Whenever I start working with my coaching clients on their content strategy they all start off worrying about the same thing: blog content ideas. The problem is that there’s too much choice – with seemingly everything in the whole world available as a topic to write about we are paralysed by all the options, while our peers and influencers doing really cool things with their content turns our heads and makes us think ‘maybe I should be doing that…’. All the noise makes it hard for us to focus on building our lane, not to mention staying in it once we’ve made it.