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Your Coaching Blog Needs a Job

What to Expect Next Year

Joelene Mills

If blogging feels hard to do right now, it might not be because you “don’t have time.”

Chances are you are trying to make one blog do five jobs at once.

Teach. Sell. Nurture. Build authority. Be SEO-friendly. Not to mention, be relatable, consistent, make money AND look pretty.

Cool. So… a part-time job. On top of your actual job. As well as being a parent, partner, friend, household manager, and part-time taxi service. (I’ll stop. You get it.)

It’s a lot, when you already have a lot going on.

Here’s your gentle elbow-to-the-ribs reminder: Your blog does not need to do everything.

It needs to do the right thing for your business right now.

I said this in Quiet Start and I’ll say it again: most coaches don’t have a blogging problem. They have a clarity problem.

Because when your blog has no clear purpose, every post feels like a challenge. Topics get overthought. You rewrite the intro twelve times. Or you start a draft, then bail because it doesn’t feel “strategic.”

And then you beat yourself up because you have convinced yourself that you are “inconsistent”.

You’re not, you’re just trying to write without a point.

Also: January makes this 10 times worse.

Because the internet loves a fresh start narrative. New year. New plan. New you. New content calendar that assumes you have unlimited energy and zero responsibilities.

Meanwhile, you’re sitting there thinking, “I don’t want to become a new person. I just want a simple plan I’ll actually stick to.”

Same. So let’s make this simple.

Not a reinvention. Not a big strategy session.

Just enough direction to make writing feel easier.

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Choose a purpose for your blog.

A blog can do a lot. But most online coaches do better when they pick one main job and one supporting job.

Here are the four most common roles your blog can play.

1) Educate

This is the “answer the question” job.

It helps people understand the problem you solve and what to do about it. It also saves you from repeating yourself 900 times in consults, DMs, and intake forms.

Good fit if:

  • you keep answering the same questions

  • your clients need clarity before they’re ready to buy

  • your work requires nuance and context

For example, a parenting coach could write something like “Why your child’s tantrums get worse when you set boundaries” or “What to do when you’re consistent for 3 days and then fall apart.”

2) Build authority and trust

This is the “show how you think” job.

Not in a braggy way. In a “this person gets it” way.

This is where you share your perspective, your patterns, your client lessons (without sharing client details), and your way of explaining things.

Good fit if:

  • you want clients who choose you for your brain, not your content volume

  • you’re in a crowded niche

  • you’re tired of being compared to the loudest person online

If you are a career coach, you could write “The problem isn’t your resume. It’s the way you talk about yourself” or “Why confidence advice doesn’t work when you’re burned out.”

3) Nurture (warm people up)

This is the “stay connected without performing” job.

A blog can keep you present even when you’re quiet. It gives people a reason to come back. It turns “I like her” into “I trust her.”

Good fit if:

  • you don’t want to be on social all the time

  • your clients take time to decide

  • you want a calmer marketing rhythm

What an ADHD coach could post is “What consistency looks like when your brain hates routines” or “If you keep falling off, your plan is too strict.”

4) Support selling (without being salesy)

This is the “make your offer make sense” job.

Not sales pages disguised as blog posts. More like posts that answer the buying questions people have before they reach out.

Good fit if:

  • you’re hearing “I’m interested but…” a lot

  • you want leads who already understand the basics

  • you want your blog to help convert quietly over time

Example: a health coach writes “Do you need meal plans, or do you need a simpler approach?” or “What coaching helps with that Google can’t.”

It really is that simple. Pick one.

Soft peach ranunculus flowers against a blurred brick wall. A calm, minimal image for blogging and blog post ideas on your blog page.

Pick one main job for the next 90 days. Then pick one supporting job, if it helps.

That’s it.

If you’re stuck, use this:

  1. What do people ask you over and over?
    That points to Educate.

  2. What do you want to be known for?
    That points to Authority and trust.

  3. Do your clients take time to decide?
    That points to Nurture.

  4. Where do people get stuck before buying?
    That points to Support selling.

You don’t need the perfect answer. Because once your blog has a job, your ideas stop feeling random. They start lining up.

If you want the quick version, here’s the filter I use, in detail.: The 30-Second Blog Job Filter. 

And if you want easy post starters after that, grab my 30 Back-to-Blogging Prompts.