Unconventional Content Creation: A Success Story

July 24, 2023

Key Takeaway: Using an unconventional approach like creating a comprehensive image gallery relevant to your product can drive significant traffic and improve rankings.

These galleries can also help your customers understand your product better and can provide an additional avenue for promotion and sales.


Hello, everyone. Katrina here from CopySmiths.com. Today, I want to share an unconventional content creation idea that yielded pretty terrific results for a business.

Interestingly, we implemented this idea a few years ago, and it turned an article into a significant hit. However, the marketers managing the blog lost the URL, broke the page, and did some odd things that reduced its performance.

Despite this, I can show you how we produced the content and its initial results.

Noticing a high search volume for the keyword “puppuccino,” we decided to create content around it. However, we didn’t want to write about making a puppuccino like many other blogs. Instead, we decided to create a piece on “101 ways that puppies are enjoying a  puppuccino.”

Over time, this unique content idea became one of the best-performing pages on the site. Unfortunately, the page was later altered and broken, significantly reducing its performance.

The fundamental idea behind this content was simple: create a collection of images of dogs enjoying a puppuccino and add alt tags to these images. Nowadays, we also add a bit of text to each image, enhancing the content’s performance.

One might think that featuring competitors’ products is not a good idea, but showing different styles or use cases can attract significant traffic. In our case, it was a gallery featuring dogs enjoying a “Starbucks Puppuccino.”

After publishing the gallery in early March 2022, it quickly gained traction and began ranking for over 200 keywords in top positions. Over time, it started ranking for more keywords and drew in a significant amount of traffic.

For example, it held the top position for “puppuccino,” a keyword with a volume of about 38,000 searches per month at that time.

However, changes made by the content team running the blog caused the page to drop out of the index altogether. Despite this, the success story illustrates how unconventional content formats like a comprehensive image gallery can significantly help your business.

In conclusion, remember that content doesn’t always have to be textual. Sometimes, something as simple as an image gallery with examples from different areas or competitors can help your reader or customer understand your product better.

Moreover, these galleries can also provide an additional avenue for promotion and sales. So that’s one unconventional content creation idea you can use.

Best way to get in touch: https://www.linkedin.com/in/katrinamckinnon/

Katrina McKinnon


I'm Katrina McKinnon, founder of CopySmiths and Small Revolution. In my 20 years of experience, I have helped online businesses create high-performing content specifically on an eCommerce store's blog. Find me on LinkedIn and Twitter.