12 Business Blog Post Ideas from London’s Hottest Start-ups

12 Business Blog Post Ideas from London’s Hottest Start-ups

You’ve probably figured out that I’m crazy about great content. I believe in the importance of content. That’s why I’m always looking for ways to support start-ups and SMEs in writing more and better content. So, when I came across a recent WIRED.CO.UK article on the hottest start-ups in London, I got curious about what their “content life”. I’ve been busy curating content and blog post ideas for you.


Related: 12 Engaging Content ideas for Engineering Companies


Start-ups like Monzo, Digital Shadows, Ravelin and mum-tech, Let’s Mush did not fail me. They have been doing their content homework – yay! The result is these 12 blog post ideas from London’s hottest start-ups. I hope you’ll try one each month of 2018.

Monzo is a Fintech company that prides itself on building a bank for the business community. Its website has a strong identity, in addition to blogging a couple of times a week.

Monzo building a bank for everyone - blog post idea - YO! Marketing

Blog post idea 1: Give a Rundown of Your To-do List

On Monzo’s blog, it has a rundown of the company’s to-do list. This includes what they want to achieve for their customers and creates anticipation for new features, events and technology.

Nested is a Property technology company. It has made the property sector fresh and fun, calling themselves: “The estate agents with a difference”.

Nested property tech start-up - blog post idea - YO! Marketing

Blog post idea 2: Publish Customer Stories & Reviews

A whole section of their website is dedicated to customer stories. They get pictures and data from the customer and put together the story. Data includes how long it takes to receive an offer for their house and the % valuation that they eventually get on the sale.

Digital Shadows – As a leader in digital risk and cybersecurity, this start-up uses content to show credibility and build trust with target customers. They have a well-established blog with around 250 blog posts written so far and a resource centre with several whitepapers and data-backed reports.

Digital Shadows Digital Risk and Cyber-security start-up - blog post idea - YO! Marketing

Blog post idea 3: Deep dive into Your Expertise

Digital Shadows oozes credibility through their web content. They go deep into trending topics such as GDPR and cybersecurity. Their detailed reports are easy to download and do not require you to provide an email address. But they leave you wanting to give it to them anyway!

Let’s Mush is an app that helps mums make local mum friends, like a Tinder for mums. It is in a group of apps sometimes referred to as “mum-tech” or “parent-tech”. The app has a growing community in the US, Canada and Australia.

Lets Mush is mum-tech, tinder for mums - blog post idea - YO! Marketing

Blog post idea 4: Address a Common Pain Point

There are a number of useful and humorous articles on the Let’s Mush blog. The writers have a nice way of tackling everyday challenges of being a mother. As a mother myself, I totally relate to these posts. Addressing common pains is a great way to engage with an audience on a deeper level.

Starship Technology is a company building a network of robots. Its founders are the co-founders of Skype, Janus Friis and Ahti Heinla. They are well-funded and they have already run several tests all over the world.

Starship Technology network of robots - blog post idea - YO! Marketing

Blog post idea 5: Re-post Third-Party Press Releases

These guys skip straight to third-party articles that mention them. Wired, The Telegraph and London’s Evening Standard are just some of the places that have written about this innovative start-up. The Starship Press page publishes the first two lines of the articles and then points visitors to the full article on the original third-party website. If you don’t like to write/have time to write but you are getting a fair bit of media coverage, this is one way to go!

Seenit is a content tech startup that helps users to curate stories via their app. With clients like Unilever and Adidas, the company is revolutionizing video story-telling with a combination of community and technology.

Seenit is a video content curation app - blog post idea - YO! Marketing

Blog post idea 6: Showcase Customers Using Your Product

By the nature of their product, Seenit has tons of content from customers using the product. Customers submit their stories, videos and behind-the-scenes scoop. It appears that this kind of content is so popular that Seenit has separate pages for blogs and stories. There are stories from organisations such as Adidas, The Body Shop. The National Lottery and BBC Three. If you have big name clients, this could really work.

Blog post idea 7: Create a Guide

One of the many things that Seenit is good at is helping its users get the most out of the product. Its blog has a number of “Guide” posts like this one, Playlist of Guides to Story Writing and Telling, which offers more value to users and gets them really making the best use of the Seenit platform.

Smarkets is a betting exchange that allows its users to bet against each other. I was impressed with the variety of content that this start-up has curated on their blog. They come across as experts, not just in betting but in software development and data science.

Smarkets is a betting exchange - blog post idea - YO! Marketing

Blog post idea 8: Capture What Happens Behind the Scenes

This company often publishes blogs that give you a good idea of what it would be like to work there.  They also introduce new employees via blog posts. One of my favourite posts is from June this year where their Head Chef, Tony, was interviewed about a day in his life at work. Nevermind the blog post – I was like, “They’ve got a chef?! I want to work there!”

Habito is an online mortgage broker that wants to make it easier to apply for a mortgage. In January this year, the start-up raised £5.5 million in a Series A round led by Ribbit Capital.

Habito is an online mortgage broker - blog post ideas - YO! Marketing

Blog post idea 9: State a Statistic, Then Pose a Question

This blog has great content and advice for homebuyers. In particular, they state a statistic related to their industry and then ask if the reader is part of that statistic. For instance, 43% of Mortgage Holders Paid More This Week – Did You? is a blog that asks if the reader is part of a statistic and then provides 7 ways to get a better deal to avoid paying more. It’s an eye-catching title and the subsequent content is valuable for those looking for a good remortgage deal.

Ravelin is a fraud detection platform that “never stops learning”.  Its clients include Deliveroo and Easy Taxi. The platform reduces fraud incidences by more than 50%.

Ravelin is a fraud detection start-up - blog post ideas - YO! Marketing

Blog post idea 10: Start a Podcast Series

This company writes regular content. But I was particularly fascinated by their podcast series, which hails as the only podcast series that is focused on helping their customers understand the issues of fraud, chargebacks and payments. It is a well-resourced and established podcast. Experts from KPMG, Office of National Statistics and MMC Ventures are just some of the people who have featured on the podcast.

Blog post idea 11: Review New Technology in Your Industry

I got double ideas from Ravelin. Yes, that good! They reviewed Google Cloud Platform on their blog, explaining why they have embraced it at Ravelin. There is also a link to the full case study, which is on the Google Cloud Platform website. If you use third-party tools and you love it, consider collaborating on a case study. The exposure, goodwill and value is a triple whammy!

Hibob is a cloud-based HR management software with the strapline, ” Shaping the future of HR”. The online HR hub wants to change the outdated deposition of HR departments. The start-up recently raised £19.5 million in Series A funding and has expanded to the US.

Hibob is a cloud-based HR management platform - blog post ideas - YO! Marketing

Blog post idea 12: Offer Helpful Tips & Tricks

True to their mission, Hibob has a wealth of tips for HR teams and professionals. On its blog, you will find posts from a range of topics such as how to attract and retain talent, successful onboarding and scaling up company culture. Their purpose is clearly to support HR teams and they do this well through a prolific company blog.

These are the kinds of content that the hottest start-ups are producing. Every single start-up on the list had a form of dynamic, regular content on their website. Content marketing helps to increase brand awareness and credibility. It can educate, motivate, convert and support your customers.

If you have limited time and resources to regularly write on your company blog, get in touch with the team at YO! Marketing today by emailing us at info@yomarketing.co to learn more about our unique content writing services for businesses. We are technical and we are writers.

How to create amazing content from frequently asked questions

How to create amazing content from frequently asked questions

Have you ever considered a purchase but you were put off because there simply weren’t answers to your burning questions? It’s a definite yes for me. I recently moved house and my list of questions over the period of buying, selling, moving and settling in has been never-ending.

Imagine that you are dealing with a company that seemed to read your mind. They know the questions you have before you ask them. Even better – they ‘ve answered them!

When creating content for your customers, it is great to give them new information, tips and tricks. But what could be amazing content, is content that answers the questions they have. The questions differ depending on where they are in their buying cycle. Here are 3 steps to help you to create amazing content based on customers frequently asked questions.

Create Amazing Content: List possible questions

Get a piece of paper, a blank excel page or post-its – however you roll – make a list of questions that customers have asked you before. Stand in their shoes and write down the questions you’d have if you had never met your company or product. Don’t forget to write down questions that potential customers might ask. This is very important because answering these questions properly could increase your sales enquiries. Customers read hundreds of pieces of content before they get in touch with the company. Make sure they find the answer they need.

Create Amazing Content: Segment questions for before, during and after a purchase

You have a bunch of questions now. Make a note of whether these questions are likely to come up before, during or after a purchase. This could help you personalise the content, and make it relevant. Questions asked after a purchase are often ignored so if you do this well, your customers will love you even more. Think about customer care and how you can keep providing crucial answers to questions that come up after the deal is closed – this builds customer loyalty.

Create Amazing Content: Answer the questions

So now, you have to answer the questions. Seek help from your front line support team or technical experts if you need to but ensure you give clear responses to the questions. There are many ways to answer questions. You could provide a simple one-word response if that’s all it requires. For instance,

Q. How long will my subscription last if I do not renew it?

A. 12 months.

Some questions might require one sentence. For example,

Q. Do you also offer social media support?

A. Yes, we do offer support for Facebook and Twitter only. 

But really amazing content gives deeper responses to more complex questions. Such content requires more thought. Here are ways that you might answer frequently asked questions to create amazing content:

Case studies

Providing real-life examples of how your product or service was used is powerful. If you have willing existing customers, ask their permission for a case study. As you write the case study i.e. how a customer used your product, you will be answering many questions about how the product works, what problem it was solving and what the outcome was. You might even be able to use the case study to answer questions around pricing, particularly if you have a complex pricing model or a tailored one that depends on individual customer cases.

Podcast series

Audio listening is a personal favourite of mine. It is growing among busy entrepreneurs and business people so it is a good way to provide content to that audience. This is also a great ‘after purchase’ content that existing customers can subscribe to and tune in regularly. Podcasts help you to talk to your customers as you answer their questions. You could invite guest speakers to support your podcasts, tackling questions that might be outside your area of expertise.

Video demos

If you sell a product, you can do a demo to put online. Make the demo short and focused on a particular feature of your product. It might make sense to create a series of videos for each key feature, depending on what you have listed as frequently asked questions. You don’t need much gear to do these videos. Create software videos with Camtasia for instance. If it’s not software, a good camera phone, microphone and tripod can be all you need to show your product in action.

Encourage customer-generated content

Customer-generated content has been used successfully for campaigns. But this idea can also be used to answer questions posed by your customers. Companies like IBM and Intel created online forums were customers, partners and vendors can ask and answer questions. Other public sites that do this well are Yahoo and Quora, where users can ask questions that other users answer. There are several benefits to customer-generated content such as increased engagement, authenticity and credibility.


Content marketing works best when it is actually solving a problem and answering questions. These are just some ways that you can answer your customers’ questions and create amazing content while doing it.


Have you tried something that really worked? Let us know in the comments.

Did you enjoy reading this article and think it is worth sharing? Then share on social media using the buttons below.
How to Create Content for Each Stage of Your Buyer’s Journey

How to Create Content for Each Stage of Your Buyer’s Journey

Guide Your Buyer’s Journey Through Inbound Content Marketing

Content marketing has become an ongoing business process and a crucial part of B2B marketing strategy according to 73% of B2B marketers.

READ: The Importance of Content Marketing For Your Business

While content creation and distribution are top factors for success, 72% of marketers agree that a strategy for development and adjustment contributes enormously to success.

In creating a strategy, you must consider your target buyer’s journey. One reason that they might not engage with your content is because you provide it at the wrong time. That is, your target buyer is not yet ready to engage with or act on the content you provide. It is crucial that you understand a typical buyer’s journey as this will guide your strategy.

inbound content marketing YO!

The buyer’s journey was the main topic of the HubSpot Inbound Certification training that I recently did. Rich with actionable tips, the course focused on how creating the right content drives sales by being relevant to the buyer’s journey.

Now, what are the stages of a typical buyer’s journey? They are:

  • Awareness
  • Conversion
  • Decision

Stages of a Buyer’s Journey

Let’s take these in turn.
Awareness is the stage where your potential buyer identifies that they have a problem. They might sense that something isn’t right, but they are not sure what it is. At this stage, your goal as a vendor is to help the potential buyer become aware of the problem such that they can define it.

Thereafter, they might start to look for possible solutions. They will want to know how they can solve the problem. Therefore, your goal at this stage is to identify potential solutions to the identified problem.

Now that the buyer knows the problem, and has considered a range of solutions, your goal is to give them the information they need to decide which solution to go for.


Do not try to sell your products or services at the Awareness and Conversion stages. In fact, try not to mention your company at all. Your role at these stages is the role of an educator.

Let’s look at examples of the kind of content you could create at each stage.

At the Awareness stage

Share content that outline best practice for instance, The Ultimate Guide to Writing Persuasive Landing Page Copy. This gives the target customer an overview of what an ideal landing page copy looks like. They then realise how they might not have been following best practices and hence, not getting optimal result. In this example, the target customer probably knows that their landing pages aren’t great but doesn’t know what they are doing wrong. Your Ultimate Guide helps to identify the problem.

At the Conversion stage

Your target buyer is looking for ideas to solve their problem. Let’s say the buyer has identified that they are struggling to generate content within their engineering business. They might come across 12 Engaging Content Ideas for Engineering Companies, which is packed with ideas for content formats that they could implement in their business. You offer solutions to an already identified problem.

At the Decision stage

The possible solutions are known but your target buyer is comparing options to decide. Testimonials, case studies and price comparison content are ideal at this stage of the buyer’s journey. A case study about how employee advocacy worked well in a technical setting might be the key to deciding to go with the vendor that implemented the programme or delivered the tools. Absolutely write about your business’ products and services.

You can also offer free trials and consultative meetings. Do you see how the awareness and conversion stages might not be the right time to offer these? I’d love to know your thoughts and experiences. Comment below 🙂

Photo by Freddy Castro on Unsplash

4 Common Employee Advocacy Challenges and Ways to Overcome Them

4 Common Employee Advocacy Challenges and Ways to Overcome Them

Overcoming employee advocacy challenges could determine the long-term success of your social media advocacy programme. Employee advocacy is a long-term process that aims to engage and influence employees within an organisation such that they acknowledge the need to advocate for their employers in an online setting. It is therefore, not transactional or an “event” so you cannot do it once and move on.


Hence, at the centre of every employee advocacy programme is the need to continuously communicate why employee advocacy matters, and to overcome the challenges that prevent long-term success.


Do the rewards outweigh employee advocacy challenges?

With the increase in employee advocacy in recent years, companies have encountered a host of challenges that could limit success.

Companies that adopt employee advocacy as part of their overall strategy reap many benefits. A Hinge Research Institute and Social Media Today survey reveals some of the benefits. Let’s start by enumerating some of the benefits to the company:

  • 79% of companies see an increase in brand visibility
  • 44.9% realise increased web traffic
  • 11% say that their sales cycle has shortened

And that’s not all. Employees of these companies report direct professional benefits because of taking part in employee advocacy programme:

  • 87.2% of employees expand their professional networks
  • 76% say that the programme helps them to keep up with industry trends
  • 47.2% have developed skills in high demand

With these benefits, it is no wonder that companies strive to overcome the barriers to success in employee advocacy. In this post, we identify the four common challenges in employee advocacy, and how companies might overcome them.

[pb_call_to_action component_description=”book”][pb_call_to_action_first_line]Learn about employee advocacy[/pb_call_to_action_first_line][pb_call_to_action_second_line]4.9 out of 5 stars on Amazon[/pb_call_to_action_second_line][pb_call_to_action_button src=”http://bit.ly/SmartSceptic”]Buy our book[/pb_call_to_action_button][/pb_call_to_action]

We have no content to share

Generating content for employees to share is daunting for many companies. Part of the challenge might be about who will write, approve, curate and manage the content. A good content marketing strategy will support a lot of the effort that goes into developing engaging content. Have an owner for content management and a process for collecting and approving content. Remember that not all your content needs to be written by your company. Look out for other content by third parties and industry news feed that your customers will find relevant.

Our leaders are not active on social media

It is difficult to sustain an employee advocacy programme without the buy-in of your leaders. The ideal situation is that your CEO and senior executive are active on social media, and advocate alongside employees. But the reality is that this is not always the case – and it’s a challenge! Whether or not your leaders are active on social media, leaders should openly support and recognise the value of employee advocacy. Drive engagement through middle managers who can be role models, and are closer to the day-to-day operations. Middle managers are often more visible to employees.

Employees think being on social media is Marketing’s job

The Hinge and Social Media Today survey also reveals that 51.7% of employee advocacy programmes are owned by the Marketing department. While it is common for Marketing departments to own social media programmes, it is not the sole role of marketing. The benefits of social media transcend just marketing so it is important to help employees see why employee advocacy matters, while keeping participation completely voluntary. This is arguably the greatest challenge to companies. The most impactful incentive for motivating employees is the continuous communication of the importance of social media as reported by over 40% of companies.

Employees are worried that they will do the wrong thing

A social media policy and a set of guidelines is one of the first things a company needs to put in place before any employee advocacy programme. If your guidelines aren’t clear or they contradict what you are asking employees to do, you are unlikely to generate participate from your staff. Nobody wants to inadvertently do the wrong thing and risk disciplinary action or worse. Ensure that clear guidelines are easily accessible to employees looking for more information. Have a contact person that can answer any questions about the use of social media in an online business setting. This person should be visible, able to give or organise training at a basic and advanced level for all employees who intend to take part in employee advocacy.

Final words

You might look at the benefits of employee advocacy and think that there is probably just as much in it for the employees as there is for your company. That’s correct! Therefore, communicate why employee advocacy matters and equip your staff with training and guidelines. Ensure that everybody knows where to go to for resources and support. That way, common employee advocacy challenges will not hinder your success.

 Feature Photo by Toa Heftiba on Unsplash
A version of this article was originally published on the Smarp blog on 13 June 2017.
What GE Oil & Gas did to supercharge employees on social media

What GE Oil & Gas did to supercharge employees on social media

GE Oil & Gas supercharges its social media presence

A few years ago, GE Oil & Gas, one of the world’s leading equipment and services’ providers in the oil and gas space, embarked on a series of online experiments. The oil equipment giant trained a cohort of 20-40 high potential leaders to engage online. Becky Edwards was Chief Communications Officer at GE Oil & Gas during this time. I spoke to Becky about GE’s approach to digital interactions. She explains:

The GE team asked this question early on: what would it be like to take this cohort and supercharge them digitally?”

Becky started at GE in 2010 as Global Employee Communications Leader. She describes the internal environment she joined as ‘socially-enabling-digitally’ and employee-driven. Existing internal GE systems allowed employees to comment and even retract offensive comments. She remembers that in 2010, the ability to request a retraction was a progressive capability at that time.

[pb_call_to_action component_description=”book”][pb_call_to_action_first_line]Learn about employee advocacy[/pb_call_to_action_first_line][pb_call_to_action_second_line]4.9 out of 5 stars on Amazon[/pb_call_to_action_second_line][pb_call_to_action_button src=”http://bit.ly/SmartSceptic”]Buy our book[/pb_call_to_action_button][/pb_call_to_action]

GE Oil & Gas empowers high potential staff

By 2012, GE had put together a robust set of guidelines for external social media activities.  This set the scene for Becky and her team to develop a specific training programme for the high potential cohort. The programme focused on how they might use their influence in a digital world. As part of the training, Becky and her team prepared the cohort to showcase their digital know-how at the GE Oil & Gas Annual Meeting normally held in January/February of every year.


The team covered topics such as the importance of content marketinghow to create content for social media and where to publish the content once it is created. They also co-created content with the cohorts. The cohort, now digital ambassadors, applied their knowledge from the training on social channels such as Twitter. They could provide a glimpse of the annual meeting for those not present.

GE Oil & Gas enables more online conversations

Becky explains that having set guidelines isn’t enough. As a result of the experiment, Becky says the team realised they needed to visibly and deliberately give people permission. Contrary to the idea that only the most senior person in the team can have a voice, Becky says,

“We needed to tell employees that it’s OK to have a voice, own what you know and share it”

What would be a good outcome for GE Oil & Gas? Becky explains that social media is an enabler that allows the organisation to:

  • Do more commercial transactions that stem from digital interactions
  • Generate goodwill and positive mind share such that people looking for information can find positive information
  • Position GE Oil & Gas employees as thought leaders in their field
  • Draw potential and existing customers into a deeper conversation

Traditionally, technical experts share their knowledge through conferences for instance. At conferences, the conversation would be one to many people sitting inside a room somewhere. Becky says,

“Thanks to social media platforms, more people can now fit inside that room”


Check out other employee social media examples: Rackspace

Check out tips for starting a social media pilot: 20 tips

Photo credit: momoneymoproblemz, CC 3.0 license, 2014, General Electric Sign, Fort Wayne, Indiana
I interviewed Becky Edwards on September 2015. This is a modified version of a blog originally published on LinkedIn on December 15, 2015

Pin It on Pinterest