ratings

For social media:

• Engagement (likes, comments, shares)

• Follower growth

• Direct messages asking questions

But the ultimate metric: Are you getting more leads and sales? If yes, it's working.

Can I use AI to create my content?

Yes, but carefully:

AI tools like ChatGPT can help with:

• Brainstorming ideas

• Creating outlines

• Drafting initial content

• Repurposing content

But don't just copy/paste AI content:

• Add your personal experience

• Include local details

• Fact-check everything

• Make it sound like YOU

Google is getting better at detecting pure AI content. Make sure yours sounds human and provides real value.

What if my competitors are already creating content on these topics?

Good! That means there's demand for it.

You don't need to find topics nobody's ever covered. You need to cover them BETTER:

• More detailed

• More recent information

• Local perspective

• Better video quality

• Your unique experience

Plus, there's room for multiple plumbers, contractors, or coaches to rank for the same topic. Your competitor getting traffic doesn't mean you can't also get traffic.

Key Takeaways

Let's wrap this up with the most important points you need to remember:

The Big Picture

✅ Stop guessing, start knowing – Your customers are already telling you what they want through their searches
✅ Research before you create – Spend 1 hour finding ideas, save 10+ hours of creating the wrong content
✅ One topic, multiple formats – Research once, repurpose into blogs, videos, podcasts, and social posts
✅ Consistency beats perfection – Regular "good enough" content beats occasional "perfect" content

Research Methods to Use

✅ Google Autocomplete – Type and watch suggestions appear (free, fast, easy)
✅ People Also Ask – Mine Google's question boxes for content ideas
✅ Google Trends – Create seasonal content 1-2 months before it spikes
✅ Competitor analysis – See what's working, then do it better
✅ Social media & forums – Find real questions in Facebook groups, Reddit, YouTube comments
✅ Ask your customers – Survey past clients about what they searched for
✅ Talk to your team – They hear customer questions every day

Content Creation Tips

✅ Think like your customer, not a pro – What do THEY want or need to know?
✅ Use simple language – Talk like you're explaining to a neighbor
✅ Be location-specific – Add your city/region for better local SEO
✅ Follow the 80/20 rule – 80% educational, 20% promotional
✅ Prioritize high-value topics – Focus on high search volume + high buyer intent
✅ Start with one format – Then expand to others as you get comfortable

Systems to Stay Consistent

✅ Create a content idea bank – Google Sheet with all your topics
✅ Batch your research – 1 hour per month finds 10-15 topics
✅ Set realistic goals – Start with 1 post/video per week
✅ Repurpose religiously – One piece of research = 10-15 pieces of content
✅ Be patient – Content takes 3-6 months to gain traction

What to Avoid

❌ Don't create content about what YOU want to talk about – Focus on THEIR problems
❌ Don't use too much jargon – Simple language wins
❌ Don't give up after 3 posts – Consistency compounds over time
❌ Don't try to be on every platform – Pick 1-2 and do them well
❌ Don't start from scratch every time – Use your content idea bank

Your Next Steps

You now have everything you need to find endless content ideas for your service business.

Here's what to do next:

Step 1: Pick ONE research method from this post (I recommend Google Autocomplete—it's the fastest)

Step 2: Spend 30 minutes finding 10 content ideas

Step 3: Create your first piece of content this week (blog, video, podcast, or social post)

Step 4: Schedule it to publish

Step 5: Repeat next week

That's it. Don't overthink it. Just start.

Stop Guessing. Start Growing.

Your potential customers are searching for answers RIGHT NOW.

They're typing into Google:

• "How do I fix this?"

• "Why is this happening?"

• "How much does this cost?"

• "Who can help me?"

If YOU show up with the answer—in a blog post, a YouTube video, a podcast episode, or a social media post—you build trust. You become the obvious choice when they're ready to hire.

Your competitors who aren't creating content? They're invisible.

The opportunity is massive. The tools are free. The questions are already being asked.

All you have to do is answer them.

Ready to Find Your Content Goldmine?

Stop guessing what to create. Start knowing exactly what your customers want.

I've packed everything you need into my free guide:

"Cracking the Code: 3 Ways to Figure Out What Your Clients Are Googling (And Turn It Into Awesome Videos!)"

Inside, you'll get:

✅ The exact 3-step research process I use with clients (takes under 1 hour)
✅ How to turn searches into content that brings customers to your door
✅ A simple system you can use again and again
✅ Works for ALL content formats – blogs, videos, podcasts, social media

No guesswork. No wasted time. Just proven methods that work for service businesses just like yours.

Download "Cracking the Code" FREE →

Your Next Customer Is Searching Right Now

Will they find you? Or your competitor?

Start creating content that actually matters. Start today.

Want help creating content that brings customers to you? AdWise Creative specializes in helping service businesses get found online. From video production to SEO to content strategy, we've got you covered.

Call us: 941.307.7796
Email: [email protected]
Visit: AdWiseCreative.com

Let's crack the code together. 🎯