You start planning months in advance for Black Friday. Your paid ads budget is maxed long before anyone starts decking the halls. You know you could be doing more to capitalize on the most wonderful busiest time of year. E-commerce content marketing is where you should be spending your resources.

Here’s an easy and fast way to boost Q4 sales.

Create a gift guide that doesn’t suck.

There are zillions of gift guides out there. Most of them are freaking awful. They’re so boring, no one wants to read them anyway. Your goal is to publish a guide that not only makes your audience want to buy — but is so funny, useful, or weird they share it with their friends.

Follow along with these Dos and Don’ts and you can help yourself to a piece of that glorious holiday profits fruitcake.