Most of the time, it’s a collaboration. It might skew toward us (generating blog topics for your approval) or toward you (if you tend to be very specific about what you want). As creative thinkers who are a little bit obsessed with how people consume content at every stage, we’re more than happy to come up with topic ideas, especially after the first few months—when we’ve learned how you and your team think—and what your audience craves. We also realize that some blog posts require a client’s natural authority—honed over years. In this case, we can fine-tune blog post titles from a general topic concept, or take your title and run with it.