Thirty content ideas for logistics companies that are not filler

Ideas taken from what you already do in a normal week. No national days, no motivational quotes, no stock container ships.

The complaint I hear most is that there is nothing to post about. What is usually meant is that the interesting things feel too ordinary to the person who does them every day.

You cleared a shipment that would have sat for a fortnight in someone else’s hands. You know exactly when the Chinese New Year cut-off is. You have an opinion on the rate market that you gave your team on Monday morning.

All of that is content. Here are thirty specifics, grouped by how long each one takes, so there is always something available for the week you have no time.

Ten that take ten minutes

1. A photograph of something being loaded, with two lines on what it is and where it is going.
2. The cut-off date for the next seasonal peak, stated plainly.
3. One sentence on this week’s rate movement on a lane you run.
4. A new starter, with what they will be doing and who to contact them about.
5. A long service milestone. Five, ten, twenty years.
6. The single most common mistake you see on customer paperwork.
7. A document explained in three lines. Bill of lading, CMR, EORI, carnet.
8. Your out-of-hours arrangement, because most buyers assume nobody answers.
9. A photograph of the yard at 5am.
10. One thing that got easier this year and one that got harder.

None of these need design. A phone photograph and three lines of text will do, and often outperforms the polished version.

Ten that take half an hour

1. A lane walkthrough. Collection to delivery, with the timings at each stage.
2. A shipment that went wrong and how it was fixed. Be honest about the wrong part.
3. A comparison post: air versus sea on cost and transit for one real route.
4. An accreditation explained. What AEO actually requires and why a buyer should care.
5. Three questions to ask any forwarder before you appoint them.
6. What changed at the border this quarter, in plain English.
7. A piece of equipment and what it is for. Reefer, flat rack, moffett, double-deck.
8. The cost of getting an incoterm wrong, with a real example.
9. A day in the life of one role, told by that person.
10. Your view on an industry story, with a reason rather than a summary.

These are the posts that build authority, because each one demonstrates knowledge instead of claiming it.

Anything a competitor could publish under their own logo without changing a word is not worth posting.

Ten worth a proper afternoon

1. A carousel breaking down one process step by step. Customs clearance, a Carnet application, a groupage build.
2. An annual peak season guide with dates, cut-offs and booking deadlines.
3. A customer case note with numbers: volumes, transit times, cost impact.
4. A short video walking your warehouse or yard, filmed on a phone.
5. A glossary of the terms customers get wrong, which doubles as a search asset.
6. A lane guide, with commodity notes and documentation, published on your website and posted in sections.
7. An interview with a colleague who has been in the industry thirty years.
8. A before and after on a site, a fleet or a process.
9. A recruitment piece on what the job actually involves, shift patterns included.
10. Your take on where a specific lane or mode goes next, with reasoning you would defend.

How to stop running dry

The mechanism matters more than the list. Three things that work:

• A shared album on someone’s phone. Operations photograph anything interesting. Most of the year’s content comes from this.
• A note in the weekly ops meeting. One standing question: what happened this week that a customer would find interesting.
• A running list in one document. Ideas go in whenever they occur. You write from the list, never from a blank page.

Batch the writing. Ninety minutes a fortnight produces six posts, which is three weeks of cover from one diary entry.

What not to post

Motivational quotes over a photograph of a sunset. National days with no link to freight. Stock images of container ships you have never had a box on. Anything generated wholesale by a machine and posted without a human adding the specifics.

A slot filled with filler is worse than an empty slot, because it teaches your buyers that your posts are not worth reading.