I coach my clients to craft their Unique Selling Proposition before they do anything else. Good old Socrates said "Know Thyself". Once we have a solid USP worked out for you, then developing content for your business just seems to flow so much better.
The next step is to come up with a list of services that you offer that are relevant to your USP.
We also come up with a list of blogging topics that relate to your general industry.
Then we come up with a list of "major points" for each service or topic.
Then the content writing becomes an easy and fun exercise.
We take this approach when describing the services that we offer and also when blogging on general topics that relate to our industry.
Before you know it, you are an expert in your field! It is easy, just be yourself!
I love to help my clients come up with compelling content for their websites, social media campaigns and other marketing materials.