They say content is King, and this is most definitely the case in 2018. However, if you are going to use content to your advantage, you need to have a solid strategy, and your content needs to be engaging, interesting, and add value to the reader.
With so many eCommerce websites to compete against today, simply posting content is not enough. You need to embrace different forms of marketing and make sure that it is catered to your audience and optimised effectively for search engines. With that being said, read on to discover everything you need to know about content marketing for eCommerce sites.
- 1 Become your own media outlet
- 2 Measure everything
- 3 Use content that is photo-heavy
- 4 Embrace a movement
- 5 Creatively answer your FAQs
- 6 Decipher what sort of stories you can gather, package, and share
- 7 Create how-to videos
Become your own media outlet
One way to elevate your content marketing approach is to become a media outlet in your own right. You don’t need to look for publishers when you can become one yourself. This is the best way to become an all-out authority in your space. You can become your own New York Times or Inc. This will help you to build trust and attract a much bigger audience. The content you publish does not need to be overwhelmingly branded. Good examples of this include GiltMANual and GetKempt. Both websites are media outlets in their own right. However, they are run by websites that sell clothing.
How do you expect your business to move forward and enhance its content marketing campaign if you are unsure regarding how you are performing at present? You need to make sure you make the most of engagement metrics, for example, comments, likes, and shares. However, this only tells part of the story, you need to dig deeper than this. How many people are viewing your content? When someone reads a blog post, where do they go next? Where are most of your viewers coming from? What type of content is generating the most interest? Data like this is incredibly valuable, and using it is the only way you will continue to enhance your marketing strategy.
Use content that is photo-heavy
Considering you are selling products as an eCommerce store, it is important that you learn how to incorporate amazing photos into your content. There is nothing worse than using stock photographs, especially the free kind that have been used again, and again, and again! Instead, fill your blog posts with stunning images of the products you sell. Learn how to capture your items in the best light and make the most of the amazing editing apps that are available today, which can easily make you look like a professional photographer. When flanking your blog posts with products, make sure you do it tastefully. It should not come across as self-promotional spam.
Embrace a movement
Social entrepreneurship is something that consumers are crazy about today. People are making active searches for brands and businesses that are working to support causes they care about. Think about your mission and the products that your eCommerce store sells, and look for a movement, non-profit, or cause that you can align with. It needs to make sense for your brand. Once you have found the perfect movement, you can then create content that spreads the word about the mission while promoting your commitment to the cause.
Creatively answer your FAQs
The vast majority of eCommerce websites have FAQ sections on their website to alleviate customer support, answer common questions, and rank in the search engines. You can make the most of this type of content to add some personality to your brand. REI is a good example of this. This is a company that sells camping and sporting gear. In their FAQ, they have incorporated real questions from their customers, and they have answered them via how-to videos, all of which are contained in their ‘REI Find Out’ YouTube channel. These videos not only serve the purpose of answering customer queries, but they ensure that the brand features whenever people search for information on fitting out their bike and such like. You do not have to follow the same approach, but you should look for ways to creatively answer common questions. You should also utilise frequently asked questions to fuel content ideas and boost yourself in search engine result pages.
Storytelling is a key trend when it comes to content marketing in 2018. As the owner of an eCommerce store, it is up to you to determine the sort of stories you can gather and share with your audience. To do this effectively, you need to consider who your customers are, what they care about, what values they share, what they do in their free time, and who their heroes are. You also need to think about your story, how the items you sell assist your customers, why you do what you do, why anyone should care about it, and the message you are ultimately trying to tell through the stories you are sharing.
Create how-to videos
This leads on from the former point regarding creative answers to FAQs. Although REI used these videos to answer FAQs, you can create how-to videos as a promotional content form for placement on various website pages or other platforms across the website. Showing customers how to use your products is a great way to explain what you are selling and to show your users how easy and effective your item is. Your product may be obvious to you, but don’t expect your customers to understand it the way you do. The power of teaching should never be underestimated.
Hopefully, you now feel more prepared for putting together a killer content marketing strategy that will draw in your customers, attract more viewers, and boost your search engine ranking. There is a lot to consider when it comes to putting together an effective content market plan and executing it correctly, but when you get it right, this could be just the thing that elevates your business and brand to the next level.
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