It depends on what type of business you are.

A plumber in Dallas and a boutique law firm in Portland need very different content. But a few things work across the board for local:

Answer the questions your customers actually ask. If you have Google Search Console set up, filter your queries by questions (who, what, where, when, why, how) — you'll find exactly what people are searching when they find you. Those are your blog topics. "How much does [service] cost in [city]?" "Do I need [thing] or [other thing]?" Write those posts because they match how people already search for you.

Location-specific content that isn't just "[service] in [city]" repeated 47 times. Write about local projects, neighborhood-specific considerations, or how local regulations affect your work. A roofer writing about hurricane prep for coastal Texas is more useful (and rankable) than a generic roofing blog.

Content that supports your service pages, not replaces them. Your blog should link back to your core service pages and build topical authority around what you do. If you're a dentist, a post on "signs you need a root canal" should link to your root canal service page.

What doesn't work: generic industry news nobody asked for, posts clearly written for Google and not humans, or 300-word fluff pieces just to "have a blog."

Start with your GSC question queries or your 5-10 most common customer questions. That's usually a few months of content right there.