Content Marketing works like magic in any industry. Whether you have a blogging site or an eCommerce store, a well-drafted and executed content marketing strategy changes the game.
According to the research conducted, content marketing levels up the conversation ratio six times higher. To be more precise, two sites – one with content marketing execution and another without content marketing had major differences in website traffic and performance. The one with an eCommerce content marketing strategy was having a 2.9% conversion rate while the other one had only 0.5%.
This clearly demonstrates the power of content marketing strategy for an eCommerce store and its conversion ratio.
Running an eCommerce store is not an easy task at all. Planning and executing content marketing strategies is another big task second to eCommerce business strategy. To ease your eCommerce content marketing efforts, we have discussed the effective and best eCommerce content marketing strategy for 2021-22.
So, let’s have a look at the detailed description of the content marketing strategy for your eCommerce store.
Before understanding the content strategy, let’s understand its definition first.
What is Content Marketing?
Content Marketing is a term that describes the strategic marketing approach based on creating and distributing content on a regular basis. It helps a business in creating long-lasting and valuable content to retain your target audience. Moreover, it results in higher conversion rates.
According to another study, 87% of customers analyse the online presence of the business before making a purchase decision while 53% of people check product reviews before moving forward. With the advancement of technology and business, customers are becoming more smart and alert than ever before. Implementing the right eCommerce content marketing strategy supports you in overcoming all of the obstacles and hurdles of the eCommerce business.
In this blog, we are going to talk –
1. Drafting Your Content Marketing Plan –
It is no surprise that content is king. Your content variation and distribution decide its effectiveness.
The first step is to make a rough outline of your content marketing strategy. Start with a single platform and then expand it to multiple platforms with multiple content formats.
For example, starting with publishing how-to guides on a website and then creating YouTube videos for the same to explain more effectively.
Same wise, address all the questions and queries your target audience may have and answer their questions to improve your brand awareness and visibility.
Identify the type of content (text-based, audio-based, video-based) that works the best for your business and stick to it. Have some similarities in your content (brand colours or writing pattern) so that your audience can quickly understand and identify you.
All of these will match the standards of search engine platforms and you will start performing as you execute your content marketing strategy step by step.
2. Creating a Content Calendar –
Once you are clear with the content subject and format, it’s high time to create a content calendar for better planning, execution and tracking performance. When you plan your content in advance, it supports you in setting it with the business goals you want to achieve and schedule it accordingly.
Sometimes with heavy work pressures and other important deadlines makes you forget about posting your content. In such cases, creating and scheduling your content in advance is the best way to execute your content.
Additionally, planning things in advance helps you in creating long-lasting and related campaigns; making your content more effective. Plan your content in advance for at least a month – the best practice all big brands follow.
3. Distribute, Distribute, Distribute –
Finding the right audience and marketing your content to them is the most significant part of a content marketing strategy. If you are producing a lot of content but not distributing it, there is no meaning to it. It’s like bringing the best gift to the party but not giving it to the host.
The ideal creation-distribution ratio is 20%-80%. Distribute your content as much as you can. Leverage all the social media platforms, online publications and community-based groups to market your content.
It is very important to market yourself every day and every time you get a chance to add value to your buyer’s life. Be consistent with your creation-distribution process to get the best outcomes.
4. Ask appropriate questions while creating your eCommerce content strategy –
Content Marketing gives you the best results only when you plan it with the right objectives and goals. To make the best eCommerce content marketing strategy, ask these questions and answer them as clearly and as precisely as you can to draft the best.
What is the purpose of creating and publishing your content?
How will your content add value to your audience?
What kind of content will you create?
Which distribution platforms will you leverage and how?
How will you track and analyse the performance of your content?
Getting satisfactory answers to all the questions is the indication that you have the right content strategy in hand.
5. Keep Experimenting with Your Content Format –
The one thing that all businesses need to understand is that audiences don’t prefer only one type of content. Some may like videos, some audio and some writing. So keep your content as diverse as possible.
Produce content that can be converted into multiple formats. Reuse your blogs for video and podcast content and vice-versa.
Some of the most popular content formats are inclusive of videos, blog posts, how-to guides, case studies, infographics and podcasts. Leverage all of these formats and rule the heart of your target audience. Plus, people love to see product reviews, curated content, testimonials, relatable humorous content, so include all of these in your content marketing strategy.
6. Reuse and repurpose your content to multi-format –
Being smart with your content strategy is the only way to make it more impactful and accessible. Draft your content strategy in a way that it can be used for various content formats.
Link your earlier content to the latest ones and keep reminding people about your content through various channels. Use the same information for blog posts, videos, podcasts and infographics.
As you will be using multiple formats, you will be presenting information in different ways, and that’s the beauty of a dynamic content marketing strategy.
7. Engage with your audience on social media –
Social media has become an inseparable part of our daily lives and we actively remember those brands and businesses that appear in our feed.
According to HubSpot, “There are 2 billion active social media users and the number is increasing at a rate of 25% year over year.”
The significance and importance of social media are undeniable. Identify your target audience on social media and show up in their feed with consistency. Understand the algorithms, engagement response and plan your further strategy accordingly.
8. Blogging Bang –
Blogging is the most effective content format when it comes to using content for SEO purposes. In the earlier days of the internet, blogging was the king of all formats. People used to read like crazy and consider the words of the internet as a verdict. Though there are more content formats now, blogging still has the same effect on many people.
Creating how-to guides and product instruction and publishing it on your website is the best way to add value to your target audience.
Publish at least 2 blogs a week to see the most fruitful results. Running paid ad campaigns along the way is like having a diamond in the crown.
Using these blog posts for generating backlinks is the best way to strengthen your SEO strategies and activities.
9. Leverage Influence Marketing –
People get connected to people and many times they make purchase decisions suggested by their favourite influencers. Plan a marketing campaign with industry influencers and reach new audiences. As influencers are popular in their respective field, it levels up your conversion ratio.
There are many tools that will help you with filtering out the best influencers by analysing their followers, engagement rate and overall growth ratio.
Influencer marketing is surely one of the best ways to grow the sales of your eCommerce store.
10. Email and SMS Marketing –
Did you know that 14% of people make a purchase with promotional emails and 78% of users open a promotional text at least once? Email marketing and SMS marketing is the primary promotional strategy for almost all the eCommerce businesses.
It provides a higher ROI and customer retention ratio. Automate welcoming mails, promotional mails, festival wishing emails and personalised emails to be in the mind of your audience. Moreover, it is a great way of driving more traffic to your website followed by better sales.
11. Quality > Quantity
Producing quality content is always worth more than creating pointless quantity content. People always appreciate short, sweet and quality content. No one would prefer lengthy and boring pieces of content. So focus on quality rather than quantity.
Answer the questions your audience has in simple and sober language. Use context and language which is common and easy to understand.
12. Leveraging UGC –
User-Generated Content (UGC) is the highly underrated yet most authentic content format a brand can have. When you share your customers’ stories with people, your brand becomes more relatable and reliable.
Share success stories of your customers or if you are a cloth selling store, reshare the posts and stories whenever they tag or mention you in their stories. Plus, running an online contest and encouraging users to participate by rewarding them is the best way to engage with your audience while getting user-generated content.
13. Product Guides –
Product guides are the best way to instruct your audience and solve their queries in a quick way. By providing in-depth information about your product, you are essentially pursuing them to make a purchase. Create how-to guides in multiple formats and languages(if your store is international) to ease the buyer’s understanding.
Moreover, when you explain about your products in detail, it ensures that you have enough knowledge and expertise about the thing you are advocating. So, it improves your brand trustworthiness and loyalty.
14. Keeping update and following the latest social media trends –
People love watching trending and viral things as they are entertaining and they don’t want to miss out on them. As an eCommerce brand, following the most popular and relevant trends makes you popular and cool among your followers and finds your brand cooler. Don’t forget to use relevant hashtags to get better reach and visibility.
15. Storytelling –
People love engaging with stories. When you tell a story related to your brand and products, it is more likely to connect with people and they feel connected to your brand. By focusing on storytelling, you improve the chances of conversion ratio and higher traffic.
Emotional elements of your storytelling must be strong enough to resonate with your audience. Reflect their values and beliefs, their identity, their views to make your story more impactive and thought-provoking.
Final Words –
Content Marketing is the best way to drive more traffic and sales to your eCommerce store without any doubt. But developing and executing an effective eCommerce strategy is not so easy and reaps fruitful results after some time.
Understanding online search tendencies and drafting a content marketing strategy accordingly is the best way while producing content in a format that is popular among your target audience.
Following the steps mentioned in the blog will definitely help you to navigate your path of creating an eCommerce content strategy. If you still have any questions or doubts, you can ask us in the comments section below!
Looking for eCommerce experts to help you with SEO and Content Marketing strategies? Mail us at firstname.lastname@example.org and we will pop up in your inbox soon! 🙂
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