Content Ideas


Content Ideas – That Help Users, Get Traffic, Shares and Links.

awesome content banner

I often get asked to attend internal brand and marketing meetings for clients I work with regularly. At the same time, I also get asked to come in for one off consulting sessions for businesses that may want to shake things up. Once such one of meeting went off in a direction I didn’t expect – it almost turned into me giving a lecture to senior marketers and managers of an Ecommerce business – and I think it was as much a shock to me as it was to them.

Sounds a bit strange right? Read on…

The main aim of the meeting was to build a content calendar for the digital team to keep pushing branding and SEO content out and to try and generate natural links. But it all came to head when the digital marketing manager said:

“I think that content marketing just doesn’t make sense for our business – there really aren’t enough content angles that we can use. I mean how often can you write about your products?”

That got me going – I said that they had a very narrow vision of what “content” really was. And as someone was busy making notes – I started reeling off the different types of content that they should consider. In the end – the list was so large, I decided to put together this simple guide that categorises and outlines these ideas. These ideas aren’t new – nor are they things I just started advising clients on – if you read this post on Small Business Content Ideas (from 2008!) you will see that many of my initial thoughts are in there.  You will see some more of these in my post from 2010 – Content? WTF is that anyway? In essence this post is almost a summary of my content and marketing strategies to an extent.

However I have to emphasize – content marketing is a subset of marketing – which means a number of these ideas, tactics and strategies could easily form part of MORE than just content marketing – they can form part of your core marketing principles if you really learn from them. You need to really understand your audience, and your brand and finally – what you wish to really achieve out of your content (or simply marketing) plan.

Marketing ideas goes far beyond their promotion. Anyone who wishes to influence others must research the target audience; understand their perceptions, attitudes and needs; develop and test effective communication concepts; and use the most cost-effective distribution channels .

The other thing I have to emphasize is that in order for a lot of these ideas to work for you, you need to think of content as something way beyond simply a marketing tactic – you need to embrace it in everything you do on your site and offsite – take for example Ian Lurie’s (from Portent – an organisation whose thoughts on content clearly mirror mine  (written by post on Content as part of UX over at Moz. And like I point out in the Content is King post, and as Ammon Johns points out in this piece “The Great Content marketing Swindle“, content without a real distribution channel is simply content, not content marketing. Every single one of these ideas below need a distribution and display strategy for them to work.

By no means is this list exhaustive, but it can form a good start to any content plan. Some of the areas may not apply to all businesses, while others will – I have taken the approach of top down- starting with the core corporate communication and then working my way into the more creative areas.

I hope you enjoy it. And if you do – please share it. It’s my only reward for spending days writing what I think is the longest post I have ever written.

Key Points to Remember

Before you deep dive into the ideas and areas covered below, I suggest you keep a few things in mind:

  1.  I have written this from an SEO’s point of view, though I do consider other online marketing and customer / consumer benefits. Its not meant to be read as a guide to content ideas, rather a guide to everyday stuff that you should consider before reinventing the wheel.
  2. The key message here is that it isn’t always WHAT the content is; the best way to win at content marketing is HOW you present it and WHO you distribute it to. Without clever presentation and well defined distribution channels, even the best piece of content will fail.
  3. A lot of these ideas are mostly focussed on content that I would say is “onsite” content. I always despair when I see large eCommerce sites that spend too much time focussing on product pages, which are seasonal and would have a shorter shelf life, and totally ignore or under-develop other parts of the site where content ought to be either evergreen and updated frequently or longer shelf life, and updated periodically. One thing is for certain, any brand that takes most of these ideas and not only presents them well, but make them part of the user journey and interaction with the brand, will benefit from a more loyal and informed customer.
  4. Content HAS to have a purpose, and its up to you to define the purpose and do the utmost best to get that purpose fulfilled in a way that people will appreciate. Nothing describes this better than the chart below from Houston PR (click image for full size), and although they aimed this at PR, I feel it can be true of most content:

The Periodic Table of Story Elements

So lets jump into what is a massive list…

Corporate Communication

It may seem strange to have “corporate communication” here – however it is usually one of the most underutilised areas in many businesses to generate content. There is a lot going on behind the scenes that customers and the media never really get to see. In many if not most, there are interesting stories, people and policies that are worth talking about. This is one area of content that Wikipedia constantly steals your traffic for – start getting it back!  A REALLY good example of a brand that covers a lot of this well as well as several areas from the “Community and Social” category is Virgin Media . Marks and Spencer’s Corporate subdomain is another example of a really good attempt to cover this  information, and in fact a lot of examples around history, branding, policies etc are quite visible on that micro site. And for the SEO in you, here are link metrics:

Marks and Spencers corporate backlinks

Letter from CEO

There is nothing more powerful to distribute your company’s message than the actions and words of its chief exec. And if you are a small business, then your CEO is the guy making all the decisions – and has just as much clout to its small business customers as a large corporate has to its. It’s just a matter of degrees.

Although I call this “Letter from CEO” – it could be pretty much anything – from a letter, to a blog post, to a video, to appearance in an advert. The core idea here is to use the most important person in the company to deliver your message – it could be one of the most powerful campaigns you run.

Some of my favourite content pieces in this section include:

So now I’ve said more than I wanted to say, and all that I am going to say, about this.” Steve Jobs, Apple

First, this is a request and not an outright ban.” Howard Schultz, Starbucks

Of course – though it may generate buzz and conversations, you ought to also try and make sure you reign in your CEO:

AT&T And Verizon Are ‘F——’ That Are ‘Raping You’ John Legere, T-Mobile

And most UK people would have spotted Richard Branson in Virgin Adverts…

Richard Branson

Famous People (related to your business)

Many businesses have minor and major celebrities connected to them, from the CEOs to staff that are well known in their niches. Building content around these people ought to be a no brainer, yet not all brands take this on board seriously – there have been many times where you type in “brand+celebrity” and end up with news stories rather than content from their own sites – typically because their own sites DON’T cover this content. Over and above – I think one of the biggest failures most brand and celebrity partnerships have is the lack of an archive – I would love for brands to keep a digital record online of their various partnerships – over time this type of content could prove invaluable.

I think have nailed it with their relationship with Holly Willoughby by maintain the page and rankings:

Holly Semrush Very

Although the landing page ought to be more user friendly…

And it doesn’t necessarily have to be people you have as paid brand ambassadors – most businesses have at least one person of note, from a national to a local celebrity as a customer. Identifying these individuals and creating a strategy to build content around them is a pretty simple way to create brand exposure.

Mission Statements

If you brand or business has a mission statement that it is proud of, why wouldn’t you publish it and the thoughts and ethos around it? To me it seems like a lost opportunity when you can’t find a brands mission statement online. And to the link addicts out there – take a gander at:

starbucks mission statement

Starbucks Mission Statement gets so many links that it is the ONLY brand who ranks on page one for “Mission Statement”. That’s a good result.

It’s not an isolated result:

CocoCola Mission Statement

Company Processes

If you have interesting processes at play, it is always worth creating a content hub specifically around these, from manufacturing to buying decisions; there are always interested groups of customers that would love to see this content. I used to often argue with a brand I used to consult with that we ought to get our buying department to outline how they make their buying decisions so that not only customers, but the general public understood the time and effort that went into these.

This may not be for all, but many businesses have interesting processes worth documenting.

Company Events

So it may not be a good idea to cover a drunken company end of year party, but conferences, talks, training events, sports competitions etc. all make for interesting content.  Magazines tend to do this really well – although I guess they are in the business of content…

Company Magazine

Don’t forget, depending on the type of company and its size, you could have a number of people who are active in social media and blogging, and as such could pick up a few decent links if they post links to the photos and galleries. I am always surprised so few event organisers for examples don’t hire a photographer to cover events and create photo libraries which are bound to get links and social shares.

Success Stories

Most businesses embark on projects whose outcomes may be risky or potentially prone to failing – when and if these succeed, putting together pieces of content on how things fell into place makes for interesting reading. I remember at a company event how the Managing Director revealed that when they launched their new pricing policy, they had a full contingency to roll back as they took a major gamble, and expected it to fail. It didn’t. It was interesting to see that people at the top often lose as much sleep as the people actually executing major changes.


From the CEO to the production guys to the creative to the marketing teams – interviews are interesting as long as the content is kept interesting. For example, if you were a large coffee chain – you could have 1 min interviews with all your Baristas over time – collate and launch a portal where people could view their thoughts and opinions. At the same time, interviews are a great way to seed offsite content – and a pretty good way to build links…

Staff Bios

I think I have touched on the fact that businesses may have a number of specialists and well known people attached to them – having Staff Bios and profiles could be a good way to leverage their individual authority to your brand. Although this may work better in the B2B world, I can see several applications of it in the B2C world – the key here is to identify the right people, the right niche and make sure that you make these profiles interesting enough.

Behind the Scenes

I have touched on various elements of behind the scenes in the above few points – but there is much more to behind the scenes that what I have covered. Pretty much ANY business could roll out content in the form of “ A day in the life of” or build videos around what a process looks like, or even create a video of making a video advert!

People are inherently curious, and your customers much more so – if you want to build content that interests them – build content around what it takes for you to deliver whatever good or service that you supply them. It’s interesting if done right, and there are literally thousands of examples one could list here.

Company Policies

In a transparent world, it could help certain types of businesses to publish (in a user friendly way!) their corporate policies – from hiring to training, to dealing with social responsibility. What may seem dry to you and I, might be very useful and interesting to say a reporter covering a story that has a bearing on corporate responsibility.

I understand that it may not make sense to publish all of the company policy, but selecting interesting sections and building content around those is definitely an option I would explore. These policies could range from hiring to social responsibility. The key is in the presentation.

Take Aviva for example:

Aviva CorporatePolicy

Great presentation. However the link builder in you (or the content marketer!) maybe wondering where the “juice” in this lies:

Aviva CorporatePolicy Majestic Links

Even without a targeted link building approach – they have managed to attract some pretty good links. Think how well that would do with a targeted approach!

Community and Social

The last point takes us nicely into community and social. Corporate policies and corporate social responsibility walk hand in hand – and the content that could be developed around these activities could be immense and should be part of any decent content marketers plan.

To me this is a bit of a grey area – I am not advocating the manipulation of these relationships / causes, yet I feel that to a marketer it’s a good incentive to get involved – and if it’s doing good for the community, then I would rather encourage marketers to get involved in working with causes, even if they have a hidden agenda.

Some areas that I would focus on are covered below.

Community Involvement

Anyone, from a small business to a large corporate can be involved in the local community – there are literally hundreds of ways to do so. How is your business getting involved? If it IS getting involved – you ought to look at ways of covering that in your content plans.

Social Activities

Again – there may be social issues that your business or people within your business back – either as part of the company or in their own free time – why not go the extra mile and give some exposure to these social activities?

Orange Rockcorps

A few years ago Orange did a massive drive with their “RockCorps” campaign (now being run with Channel 4 and launched worldwide). The campaign not only did well, but drove copious amounts of content. Done on smaller scale, many social activities that businesses get involved in could drive large volumes of content of diverse interest.

Social issues

It is not necessary to set up your own social activities – many businesses’ have a direct bearing on a range of social issues – from working with charities to issues impacting the everyday man (or woman!), and how to help him/her.

It amazes me that brands don’t regularly back social issues that may impact how they work  – and more importantly, up till recently traditional proponents of social issues used to relay on old school marketing such as mail to raise their profile. In the age of the quick-fire spread of a message, the marketing of social issues needs to be redefined as an art (a post for the future!). The matter is so important that books have been written on the marketing of social issues by marketers such as Seymour Fine:

Social issues and causes are ideas that are of interest to many individuals within a society. They are ideas to begin with, but assume issue status as they spread, or are sufficiently important, by some standard or other, to warrant the attention of many persons. A further distinction must be drawn between issues and causes. While both can be seen as societal ideas, issues are controversial; causes are generally not. One takes a position on an issue, but simply adopts a cause, such as joining a movement. Abortion and gun control are issues; the prevention of child abuse and forest fires are causes. Yet, for simplicity of exposition in this book, issues and causes will be considered in the same vein; no loss of clarity should result from the merger . The Marketing of Ideas and Social Issues (PDF link)

For the purpose of this post, I would like to suggest you:

-          Identify a social issue that business believes in

-          Identify a social issue that the business may benefit from promoting

Decide what angle you would like to take – and use your marketing skills to build content that supports the social issue. Not only will this add to your content calendar, the positivity that is earned as part of your helping raise awareness may translate into a better brand placement, increased awareness and even gaining new customers that are aligned to your social standpoints.

Support Charities

A social issue is one thing, but not too far a stretch from supporting charities that the business believes in. I have often gotten involved in helping charities out build ideas – free – and this often translates into paid work via referral – the board members of many charities are powerful individuals with their own successful businesses.

Similarly, if as a freelancer I can help charities, as a business you could offer to use content marketing to raise awareness – your reach to your existing customers may help the charity, while at the same time; the charity may often reciprocate by further distributing that content to their supporters, exposing the brand to like-minded individuals.

Remember the Ice Bucket Challenge? Well many brands got involved too

Energiser bunny does ice bucket challenge

Some of the most creative work that a business does is around its paid media, advertising and PR. So I always find it astounding that they do not feature these in their content plans for their site. It’s a lost opportunity, from “making of” videos to building a bank of press releases that press can actually link to.

Press Releases

In fact, at a business where I was consulting, we usually set up two types of press releases – one for general release, the other for the site, with in depth links and information that the brief version didn’t have – and we would all calls to action from the general release into the in depth versions so that people reading the release get to see the full version, (and often as a result link to it). These also over time build up a good chronological record of the businesses PR strategy.


It astounds me that people who load up popular TV adverts on Youtube make good money doing it – yet the brand that created and distributed the advert often don’t. Although it’s not a bad thing if someone ELSE loads up your advert – in an ideal situation being able to capture those views and subscriptions of video channels would make future releases easier to spread.

However, it’s not just video that ought to be built up, press adverts, external adverts etc. ought to all be given a place within a sites structure – you never know when something becomes successful enough to start driving its own traffic. There are so many iconic pieces out there that either reside in companies own internal archives or in someone’s collection. I would love to see these pieces being built out as content portals and online archives.  Wrigleys for example have attempted this (although execution left a little to be desired) and so have brands such as Gucci.

Gucci Ad campaigns

Product or Service Data

There is a slight crossover here with the next section (FAQs), but you are bound to have some crossovers when building such lists.

Here I am focussing on your core services and products – it has been my experience that many businesses or sites just don’t do enough to put out information relative to their product or service in formats that may help their core audience. A practical example? My mammoth SEMrush Review and Guide – which looks at ways in which the tool can be used. With over 10,000 page views and 100’s of PDF downloads, not to mention the number of emails I got, it is obvious I covered a much needed service that potential or current customers of the tool would benefit from.

Fact Sheets

Fact sheets are typically quick read guides and summaries that could really bulk up any site, as long as there is a need for them. The key is to identify the need. And you would be surprised how many businesses don’t realise that they need fact sheets  – I see these built and marketed best in the healthcare and charity markets, in many cases delivering nearly a half of traffic to these sites. You can create these for almost any service or product – and use them to build up relationships with both existing and new customers. The tip here is to think – info-graphics, in less messy format. See a very simple example below promoted by an Indian car insurance company:

7 goldent rules of driving

Glossary or Dictionary

BBC Webwise Glossary

The above is a banner from the now archived BBC webwise glossary – which I think is one of the best ways of displaying a glossary. You may think that glossaries are a thing of the past – but they are actually a great way to pick up long tail searches for your brand, service or products. You would be amazed how many people look for basic explanations online:

twitter glossary rankings

(rankings and search volumes for long tail keywords for the Twitter glossary)

And don’t forget the links:

twitter glossary links

Product and Service Specs (eg product material)

In the tech industry, many sites do this well, i.e pages of full product specs, so when journalists and the media talk about them, they have reference points, as well as potentially places to link to. This happens quite well in the web tools and hosting niches, but doesn’t happen on a number of other businesses.

I would love to have details available in this information rich and hungry environment that we operate in, from my car parts specifications to my sofa material and dimensions etc. What’s more, a decent comparative product specification analysis is a great way to compare your product or service with a competitors, not only could it help conversions, but could be used as a really good branding tool.

Product Guides and Product Manuals

Recently I struggled to find the way to install ink in a printer I bought. I have no idea where I had dumped the guide, but couldn’t be bothered to find it. I simply tapped up google:

canon ink printer

I first hit up the Canon site: and found the video (after looking around). Unfortunately it was all of 2 seconds on the cartridge – mine was stuck such that it WASN’T simple.

So next step – go back to SERPs and click on the youtube video:

moving the cartridge

Ha – answer in the first screen! I had to open the front to let the cartridges align BEFORE I tried to change them. And by the views and comments (unless fake!) I doubt I was the only one that found the video useful…

Cartridge Genie

These simple guides are based on a customer need, and I was genuinely surprised how many youtube accounts, and affiliate sites have built such micro product guides. (there is an overlap with this and walkthroughs).

Potentially Failed products

No one likes to discuss their failures. However, people love to read about them. Sometimes a well written piece about why your product failed and how you addressed the issues could make for interesting reading, as well as set you apart from your competitors.

Business Insider Failed Products

Previous products and services

Time and time again, this is a bone of contention with me. Some brands and businesses create such heritage with their products, yet, after a few years, they no longer talk about them, nor do they create an archive of products. Like I suggested in the Content Strategy post:

An example – Google “Ford” – you will get the Ford official site. Yet, if you google “Ford Cortina” – they are nowhere to be found. Cortina fans all over the world would gladly link to an official Ford Cortina page with information that possible only the brand and die-hard fans possess about the car.

This isn’t just true of big brands – many smaller brands have products that they no longer support or sell, yet the search traffic exists for them. It would be a miss to not keep your ranking page for “widget xyz blue” and try and sell them the new variation if you have one, or at the least preserve the page and change the content to reflect the history and details of the product so that you not only retain search traffic, but also cross sell and keep the brand in front of consumers.


As I have highlighted on a previous post, not all content is about pure content marketing. There are user benefits of having solid FAQ (frequently asked questions) content, as well as SEO reasons. I am always appalled at the way some really large car brands have a lack of content around general car maintenance and how a number of small niche sites spring up to steal that traffic. Here are some examples of FAQ type content that could be considered:

Shipping and Delivery

Shipping policies by product types may seem to be dull reading, yet there is traffic to be had for terms around international shipping, cheap shipping and free shipping.

FreeShipping SEMrush

The term is lucrative enough for whole sites to be built around it:

FreeShipping dot com

Similarly, delivery types, such as free delivery, next day delivery etc are all worth looking at and building targeted content for.

free delivery vs next day delivery

Discounts and Voucher Codes

You may not see a discount or a voucher code as an FAQ – I would. Any question in relation with a brand ought to be owned by the brand. So if someone types in “Brand + voucher code” (or variations) then the brand ought to own that term. Yet sites geared to rank for these terms by providing necessary content and discounts are multimillion dollar (or pound!) businesses.

voucher code search terms

I have talked about this before.

Technical Data

I gave an example of technical data – but let’s look at a live example – I am looking for the best oil to use in my Vauxhall Astra:

Vauxhall oil SEMrush

The actual Vauxhall site is ranking, ranking – but with PDFs that do nothing to answer the query.

Vauxhall ranking - Oil

This is a type of an FAQ that could be answered well with the right content. Content on technical data could be anything from instruction manuals to straight forward specs. A lot of this is produced within most businesses for internal use, packaging or hard leaflets, but hardly ever transferred to web content. Some of this can be rolled in to the product material section I have covered in the previous section.

Core site functionalities

This may sound like one of the oddest ones – but not all sites are user friendly. Sometimes simple queries such as “how to sign into” are worth building out into indexable content:

However good your UX is – if people are trying to figure out how to sign in or sign up, then there is a massive fail. And often enough these users run to search engines to figure out the answer. I find that ecomm sites tend to have a lot of these queries – and it may be worth building content that answers these even before running off to create a clever content marketing campaign.

sign into trends

Customer Common Questions

I always find it amazing that many businesses don’t keep a record of common customer questions, whether they are online, via email, via phone or even in store. Often enough you would find questions that are common along a recurring theme and it is worth answering these as well as possible. Its these questions that people flock to search engines to get answers for – so if your own site isn’t visible due to lack of relevant content, are you really doing the right job for the customer?

Examples of such content are:

  • Opening hours by store
  • Returns policies
  • Delivery policies
  • Account details

And the list goes on. A thorough job of making sure that all this information exists and is optimised for search engines would be a key “housekeeping” content tactic.

Customer Enhanced Advice

This is a weird one, because it usually sits in the remit of user generated content on the web and usually bloggers jump on these ideas. Many times I have seen small bloggers do atleast one of the below so well that they grow to be brands in their own rights. I don’t see why businesses, from small to big, cant use these in their content strategies.

Complimentary Services

I have used this tactic early in my career when I used to work with a large number of doctors. Most medical services don’t exist in silo, but required a well formed support mechanism. A good example is orthopaedic specialists who need to work with Radiology departments, physiotherapists etc.I used to encourage doctors to cover detailed information about these related and complimentary services on their websites for two reasons, first its relevant content, second, its very useful information to patients (their customers).

The same strategy could easily be used by a number of businesses, for example if you are running a website for a local garage, information about service providers such as local car part dealers, towing services and even car insurance providers would be useful to their customers.

Product Alternative Uses

This isnt really for everyone, but could in theory apply to a range of businesses. Typically referred to as “product hacking” you will find interesting examples online of how people change one product or service to do something completely different to its original purpose.

tshirt hacks

Tshirt hacks like the one shown above are quite popular on social sites, and Pinterest is full of some really clever ideas. If I was a tshirt seller, I would try and build hacks of my own, or feature those that like on my site.

IKEA Hacks banner

In fact, IKEA hacking  (click on link to see the no.1 site that works on finding the best IKEA hacks) is so popular, that it has built up heavy search volume:

IKEA Hacks


Customer Stories

I have broken out customer services on its own section though it could fit in nicely with “expertise” or even “User Generated Content”. However, as customer stories could be different things to different businesses, I felt it deserved its own section. In this particular instance I am focussing on the value of User Generated Content from your customer base. User Generated Content as a marketing strategy had a major resurgence a few years back, but the strategy has dropped out of what I call mainstream planning, which I think is a mistake. Some of the largest brands going are built purely on user generated content (although not a perfect example, it is an interesting point that is raised):

User generated content


Customer stories could be broken down into:

Customer Reviews

Customer reviews are big business. Unfortunately most big (and often small) are either too slow to take up concentrating on reviews, or try and outsource the exercise to third party review generators. Though in theory it is fairly easy to use existing third party review systems, its a massive loss in terms of good quality content, as you are simply building the value of a third party site. A decent reviews system and process isn’t that hard to build with a lot of opensource code on the net. The key here is to encourage genuine, long form, original reviews that can be used as part of the content mix rather than let that content stagnate over time.

Case Studies and Customer Success Stories

Although case studies are usually more viable in the business industry and in the B2B market, there is no reason why they arent used enough. Affiliate marketers know full well the value of case studies, and if you look at the “Make Money Online” niche, you will find that case studies are one of the best way to drive affiliate sales and traffic. If your business doesn’t necessarily fit the profile of one that has can build case studies, try and think outside the box.

There is an overlap between case studies and customer success stories, but essentially they do both, display expertise by the business and celebrate the success of a customer, both extremely potent and positive messages.

Here is an example of Pinterest putting together some customer success stories:

Pinterest Success Stories

Customer Ideas (from how tos to alternate uses)

Later on in this post I will talk about how tos and hacks which are very viable content tools. However when a business is strapped for resources (as many are) there is no reason why not to encourage user generated ideas such as product usage videos, guides and hacks. Running competitions for example for customers to post their how tos, product ideas etc are generally a great way to build this content up.

Customer Peer to Peer advice

Yahoo Answers

People tend to forget that some of today’s biggest online brands were built on user generated content. Wikipedia, TripAdvisor, YouTube are all examples of sites that would have no content without their users. A lot of these were not peer to peer, but sites such as Tripadvisor certainly are in that class. Often sites in the tech field use this is as an important way to use UGC to build up inter-customer relationships –  take a look at Moz QnA, Google Webmaster Forums, Yahoo Answers etc). Its not easy to get customers to interact with one another, or even to moderate this, but once the ball starts get rolling, it is impressive how well it works.

Customer Communication

Customer communication is a weird one – but one that I like to consider as a potentially potent way to take information from your customers and repurposing it as content – which could often have a dual purpose – be part of the marketing and content mix, while at the same time improve customer satisfaction. When I say “customer communication” I mean efforts taken to get responses from an existing customer base and record these in a usable format. These could easily form any one of the suggestions below.


Customer Feedback

Customer feedback is a crossover from testimonials to complaints – however I specifically target here stuff that may not be covered by either. Take for example product enhancement – many customer lead design agencies would use customer feedback or feature requests to build their next iterations. I think that taking customer feedback and presenting it in a friendly way, along with any actions taken from these is a great piece of content.


Definition of Testimonial

As that definition states, testimonials and reviews are probably the most important marketing tools you can use today. Yet, a lot of businesses who collect paper testimonials and reviews, do not transcribe them online, while others actively encourage testimonials to be posted on third party sites! (Dear Hotel industry, I am looking at your perverse relationship with Tripadvisor!). Wherever and however you collect your reviews and testimonials, you ought to be using them, and using them heavily in your content marketing efforts if sales and credibility are your key KPIs.


You would wonder how you can turn customer complaints into good content. There are many ways, from data mining and presenting as charts, or summaries, to building successful responses to most common complaints and presenting those back to your customers. I would like to however introduce you to Dear Customer Relations and Not Always Right.

Dear Customer Relations

not always right

Their archives are filled with funny complaints, as well as responses to some of these. But that isn’t the interesting thing, as an SEO, I want to know how many links…Quite a few.

not always right majestic

What about social traffic?

not always right buzzsumo

Now I am not saying that every brand or business should respond in this way. It is, however an option to best deal with complaints and issues by showing humour and being able to laugh at situations, while at the same time dealing with the issue. It is a sensitive balance, but customer complaints are in my opinion a massively underutilised content marketing tool.

Customer Polls and Surveys

I am sure you must have read dozens of posts on how to use surveys and polls to decide on content that your customers would like to read, when they would like to see it, and which distribution channel they prefer it in. This is using surveys to develop a content marketing plan. I am talking about the converse, use existing data from customer polls and surveys to build content.

Most businesses have customer satisfaction surveys, as well as reviews. Unfortunately most businesses limit the use of that data internally for reporting and fixing issues. I would much rather it be evolved into more. Yes, marketers will often use small titbits in their advertising campaigns.

choose beautiful

I have in the past created successful info-graphics on customer polls, but that’s still a single view. Most journalists take a single statistic and spin it into a story. I don’t see why brands and businesses cant do the same, supported by their existing customer service surveys, rather than building bespoke brand new ones.


In my personal opinion, the history behind a brand and a business is always interesting, yet they leave this information out. Content around brands is often so badly put together by internal content and marketing teams that people have no option but to go to that one site on the internet where brand histories are siphoned from myriads of articles and posts and sources and presented in easy to consume format. Guessed it yet?

Wikipedia Twitter page stats

Those statistics are for the Twitter article on Wikipedia in the last 90 days. The number recorded is 677,865. Even if that is halved, its a significant volume of traffic that is looking at the Wikipedia page. How many other brands are losing out on valuable traffic and links because they just don’t bother to curate and build a decent brand history somewhere on their site?

Business History

A business’s heritage is an important record of its successes and failures, its people, its ever-changing DNA. Yet I find that very few brands really dig deep into their history and build content that stays as such a record. And when some brands do, they tend to be half hearted efforts. I mentioned the Marks and Spencers corporate site early on, but they also have a “Marks in Time” site that looks at exactly that:

marksintimeAnd backlinks?

marksintime backlinks

It is interesting to note that in my search for examples, a lot of this work is done by the traditional marketing or PR departments and agencies. The lack of proper on-page optimisation and social share-ability makes me quite interested in knowing how hard these  resources could actually work if taken over a modern online content marketer with SEO and social traffic in mind. They guys behind PrezzyBox did a really good post for example about their history – I would live to see more of these.

History of the niche / industry

history of marketing

Every niche in the world has at least some interesting history, and where an interesting story exists, readers and customers do. A well put together history can do fairly well on social media and in search. The image above is Hubspots Infographic on the history of marketing. Apart from the social traffic, lets look at the links the piece gained:

History of Marketing links


In my opinion there is no better content than the proof of expertise. Demonstrating how something was done, what learnings were taken, what advice could be passed on to reader etc are all a great way to build a brand and its “trust” in a niche. A large number of B2B niches work very hard to leverage these, but a lot of the ways of demonstrating expertise are translatable to other consumer focussed niches. Some ways to demonstrate expertise are listed below – I am not going into massive detail on these as so much material is covered on the web about them in general.

Case Studies

Case studies are great for delivering content that is not only relevant to your site or business, but also for increasing customer confidence and conversion. Although you may feel that case studies may be a limited strategy for content development, I find that they are the easiest content generation methods – most businesses have a number of interesting, useful case studies.

White Papers

Similar to case studies, white papers are a great way to demonstrate expertise and increase customer confidence, as well as increase brand exposure. The more actionable the learnings from your white papers, the more interesting reading (and share-able!) they become.


I love giving out examples as blog posts when working with small businesses. I would think that blogs run by fashion ecom sites would be dominated by examples of how the products could be worn, but that is sadly not the case. And these aren’t limited to fashion, even a plumber can build example scenarios where his / her service could be beneficial. And if you tied in “how tos” (see next idea) then you could end up with a limitless bank of useful, actionable content that your audience would love.

How Tos

In many niches, whole blog subcultures exist to demonstrate the usage of products and services online. In fact the last generations of content farms such as wikihow and eHow grew exactly on those premises. I always find it amazing that brands and businesses spend a lot of money and time on costly marketing campaigns, while one man bands and cheap content factories dominate the web with “how to” type content. At the least each brand ought to try and generate and OWN its “how to” queries to discourage leakage to third party sites.

How many ounces in a pound KW volume

The query above is: “How many ounces in a pound”. If a brand site ranked for this, is it going to get them sales? Probably not. It WILL however expose their brand to a lot more people if the above screenshot from the google Keyword Planner of global searches of the phrase is to be believed.  How many more of these high traffic low competition keywords are there? Well take a look at SEMrush data for “How to“.


Fairly time consuming, but a well written ebook is a great content marketing tool. Not only does it have the benefit of branding, showing expertise etc, it also has the ability to spread in multiple formats. Again – quite well used in B2B niches, less so on the B2C areas – some of the best lead gen in the B2C areas is happening via such content. goes as far as advertising their free ebooks (AND physical copies). There is no reason why commercial businesses, charities and even small businesses can use eBooks as the powerful content marketing tool that it is.

Walk Throughs

In the same vein as “how tos” walk throughs have become a major part of customer to customer interaction – primarily because businesses themselves don’t push the development of such content. However there are many reasons for owning this content strategy, whether developed inhouse or with the support of talented customers. It’s a great way to build up relationships with customers, both post and pre purchase. I for example would absolutely love it if some of IKEA’s furniture had video walk-thoughs as sometimes those paper instructions aren’t enough…  apparently they DID have these at one point.

Walkthroughs are an overlap with product guides and manuals, but the level of detail in a walk through tends to be higher than simpler guides. At the same time, the main reason why I break this out as its own idea, is behind the fact that a business need not run walkthroughs for its own products. A major game retailer for example could build a massive fan base if they built and dominated the serps for game walk throughs:

Gaming walkthroughs

Local Information

I see a lot of hotels and holiday companies putting together “local information” – however I don’t see why this area of content has to be limited in the travel niches. At the same time not all Travel sites do this, or do this well. A travel site that I work with has decided to cover all local attractions, shops and events – and do it very well. 40% of the traffic it currently gets is due to this content – and as such it has really boosted its brand recognition, and links from other sites that appreciate the information.

Businesses that are brick and mortar could easily pick a lot of transient traffic and links by ranking for local information, thereby increasing their local branding and awareness.

A dentist that works close to a number of hospitals and doctors could easily rank on the first page for their names, and as such exposing their dental brand to searchers. There may be no direct sales value, but there are arguments for transient brand building that could lead to longer term impressions.

There is NO reason why a local business can’t rank for local queries like the one below:

restaurant near Kings Cross

Some examples of the type of content that could fall in the “local information” type of content could include:

Things to do

In terms of travel sites, this is a fairly easy task – but depending on the type of business, things to do could vary from niche to niche. I think businesses such as restaurants would benefit from creating a hub of content around local things to do, from markets to museums. A hairdresser may want to cover all the local coffee shops, libraries, and even complimentary services such as nail salons, beauty shops etc. Take a gander on SEMrush the variation and volume behind this phrase. Sites that rank for this long tail phrase kill it in their niches, and of late both Tripadvisor and Google are jumping on the band wagon:

things to do in fuengirola

Local Services

Most brick and mortar businesses can cover local services – from local post offices to police stations, from hospitals to taxi services. The more that a business can cover, the more likely it builds up its local relevance (always an issue when content for SEO purposes is concerned), while at the same time may attract links from other local sites. A fairly enterprising florist that I worked with a while back really took this to heart and built up a mass of local content and then went off and contacted all the local businesses with websites, and asked them to link to him as a complete resource. Although not contextually relevant, (i.e. floral services) the strategy paid off because his site became locally relevant, and got a boost in domain authority. As a result he killed it in local serps after a few months, as well as getting a massive short term boost in more than just local rankings, but these tapered off after a while, still keeping his local rankings miles better than when he started:

florist profile

Local Transport

I am amazed at how many “hard to get to” businesses don’t cover directions and local transport – places such as restaurants and nightclubs have these as a norm, but I don’t see why every real business can’t have local transport featuring on their sites. Again, these may help build up local relevance, while improving user experience.

Local History

I used to go to a pub in Marylebone in central London – it was local, but what’s more, it had these amazing shots of the area before it was completely built up. The pub has changed hands since, and the pictures no longer hang on the wall, but it would have been nice to preserve local history of the area – if not on the physical walls, then on their website.

Local history is always a point of pride for local businesses – then why don’t these businesses spend time putting together information on the local history? For example, many pubs and restaurants have been built in old factory mills, abandoned warehouses etc – adding history makes the business a lot more interesting. And it’s the kind of stuff regular customers usually love to know.

Local Events

Working with local business groups is usually a good idea and covering local events isn’t a bad one. One Indian restaurant I used to work with many years ago used to have a full list of events in nearby Wembley arena – and often used to get search engine traffic as it used to rank well for those events long tail phrases. As a result, they had increased their visibility in front of people attending the area, who may have not heard of them.


It may sound old hat, but there are still many sites that would benefit from developing well edited unique directories of services that their readers may be interested in. Not only could these be additional revenue sources, but they could drive a lot of long tail traffic if done right. A couple of hotels I am working with, we are building out a local business directory section for – and already the interest to feature in them by these businesses is quite high.

Popular TV shows

dragons den

My mind boggles at the lost opportunity that TV is for small businesses and large brands alike. In any typical week, there would be a documentary, show or series on TV that may be related to your business. And if it’s not related, you could easily manipulate the content to be relevant. Take for example a law firm specialising in trademarks and patents. They could easily piggy back on popular investment shows such as Dragons Den, and build a “Complete Guide to Protecting your Trademark before going on Dragons Den“.

Some ideas to use TV shows to bolster your content marketing are below.


It is one of the easiest things to give a commentary on a TV show, and with a bit of work you are more than likely to find an employee, a friend, or a relative that is a fan of the show that may be willing to give you their opinion which you can convert into content for your blog or site.


A review is another thing that may be easy to pull off – the difference between a review and a commentary is that the review considers the entertainment value to the viewer. A commentary looks at content of the show.  It’s not surprising that large TV review sites are now million pound businesses. Take Rotten Tomatoes for instant – a massive brand – built on reviews. Well you could do the same for your niche and become the hub for TV show reviews related to your business.


You can’t agree with everything on TV and some people somewhere may be interested in reading about WHY a particular show is bad, rubbish or utter waste of time. On the other hand even diehard fans could be interested in arguing why you are wrong – whichever way you look at it, there is always an audience to refutations of popular shows.


Unlike the controversial refutation, support posts are more likely to attract diehard fans who you may be able to align with your brand. It’s a safer strategy to building content, but can get a bit boring if not done right.

Overview / synopsis

If you want to take a shortcut, a simple overview and synopsis may be a good way to build a bank of content around a show – and often enough you can even get Youtube clips of important moments and embed them in, along with maybe stills of the show to make the piece look much more content heavy than it really is.

Breaking News Story

Breaking news stories are always of interest to most people. And you will often see sites that are not part of the original media push that take up a breaking story and make it their own. In fact, during the Royal Wedding in 2011 I was tweeting ideas on how to use the nuptials to make money.

And sure enough, a few days later, was born, a highly successful fashion blog about her sister.

pippa middleton tweet

Some of the other ways to ways to treat news stories are described below.


I love parodies, and no one did it better than theOnion. In fact, if you took a look at some of their early stories, some were so convincing that they made their own news…

It may sound like difficult work, but if you can identify a popular new story and rewriting it as a parody, and pushing it almost as real news, you could do well from this strategy. (just make sure that you leave enough clues to make the educated reader realise that the story isn’t true!). Although sometimes parody can turn out to be true in the long run..

the onion area man

People often ask me how a business can use parodies for their strategy – after all, most commercial businesses arent in the business of news, they care about getting their brand in front of consumers. To be honest I find that the best way to use parodies is to couple them with newsjacking. See what Nissan did when they played it right:

Nissan Break the Internet


Like TV reviews, news stories get churned over by a number of news sites to drive eyeballs. There is no reason why a commercial site can’t do the same. Review the latest breaking story best suited to your niche and push it out as content.

Commentary / Opinion

Commentary and opinions are another way of churning a news story into new content. A well done commentary can often drive more views and engagement than the original story – the key is to take away that ONE idea that can turn the story on its head. And to be honest there is no lack of news in most niches.


If a story is particularly close to your heart (or your businesses’ ethos, thoughts etc.) you could build a supporting piece, which could add more value to the original story as well as demonstrate why you fully support the piece. Again, a great way to capture like-minded individuals if done right.

Follow Up

I like follow up posts and pieces. I often find that an interesting news story is easily forgotten by the media and journalists. A follow up could add a lot of value to your content strategy as you are filling in the gap that other sites left. One of the most commonly used format for follow ups for examples is “Where are they now?”, usually dealing with TV celebrities and shows.

News Jacking

News jacking is typically the process of taking a popular story and perverting it to your own cause. From charities to large ecommerce sites – they have all tried it, and many have made news jacking a huge part of their content and marketing strategies. Take this clever PPC campaign from Ann Summers during the 2010 elections:

ann summers PPC

May not have gotten them sales, but delivered media coverage, links, and impressions that were cheap to buy.

Book Reviews / Summaries

Similar to TV, but with a more limited scope, books are an area that are underused by businesses to build content. I would suggest going back to my “TV” section and replacing “tv shows” with “books” and try any one of the following:

  • Commentary
  • Review
  • Refutation
  • Support
  • Overview / Synopsis

I don’t want to bore you by simply regurgitating what I have  covered in a different form.

Top Type Posts (Lists)

These don’t really need an explanation; you must have come across at least a handful in your life. However they are still effective as a content piece, and there are many ways to deliver a top types or lists post or article:


Curation is fairly easy at its base level – just look for sites that cover a single “top” related content to the niche you are interested in covering, hand pick these, write an intro paragraph and there you go. However curation done well could be a powerful strategy that could not only result in traffic, but customers and links.

curation process


Creation is marginally more difficult, but realistically depending on your niche not that much more. All you need is to hand pick your own choices and write an intro paragraph and push that..


I like combination posts and I normally recommend these way over a smaller piece. A combination posts looks at other “top” posts and combines them into one mammoth post (with your won introductions of course). This post is an example of one – only difference is I created the list BEFORE I went through other similar content idea lists to see if I have missed any. That’s only because I was able to mentally reel them off – if I couldn’t have, I would have done pretty much the reverse.

Rewrite / Refresh

100 continue status cats

Rewrites and refreshes are always a good idea – often other posts in the niches you work in may have an “expiry” where a top type list is no longer really the top list. For example, you will often come across this when you look at “top themes” or “top wordpress themes” etc etc. Frankly with thousands of new themes being launched every few months, the last post might be out of date. You could capitalise on this with launching a relook at these and replacing outdated items in the list. In other cases, someone may have created such a list, but maybe not added more information that would have been useful, or it was done a long while off and they missed some elements. Rebuilding and rewriting this is not a bad idea. My HTTP Status Cats post was an example of such.


I continuously say that content isn’t just the written word. And I love tools because they can go way beyond the applications that they were built for. So when you can, build a tool – especially none exist in your market. Some can be built very cheap, and others may take a lot of skills and dev time, but in the end, a well-built tool can take a life of its own. But if you can’t build or launch a tool, then there are other ways your content strategy can still make use of them.

Lists of Tools

Although this may be covered under the “lists” type posts, I think in many niches this list does way better than others. Take for example online marketing – a post on the top latest online marketing tools or apps usually does well, which is why it deserves its own entry here.

Review of Tools

A well done tool review is really worth the time and effort. What is more, there is always existing traffic on tool reviews – which means you are potentially targeting new visitors. What’s more, the other reason I love well done reviews is that everyone has different opinions, what you like a bout a tool may be a reason why someone hates it. This means unless you think everything that needs to be written about a tool (at least from a review point of view) has been written, you can always get fresh content out of a review type post or article.

Guides on Using Tools

SEMRUsh post thumbnail

Guides are my other favourite type of content, especially in tool heavy industries, such as SEO / SEM. Despite the time and work that went into my SEMrush Guide, I do not for one second regret it. A well done guide not only shows off your expertise, but often gets you new brand advocates who may have previously not known about you as these get shared around a fair bit.

Critique (with recommendations) of popular tools

As much as I like guides and reviews, I enjoy critiques too. Often heavy users of certain tools have ideas on how to make them better for the user or in performance – putting these in a post would not only get your readers on board, but may often get the tool builder / supplier in conversation with you.

Interview with tool providers

I think interviews are an underrated tactic for content development – however I often find it to be an interesting one. Plus, the tool builder / provider is always up for promoting their application, so getting the content isn’t usually difficult – the skill lies in presenting it as a “non-sell” and of genuine community interest.

Comparative Reviews of Tools

Comparative reviews are of real use to readers – and frankly could be long detailed experiments to simply a list of services, price points for readers to compare. A well done comparative review usually gets attention from fans and advocates of both reading commenting and sharing – so why not try and add this to the content tool set?

Adaptation of tools (Hacks and Mashups)

google APIs

These days most apps / tools offer APIs, feeds etc. With some simple hacks (or not so simple) you could easily build layers of usability on top of the data or application that encourages users to use your version. What’s more, it’s a shortcut to building your own tool.

Recreate and improve Tools

I often see loads of small niche tools such as BMI calculators to mileage counters. Unfortunately not all are built great, yet many have loads of users. Taking the original concept and improving the user interface or functionality etc. could go a long way into being a starting point into a better tool.

Create Tools

Finally – probably the most difficult one – identify the need for a tool, build it and launch it. From small simple webapps to larger fully functional applications – you could really make a difference in getting your brand out there. Very often I have seen companies spin off into parts when they originally launched a tool for use by a core audience, realised that the tool is really well liked and start offering premium features. When you can, if you can, this would be the route I would recommend. Creating such tools can also be a massive customer acquisition channel – take for example a simple broadband speed test tool – a dedicated site dominates the serps with a simple speed test tool, and assuming the cost of traffic is even a fraction of what SEMrush reports, its quite impressive:

Broadband speed checker

Recruitment / Jobs

best job in the world

Do you remember that Queensland campaign about getting the best job in the world? Well, thats an extreme example of how well a recruitment campaign can be used as part of not only a content marketing, but a complete advertising campaign. And it’s not s the only other clever recruitment campaign either – the Apprentice started off as a serious search for someone to work for Lord Alan Sugar.

I know that most brands cant go to those lengths, but there is no reason why clever usage of recruitment cant be used as part of a content strategy. Malcolm Coles once caught the robots.txt file of the Daily Mail advertising SEO positions.

And a number of jobsites have put out some very clever adverts:

lifes too short

You can always have fun with recruitment adverts, regardless of your niche. Some of these will go viral, getting you better job applications, while some will gain you links. The key is to get the right message, and the right distribution strategy, pretty much like any other content marketing.


Most businesses generate copious amounts of data. While data is big business in itself, it is also a great way to generate content. Even the most difficult niches to generate links for do well with data as their strategy – just take OK Cupid’s no defunct blog. This piece for example generated insanely high shares, not to mention the fact that their data as a blogging strategy got them large numbers of high quality links:

OK Cupid Links


People love seeing easy to digest stats. And apart from just educational purposes, marketers and bloggers everywhere love to quote these, which makes statistics as a content marketing strategy a pretty good one. And although businesses tend to have a lot of interesting internal statistics, it isnt necessary to use your own, combine statistics with curation and lists and you could be on to a winner, see HubSpots Marketing Statistics page for example (which is a mix between their own statistics and data from other third parties):

Hubspot Statistics backlinks

Data learnings

Online marketers often use data learnings to drive traffic, social shares and links. That doesn’t mean any other business cant do this, the OKCupid example that I highlighted earlier is a perfect example of this.

OK Cupid Odss

Industry Insights

A couple of online marketing agencies email and mail out industry insights each month to prospective clients (I get about 10 at least a month!). The great thing about industry insights is that the data is usually available freely in many formats, and if you really want to go all out, high subscription level tools such as Hitwise have data that the average marketer may not have. Building this into a useful digestible piece of information can go a long way into not just gaining you leads, customers and links, its a great way to establish yourself as an authority.  The same way, any business can really use this, provided the right idea and skills exist. RuderFinn for example created this pretty neat tool called the intent index:

Intent Index

Its a pretty cool looking tool, with interesting data – but if you dig deeper, its actually quite simple to build given the right resources.


Trends are very common in the B2B market, however I dont really see why trends cant be used as content for say B2C markets. Take for example large retail sites with hundreds of products. Most have “best sellers” lists. The thing is, these can and do represent the latest trend in buying – which means that that data can be leveraged into encouraging others who havent thought of buying whatever the latest trend is into buying. A weekly “trends” report via email, driving subscribers to a landing page with the best selling products, how they are being used, and a user generated piece with images maybe would work quite well for a fashion site for example. Topshop have gone a bit towards this goal, but missed the mark in my opinion:

Topshop Trending Page

Next have actually done it better with their Style Radar:

Next Style Radar

Interactive Entertainment and Education

Like I have reiterated in this piece often enough, most of these ideas and categories overlap one another. However I would be remiss not mentioning interactive content that is built to either educate or entertain. Games are a major time-sink these days, for example, quizzes are big business – QuizUp and Playbuzz both major sites in this arena:

playbuzz social traffic


If you have any doubts about the value of quizzes as a content piece, even after seeing the social share data above, then take a gander at these official figures from PlayBuzz:

playbuzz stats

That is 350 MILLION users, 10 MILLION shared items. People love doing quizzes and if you can build your own, either using a ready made platform, or even better a custom one that allows lead capture, then you could do fairly well.

Polls and Surveys

Earlier on, I have talked about how to use polls and surveys can be used to create content, but they in themselves could actually be a well placed content tool.


The most downloaded game in the world as of current statistics is Trivia Crack. Like quizzes, Trivia is a very attractive content tactic that some businesses use very well. The Telegraph for example have a page on Children’s Trivia – and yes, the SEO in me peeked into its backlinks:

telegrapgh childrens Trivia


In my experience there are two types of competitions, competitions where you win prizes (whatever form they may be in), and competitions where you win “Kudos”. Both have their merits, though  the former is better for lead generation, while the former is better for gamification. Either way, competitions ought to be in every content marketers toolbox, and to be honest there is so much that needs to be written about competitions that I will tackle it with a follow up post. Rest assured, competitions are big business in the lead generation niche.

Widgets and Calculators

I have talked about tools early on in this post, but here I specifically concentrate on tools that entertain or educate as part of an interactive environment. Although not all tools need be accurate – Prezzybox have this Christmas royalties calculator which got decent social traffic and links:

prezzybox shares

prezzybox links

What’s more, I think they hinted that this calculator wasn’t exactly kosher…

* Whilst our boffins are super clever and know their pop, this is still our opinion and our own calculation based on an algorithm that we have devised. Whilst we think it’s pretty accurate there’s a significant chance that it’s completely wrong! Don’t shoot the messenger…

Interactive Infographics

Infographics have hit the mainstream a long while back and the only reason they arent on this list as their own entry is because I see most infographics as a mechanism to display content, rather than content itself. Most infographics will have elements of data, survey results, facts, statistics, etc. However I would like to separate interactive infographics, as they, although have most of these too, encourage user engagement, which is key. Mix it up with a guide, and you have a very good piece of content, like this Hitreach piece on the perfect webpage:

hitreach anatomy

What about links?

hitreach anatomy links


If you have learnt one thing from Candy Crush and Angry Birds, it should be that games are BIG business. Games are a great way to keep people coming back to your site, and if built well, these can really drive up consumer recall. Fun Fact – did you know that Yahoo have Yahoo games with a high number of players for each game?

Yahoo GamesBut if you want to see a real life example, Magnums Pleasure Hunt is a good one:

magnum pleasure hunt

And as usual, if you are wondering about the links…

magnum pleasure hunt links

There is more. Much More.

At current standing this content guide is nearly 12,000 words. And I haven’t managed to cover everything. Please bookmark it, as I will continue to add more areas, useful resources, and detailed strategies for as many of the areas above as possible. If you can think of more, let me know in the comments and I will keep adding. Test: Matt Cutts Said Refugeeks is the BEST SEO Blog

Please also share this post, email it to your list, link to it. Its my biggest reward for working on it.



Content Ideas
User Rating: 3.9 (19 votes)
Rishi has been a consultant in online marketing for over 10 years, specialising in SEO, PPC, Affiliate Marketing, Email and Social Media. Over the years he has worked with many brands as well as many small businesses.
  • Dale Reardon

    Wow – I am impressed by how thorough this post is – it would have taken a lot of time and effort and is much appreciated.
    I’m building up my blog:
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    I shall add your RSS feed to my reader as well.

  • Jeseph Meyers

    Wow, what a mega resource. Will be saving this as a reference for sure! I appreciate the table of contents ;)

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  • Callum

    Awesome post but one dislike would be that all the examples are from big brands. How about some examples of small businesses that were able to make a success, because I reckon more small businesses will be reading this than The Onion, OK Cupid etc.

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  • Crazy Boy

    Just came thru this post from your tweet. Really impressive. The customer centric ideas for content generation blew-up my mind. Will definitely put some ideas in action very soon.

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    Awesome long-read! Inspiring and motivating. After reading this post you’re probably gonna boost your ideas! Thanks!

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    Another winner from you Rishi, a very comprehensive list of ideas that only someone with real life experience can offer. Haven’t seen you active in a long time, how’s it going? Guess your projects are keeping you busy.

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