SEO and PPC take most of the glory for driving your online sales, but let’s not forget about another strategy — content marketing.
Through storytelling – content writing, ECommerce brands and websites can showcase their values and beliefs to appeal to their users. Additionally, content can serve to encourage existing customers to repeat purchases by reminding them to come back.
How To Define Your Audience and Interests
You need to know who you’re talking to. Different buyers will have many different needs, interests, and, ultimately, content preferences. What may be interesting to one buyer may not be interesting to another one. To clearly define different target audiences, it is useful to create buyer personas. For instance, if you are a women’s jewellery retailer, you may want the following buyer personas
- Women buying jewellery for themselves
- Partners buying jewellery for their significant others
- People buying jewellery as gifts
These would be personas would be further defined by demographics, interests and behaviours. They all require different strategies and content so by keeping those audience nuances in mind, will help you generate better content overall.
Consider Different Stages In The Buying Process
By knowing who your target buyer personas are, and what stage in the buying cycle they exist, will help you better tailor your content to address their needs and anticipate doubts or questions.
This buying cycle can be simplified to 3 basic steps: Awareness, Consideration and finally the Purchase.
Content Is Still King
Online content can help you bring new potential customers to the awareness stage by ranking organically for keywords that are related to your online business. If you are looking to nurture potential customers that are in the consideration stage, it is best to create content that highlights your benefits and unique value proposition – USP. The goal is to persuade the potential customer that your product is a must-buy and he must not leave the site.
How To Use Keyword Planner For Your Keyword Research
This free tool provided by Google will help you get key data about the keywords you’re interested in. For instance, the keyword planner can provide keyword volume, CPC, and competition data. Knowing the keyword search volume for specific terms will help you measure the potential success of your “awareness” type of content.
If the topics you’re interested in have no or low search volume, it means that no one is looking for those terms. Therefore, it wouldn’t make sense to write about them because they would not bring any traffic to the website.
Create An Online Calendar
It is so important to get yourself organized. It is also good to create a content calendar to ensure consistency and organization within your team. Just add a column for Topic, Focus Keyword, Deadline, Writer, and Status. Then the content writers, the person publishing the content, and the SEO or marketing specialist can be in sync to create a smooth workflow.
Content should be published constantly with a similar posting schedule for social media to achieve the best results for search engine optimization or SEO.
How To Optimise Your Content Format
There are 3 key things to keep in mind when distributing your online content:
- Content Format
- Distribution Platform
For Articles, Blogs or Guides:
Illustrate the content with images. It makes content come to life.
Short paragraphs are best (about 3 lines). They are easier to scan through than long paragraphs.
Use simple language. Complicated language can be intimidating for some readers.
- Keep it short and sweet. One minute or less is perfect for social media and websites.
- Get to the point. The first seconds of your video are the most important – make your point.
- Add subtitles or in-text. It helps users that watch videos silently.
How To Use Paid Advertising To Promote Your Content
There are literally millions of ECommerce online retailers just like you, following best practices and doing all the right things to the best ability. You’ll need to invest some money in paid advertising to be able to reach your target audience.
One of the best ways to get this additional exposure is Facebook Advertising. With Facebook’s business platform, you’ll be able to create ads for both Facebook and Instagram, applying many different targeting options. For more information contact us for more.