Content tactics

Practical Content tactics for startups and small teams — how to do each one, an example, and when it backfires.

1. 1 Collect 10 ideas from customer questions
2. 2 Pick 3 repeatable formats
3. 3 Batch film 6 to 8 clips in one session
Awareness
Build a short-form video system for Reels, TikTok and Shorts

Turn short vertical video into a weekly habit with repeatable formats, batch filming and a simple review loop, so your brand posts consistently.

Impact High Effort Medium
Categories: Social Media, Content
1. 1 Collect rival names from sales calls
2. 2 Check searches for "vs" and "alternative"
3. 3 Write a fair page with a facts table
Awareness
Build honest comparison pages

Publish fair "us vs competitor" pages that capture buyers searching for alternatives and help them decide faster.

Impact High Effort Medium + free tool
Categories: SEO, Content, Conversion
1. 1 Ask sales which objections stall deals
2. 2 Pick a customer with a clear before/after
3. 3 Run a 30-minute interview
Awareness
Turn happy customers into case studies

Interview satisfied customers and turn their story into short case studies your sales team can send at the right moment.

Impact High Effort Medium
Categories: Content, Sales
1. 1 Founder posts a lesson or opinion
2. 2 Buyers comment and send DMs
3. 3 Conversations reveal new questions
Awareness
Use founder-led content on LinkedIn and X as your main B2B channel

Have the founder post useful, opinionated content several times a week so buyers know the company before sales ever reaches out.

Impact High Effort Medium
Categories: Social Media, Content
1. 1 Member joins with a real question
2. 2 Gets a fast, useful answer
3. 3 Shares their own tips and wins
Awareness
Build a customer community with a clear purpose

Start a community around a specific job your customers share, seed it with real conversation, and give members reasons to help each other.

Impact High Effort High
Categories: Content, Customer Support, Social Media
1. 1 Release a tool that solves one job
2. 2 Developers find and use it
3. 3 They file issues and contribute
Awareness
Open-source a useful library or tool to reach developers

Release a genuinely useful open-source project related to your product so developers discover, trust and adopt your company through it.

Impact High Effort High
Categories: Content, Partnerships
1. Month 1 Pick 5 to 8 questions your market argues about
2. Months 2–3 Run the survey or pull anonymised product data
3. Month 4 Analyse, write the report and design 10 charts
Awareness
Publish an annual original research report for links and press

Survey your market or analyse your product data once a year, publish the findings, and let journalists and bloggers cite you as the source.

Impact High Effort High
Categories: Content, SEO
1. 1 Spot a success moment in the product or CRM
2. 2 Send a short ask with 3 guiding questions
3. 3 Collect text or video in a simple form
Awareness
Build a system that collects customer testimonials continuously

Ask for testimonials at the moments customers feel success, make it a two-minute task, and route the best quotes to your site, ads and sales team.

Impact Medium Effort Low
Categories: Customer Research, Content, Conversion
Corporate default

Press-release language and stock phrases
Same scheduled post on every platform
Defined human voice

Three voice traits with do and don't examples
Posts written for each platform's culture
Awareness
Develop a distinct, human brand voice on social media

Define how your brand sounds, write it down with examples, and give your social team room to reply like a person so your posts stand out.

Impact Medium Effort Low
Categories: Social Media, Content
1. 1 Invite staff who already like posting
2. 2 Send a short weekly list of prompts
3. 3 Each person writes in their own voice
Awareness
Get your team sharing from their own profiles

Help employees post about the company in their own voice so your content reaches their networks without feeling like spam.

Impact Medium Effort Low
Categories: Social Media, Content
1. 1 Spot the story within hours
2. 2 Check you have a real angle
3. 3 Write a 3-point expert take
Awareness
Newsjacking: add an expert angle to breaking industry news

When news hits your industry, publish a fast, credible take and offer it to journalists while they are still writing the story.

Impact Medium Effort Low
Categories: Content, Social Media
Spammy answers

Drop a product link in every thread
Hide that you work for the company
Helpful answers

Solve the asker's problem in the reply itself
Disclose your affiliation when you mention it
Awareness
Answer questions on Reddit, Quora and Stack Exchange without spamming

Find threads where your buyers ask for help, give genuinely useful answers within each community's rules, and mention your product only when it fits.

Impact Medium Effort Medium
Categories: Content, Social Media, Customer Research
1. 1 List 30 shows your buyers hear
2. 2 Prepare 3 specific episode angles
3. 3 Send short, tailored pitches
Awareness
Get booked as a guest on niche podcasts your buyers listen to

Pitch yourself to small, focused podcasts with the right audience, bring a sharp story, and turn each episode into reusable content.

Impact Medium Effort Medium
Categories: Content, Partnerships
1. 1 Find an angle that is new, local or useful
2. 2 List 20 reporters who cover that topic
3. 3 Prepare facts, photos and a spokesperson
Awareness
Get covered by local and trade press with a real story

Find a genuinely newsworthy angle, build a short list of the right reporters, and pitch them a ready-to-use story with proof and access.

Impact Medium Effort Medium
Categories: Content, Partnerships
1. 5 to 6 weeks before Pick one goal and start building a supporter list
2. 3 weeks before Write the tagline and maker comment, record the demo
3. 1 week before Build the launch landing page with tagged links
Awareness
Prepare and run a Product Hunt launch

Plan a Product Hunt launch weeks ahead so the day brings real users, feedback and a lasting listing.

Impact Medium Effort Medium
Categories: Social Media, Content
1. Invite list and promotion
2. Registrants
3. Live attendees
4. High-intent follow-ups
Awareness
Run a recurring educational webinar series that builds pipeline

Host a monthly webinar on one topic your buyers care about, follow up with attendees by intent, and reuse every recording.

Impact Medium Effort Medium
Categories: Content, Email, Sales
1. Week 1 Pick the theme, prize and judging criteria, write official rules
2. Week 2 Announce with examples, entry steps and the closing date
3. Weeks 3 to 4 Feature good entries and remind people of the deadline
Awareness
Run a user-generated content contest with clear, fair rules

Ask customers to create photos or videos around a simple theme, with written rules, a fair judging process and a prize that attracts the right people.

Impact Medium Effort Medium
Categories: Social Media, Content
1. 1 List firms that share your customer
2. 2 Pitch one concrete joint project
3. 3 Agree roles and lead sharing in writing
Awareness
Run co-marketing with a non-competing partner

Team up with a company that serves the same customers to share audiences through a joint webinar, guide or newsletter swap.

Impact Medium Effort Medium
Categories: Partnerships, Content
1. 1 Pick one surprising idea tied to the product
2. 2 Check permits, property and safety
3. 3 Set up a photo moment and a QR link
Awareness
Run low-cost guerrilla marketing stunts that are safe and legal

Plan small, surprising real-world stunts that get photographed and shared, with permits, permission and a plan to turn attention into customers.

Impact Medium Effort Medium
Categories: Social Media, Content
Purpose-washing

Picks whatever cause is trending this month
Vague claims like "we give back"
Genuine cause marketing

Cause connected to the product and customers
Specific commitment per order or per year
Awareness
Tie a genuine cause to your product without purpose-washing

Pick a cause that connects to what you sell, commit something specific and measurable, and report on it openly so customers can trust it.

Impact Medium Effort Medium
Categories: Content, Partnerships
1. Week 1 Write the one-sentence story and pick who appears on camera
2. Week 2 Script a 60 to 120 second video with a clear problem and payoff
3. Week 3 Film in one day, capture extra clips for cut-downs
Awareness
Make a personality-led launch video that tells your brand story

Plan, script and film a short launch video led by a real person, so your product's story spreads on launch day and keeps working after it.

Impact Medium Effort High
Categories: Content, Social Media
1. Quarter start List awards and lists your buyers actually trust
2. 8 weeks before Collect customer proof, results and quotes
3. 4 weeks before Draft the entry against the judging criteria
Awareness
Earn spots in credible industry awards and "best of" lists

Find the awards and curated lists your buyers trust, submit strong evidence on time, and use any wins as social proof across your funnel.

Impact Low Effort Low
Categories: Content, Partnerships
1. Day 1 Verify the profile, set the real business name and primary category
2. Week 1 Add services, hours, service area, attributes and booking link
3. Week 2 Upload real photos of the place, team and finished work
Acquisition
Optimise your Google Business Profile to show up in local search

Fill in categories, services, photos, hours and posts on your Google Business Profile so you appear in the map results when nearby customers search.

Impact High Effort Low
Categories: SEO, Content
1. People searching for the job
2. Tool users
3. Clicks on the next step
4. Trials and signups
Acquisition
Build a free tool your buyers already search for

Ship a small, single-purpose free tool that answers a search your target customers make, and use it to bring qualified visitors to your product.

Impact High Effort Medium
Categories: SEO, Content, Conversion
1. 1 Find jobs people search for
2. 2 Build a template for each job
3. 3 Give each its own landing page
Acquisition
Build a public template gallery that ranks and leads into your product

Publish ready-made templates for common jobs, give each its own searchable page, and let visitors open them straight in your product.

Impact High Effort Medium
Categories: SEO, Content, Conversion
1. 1 Find a platform where your buyers gather
2. 2 Read its rules, API terms and fees
3. 3 Offer real value inside the platform
Acquisition
Grow by piggybacking on a bigger platform's audience

Build where a larger platform's users already gather, give them something useful there, and bring the best of them back to a channel you own.

Impact High Effort Medium
Categories: Partnerships, Content, Social Media
Typical listing

Title stuffed with every keyword variant
Main image plus a few near-identical angles
Optimised listing

Title leads with brand, product type and the key differentiator
Images show scale, use, contents and a comparison
Acquisition
Optimise your Amazon product listing to rank and convert

Improve titles, images, bullets, A+ content and compliant review requests so your product shows up in Amazon search and wins the click.

Impact High Effort Medium
Categories: SEO, Conversion, Content
1. 1 Find a search pattern with many variants
2. 2 Collect data unique to each variant
3. 3 Design one template around the data
Acquisition
Programmatic SEO pages that rank for long-tail searches

Generate hundreds of search pages from one template and a real dataset, so each page answers a specific long-tail query better than anything else.

Impact High Effort High + free tool
Categories: SEO, Content
1. Ideal customer profile
2. Named account list
3. Engaged accounts
4. Meetings with the buying group
Acquisition
Run account-based marketing on a short list of target companies

Pick a named list of high-value accounts and coordinate ads, content, email and sales touches so each buying group hears one consistent story.

Impact High Effort High
Categories: Sales, Paid Ads, Content
1. Visitor with a specific problem
2. Sees a matching offer
3. Trades email for the resource
4. Uses it and reads follow-ups
Acquisition
Create lead magnets that people actually want to download

Offer a template, checklist or calculator that solves one specific problem in exchange for an email, then follow up with help that leads to your product.

Impact Medium Effort Medium + free tool
Categories: Content, Email, Conversion
1. 1 List 30 prompts buyers ask AI assistants
2. 2 Record who gets mentioned today
3. 3 Publish clear answer pages on your site
Acquisition
Get your brand recommended in ChatGPT and AI search answers

Make your product easy for AI assistants to understand, cite and recommend by publishing clear answers and earning mentions on sources they read.

Impact Medium Effort Medium
Categories: SEO, Content, Partnerships
1. 1 Pick a how-to search with clear intent
2. 2 Check the top videos for gaps
3. 3 Show the result in the first 15 seconds
Acquisition
Make tutorial videos that rank in YouTube search

Publish practical how-to videos built around what people search on YouTube, so new viewers find you for years after you hit publish.

Impact Medium Effort Medium + free tool
Categories: Content, SEO, Social Media
1. 1 Make the help centre public and crawlable
2. 2 Mine support tickets for real phrases
3. 3 Title each article as the problem
Acquisition
Turn your help docs into a search channel

Write and structure help articles so they rank for the problems prospects search, and use them to bring in new users as well as support existing ones.

Impact Medium Effort Medium
Categories: SEO, Content, Customer Support
1. 1 Ship a change users will notice
2. 2 Write a note on the problem it solves
3. 3 Post to the public changelog page
Retention
Run a public changelog that brings users back to your product

Publish clear, regular release notes in the product, on the web and by email, so users see progress and return to try what shipped.

Impact Medium Effort Low
Categories: Content, Email
1. 8-10 weeks before Pick the event, set the offer and order stock
2. 4 weeks before Launch gift guides and content at full price
3. 1-2 weeks before Warm up the email list and early-access sign-ups
Revenue
Plan a seasonal sales calendar around festivals and shopping events

Map the year's key festivals and shopping events, pick the few that matter to your buyers, and plan each one so customers do not learn to wait.

Impact High Effort Medium
Categories: Email, Paid Ads, Content
1. 1 User publishes a page or form
2. 2 Visitors see a "Made with" badge
3. 3 Curious visitor clicks to sign up
Referral
Add "made with" branding to your users' public output

Put a small, tasteful link on the forms, pages, emails and files your users share, so every viewer discovers your product at the moment they see it work.

Impact High Effort Low + free tool
Categories: Conversion, Content
1. 1 User gets a personal result
2. 2 One tap makes a share card
3. 3 Friends see it in their feed
Referral
Make your users' results easy and attractive to share

Turn the outcomes people get from your product into ready-made cards and links they want to post, so every share introduces you to their friends.

Impact High Effort Medium + free tool
Categories: Social Media, Content

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Content tactics

Build a short-form video system for Reels, TikTok and Shorts

Build honest comparison pages

Turn happy customers into case studies

Use founder-led content on LinkedIn and X as your main B2B channel

Build a customer community with a clear purpose

Open-source a useful library or tool to reach developers

Publish an annual original research report for links and press

Build a system that collects customer testimonials continuously

Develop a distinct, human brand voice on social media

Get your team sharing from their own profiles

Newsjacking: add an expert angle to breaking industry news

Answer questions on Reddit, Quora and Stack Exchange without spamming

Get booked as a guest on niche podcasts your buyers listen to

Get covered by local and trade press with a real story

Prepare and run a Product Hunt launch

Run a recurring educational webinar series that builds pipeline

Run a user-generated content contest with clear, fair rules

Run co-marketing with a non-competing partner

Run low-cost guerrilla marketing stunts that are safe and legal

Tie a genuine cause to your product without purpose-washing

Make a personality-led launch video that tells your brand story

Earn spots in credible industry awards and "best of" lists

Optimise your Google Business Profile to show up in local search

Build a free tool your buyers already search for

Build a public template gallery that ranks and leads into your product

Grow by piggybacking on a bigger platform's audience

Optimise your Amazon product listing to rank and convert

Programmatic SEO pages that rank for long-tail searches

Run account-based marketing on a short list of target companies

Create lead magnets that people actually want to download

Get your brand recommended in ChatGPT and AI search answers

Make tutorial videos that rank in YouTube search

Turn your help docs into a search channel

Run a public changelog that brings users back to your product

Plan a seasonal sales calendar around festivals and shopping events

Add "made with" branding to your users' public output

Make your users' results easy and attractive to share

New tactics and tools, once a week