IndustryLifestyle
LinkedIn
Top Results
£75,092 Revenue from all channels
21,724 Sessions from all channels
15 months From zero blog to five-figure revenue
The Challenge
Not On The High Street had never had a blog. The entire site was purely commercial and made up primarily of PLPs and PDPs. This meant they had nowhere to host informational content, no way to target top-of-funnel search queries, and no content layer to build topical authority or create internal linking opportunities back to commercial pages.
For a marketplace of their scale, this was a significant gap. Customers researching gift ideas, occasion planning, or product comparisons were landing on competitor editorial content instead of NOTHS.
The Approach
We built the content strategy from absolute scratch. This meant:
First, we made the business case for a blog explaining how informational content builds authority, creates internal linking pathways to commercial pages, and captures longer-tail keywords that product pages can't target.
Then we provided technical guidance on what a blog hub required and advised on site location, branding, and technical setup. NOTHS didn't have developer resource available to build a custom blog, so we worked with their eCommerce team on a workaround solution they could implement without developers, a pragmatic short-term fix that got content live fast rather than waiting for a perfect build.
From there, we created a data-led content strategy covering the first 6 months of topics, followed by ongoing content calendars as each phase completed. Every piece was planned around search demand, mapped to commercial categories, and designed to funnel readers toward products.
The Results
In the first 15 months (December 2024 – February 2026):
- £75,092 revenue from all channels: proving that a well-structured blog drives commercial value far beyond organic search alone.
- 21,724 sessions from all channels: the blog became a useful asset for CRM, social, and paid teams, not just SEO.
- 10,140 sessions from organic search: building a new organic traffic stream that didn't exist before.
- £4,941 revenue from organic search: with organic representing the top-of-funnel entry point that feeds downstream conversions across other channels.
The small organic share of total blog revenue is expected for informational content as organic search captures the research intent, while conversions often happen through return visits via email, direct, or paid retargeting. The blog's real value is as the entry point that starts the customer journey.
What's Next
The current blog hub is a short-term workaround. A custom-built blog with proper CMS functionality, improved internal linking architecture, and richer content formats is in the pipeline and will accelerate performance. The content strategy continues with rolling 6-month calendars driven by search demand and trend data.
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