It has to be about your readers, who will, it’s hoped, become your customers. It has to be about making them awesome.
So, for example, if you’re selling a clever attachment to a camera that diffuses harsh flash light, don’t talk about the technical features or about your holiday sale (10 percent off!). Make a list of 10 tips for being a better photographer.
If you’re opening a restaurant, don’t blog about your menu. Blog about great food. You’ll attract foodies who don’t care about your restaurant yet.
If you make superior, single-source chocolate, don’t write about that great trip you took to the Dominican Republic to source cocoa beans. That’s all about you. Instead, write the definitive article about making chocolate-covered strawberries. For the next 10 years, whenever a gourmand or a baker searches Google for a recipe on how to make chocolate-covered strawberries, he or she will find your post. Helping your users make awesome chocolate-based confections is likely to attract readers who might buy fancy chocolate . . .