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content and also putting yourself on their radar as someone who adopts their work. This strategy works really well when an influencer/industry source has

already created a piece of content, to which you then research their ideas further and add value to the piece. It can also work by using information that the influencer has provided in one of their articles and proving their idea works by creating a case study. This form of content marketing works in all industries and is a great way

to get content ideas and build industry relationships. Top Tips:Read blogs within your industry and follow influencers (on

Twitter) on your subject area to find out what content they regularly produce. The best way is to sign up to their newsletters so you get notified on when they create new content.

Practical & Adds Value Content that adds value can be anything that is specific to an individual.

Value is in the eye of the beholder and if their work or life has been enhanced in any way, shape or form, then you have given value. In this instance, we are focusing more on creating actionable content that

people are able to follow which allows them to achieve a desired result. This content is most commonly found when businesses produce how-to

guides, steps to solve problems, checklists, etc. This particular piece of content not only provides value for your reader

but also builds brand trust. As these pieces of content can take a long time to build (some essential

how-to guides are 5,000 – 10,000 words long), they have a higher perceived value. It is always the case to produce content that adds value, but content

marketing ideas such as these should be an integral part of your business marketing strategy. Top Tips:Do your research by reading forums, blogs and listening to

your customer service/social media platforms. What is the one area that people need help with the most when using your product or service? Think about “how can I add value to my customers by helping them”. For example, a website that sells car radio equipment may create a how-to guide (or video) on how to install the unit in specific car models. Added value creates competitive advantage.

Seasonal & Event Based

Content Content that does particularly well in the majority of industries is usually based on seasonal events or trends.

Seasonal content has an

instant demand and people are far more receptive to content based around key seasons than at any other time. For example, if we created a

piece of content around the best Christmas toys in March, the engagement would be far less than an article placed around November/December. This is the same with

events where brands tend to create content around them to piggyback on the rising


Al Keck is an e-commerce/digital marketing consultant and managing director at retail specialist

demand at that time. Top Tips: Plan your content in line with your own company events or seasonality. If a member of your team has done something for charity, won an award or is planning to create a Christmas gift guide, make sure the press/industry websites know about it before and after.

Product Reviews In this day and age with the increase of online purchasing from a variety

of new and established online websites, personal recommendation is the highest form of marketing. This could either be from a third party review site, a magazine you read or a friend/family member endorsing something you are thinking of purchasing. For these reasons, focusing on creating this type of content alone should

be the highest priority in not just your online but also your off-line marketing strategy. These strategies are tried and tested and an evolution of ‘word-of-mouth’

marketing. A product review establishes trust, social proof that this works (or doesn’t as the case may be) and creates brand awareness amongst your peers. Product reviews can be from industry magazines, social platforms,

newspapers and from websites that your target market read. Top Tips: Source websites/blogs in your industry and approach them

with an offer that you will send them your product or service for them to review. If you are struggling to find third-party blogs/websites to review your products, send an email to your previous customers and offer them an incentive (giſt voucher/discount code) for them to review your products which you can then upload to your website and share on social.

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