During a presentation on “How to Market Yourself to the Media,” an elderly architect and his wife were stupefied when I suggested they start a blog.

“Well, we don’t have anything to say …” and yada, yada, yada the conversation turned into how small business owners — and media companies alike — believe that potential clients outside their industry share their expertise.

Enter the “how to” article/blog post. One can literally write anything in “how to” form … from “how to tie your shoe” to “how to preserve vegetables” to “how to increase SEO by repeating ‘how to’ as many times as possible within a blog post.”

Don’t sell yourself short by assuming your clients share your knowledge. Instead, impart upon them, in the most conversational tone as possible, the wisdom you’ve incurred through the many years you’ve spent in your industry. Here’s a three-step guide on “‘how to write a ‘how to’ article:”

1. Name the problem.

Newspapers are printed on paper + kids these days haven’t seen a sheet of paper their whole lives = newspapers are dying.

2. Find the solution.

Teens are always on their phone + many professionals 35-60 years-old sit in front of a desk all day = capture an online audience and sell digital ads.

Provide tips:

1. Start by posting relevant content

2. Write to your target audience

3. Write posts frequently. Then more frequently. Then all the time.

4. Share photos.

5. Join Facebook, Twitter, Tumblr, Pinterest …

You get the picture.

The all-important “what NOT to do”

In any situation, there are definitely ways one should not behave. You’ve made mistakes along the way, so why not make sure others don’t do the same? Save them from common errors if you want to truly provide them with invaluable knowledge.