ecommerce content marketing 101

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  1. 1. ECOMMERCECONTENTMARKETING HowtoDevelopaWinning ContentMarke4ngStrategy 1
  2. 2. AboutDarrenDeMatas DarrenDeMatashasanMBAinInternetMarke4ng,but hangshishatonadecadeofexperiencemakingretail brandsprotable.HesmarketedglobalFortune500 companiesandsmall1-manecommercenichebrands. HeisaChris4anthatsome4mesmixesbusinesswith pleasure:) CopybloggerCer4edContentMarketer GoogleAdWordCer4ed. KeywordResearch101 2
  3. 3. TheFirstStep UnderstandYourTargetAudiences 3ContentMarke4ng101
  4. 4. UnderstandingYourAudiencesandOutcomes ContentMarke4ng101 4
  5. 5. CustomerCentricContent 70%-80%OfYourContentMix Connect,Inform,BuildTrust,andPersuade ClearValueProposi4on ProductDescrip4onsThatUseTheirLanguage EngagingBlogContentThatAppealsToLifestyle ContentMarke4ng101 5
  6. 6. VALUEPROPOSITION HowToConveyTrustandSelf-ExpressionIn50ms 6ContentMarke4ng101
  7. 7. WhatIsAValueProposi4on? TellsVisitorsWhyTheyShouldBuyFromYou andNotYourCompe4tor ValuePropShouldQuicklyConnectToYour CustomersSelfInterest NeedstoBeClear,Credible,andConcise ContentMarke4ng101 7
  8. 8. WhatDoesAValueProposi4onLook Like ContentMarke4ng101 8 Headline: AppealsToSelf Interest Sub4tle: Clear,Concise, Credible. Visual: HighlySpecic
  9. 9. TheQuickstartGuideToDevelopingAValueProposi4on DevelopAPersona(MarriedGuy,Stylish, Outdoorsy) TurnFeaturesIntoBenets FindWhyCustomersBuy(IdeallyYours) UseThatLanguage(Verba4m) ContentMarke4ng101 9
  10. 10. HowToTurnAGoogleSearchIntoaPersona ContentMarke4ng101 10
  11. 11. Persona#1:Shirly ContentMarke4ng101 11 Headline:TakeTheFirstStep TowardsAMoreHealthyHome Sub:tle:Organicfooddeliveryis cheaperthanyouthink.You cantaordnottoeathealthy. Image:MomInSimpleKitchen EmptyingBagOfGroceries WhileLookingatAlen4ve Child,WhileHusbandHelpsKid WithHomeworkInBackground CTA:STARTLIVINGHEALTHY BusinessTest:DeliverSlower, PriceLower?
  12. 12. Persona#2:Fiona Headline:RestoreAHealthyBalance,NoDie4cianNeeded Sub:tle:EnjoyThePowerofHealingOrganicFoodDelivered DirectlyToYourDoorstepEveryFewDays Image:FitWomanWithBoxOfFoodWalkingInsideNice Apartment CTA:FINDTHEFOODYOULOVE Business:DeliverFaster,PriceHigher? ContentMarke4ng101 12
  13. 13. CustomerSurvey TellusaboutyourselfYourhobbies,job,age,gender,anything elseyouwanttoshare Whatdidyoubuy? Whatwasthereasonyouboughtit? Whatmatersmosttoyouwhenshoppingforproductslikethis? Didyoucheckanyotherwebsiteforthis/similaritem?Whatmade youchooseXXX?(overotheronlinestores) Whatdoubtsorhesita4onsdidyouhavebeforebuyingfromXXX? Wastheresomethingthatnearlystoppedyoufrombuying? Didyouhaveanyques4onsyoucouldn'tndanswerstoonour website?Whatwerethey? ContentMarke4ng101 13
  14. 14. HowToTurnFeedbackIntoAPersuasiveValueProposi4on MEMORABLEPHRASES WHATPEOPLEWANT WHATPEOPLEAREINPAINOR EMOTIONALLYREACTINGTO COMMONQUESTIONS ThoseBecomeYourHeadline,Features,CTA ContentMarke4ng101 14
  15. 15. PRODUCTDESCRIPTIONS HowToGetYourProductsFoundOnGoogleand LovedByCustomers 15ContentMarke4ng101
  16. 16. 5StepsForGeungFoundOnGoogle ContentNeedsToBeOriginal ContentNeedsToBeSubstan4al UserGeneratedContentHelpsAlot Op4mizeForCore,RelatedKeywords SneakMediumHeadKeywordInPageTitle ContentMarke4ng101 16
  17. 17. BlazeThroughYourInventoryWith ProductDescrip4onsThatSell WriteForAPersona TurnFeaturesIntoSelfInterestFulllment UseToneFromYourPersona LayerCri4calInforma4on ContentMarke4ng101 17
  18. 18. 3ProvenBlogContentIdeasThat CustomersLove 18ContentMarke4ng101
  19. 19. 1.AddARecentlyPurchasedPage ContentMarke4ng101 19 MostSharedPageOnSite Over121KShares IdealForCustom
  20. 20. 2.CreateABuyingGuideFocusedOnCustomerQues4ons ContentMarke4ng101 20 Almost6KBacklinks Photos,VideoandLongForm Content
  21. 21. 3.CreateAMonthlyGiveawayPage ContentMarke4ng101 21 Over16KShares 200Backlinks
  22. 22. ECOMMERCEBLOG HowToTurnYourBlogIntoALinkMagnet 22ContentMarke4ng101
  23. 23. ATypical(Sucky)EcommerceBlog NoOneIsSharingorCommen4ng EveryPostLooksLikeAProductPitch ItisMostlyAboutYou YourContentOnlyAddsValueToBuyers ContentMarke4ng101 23
  24. 24. WhatAboutYourOtherAudience? ContentMarke4ng101 24
  25. 25. WhyYouReallyNeedABlog ContentMarke4ng101 25
  26. 26. HowToFunnelLinkJuiceToYourProducts ContentMarke4ng101 26
  27. 27. AProven4StepProcessToCreateHighlyShareable Content TypeYourNiche/KeywordIntoBuzzsumo FindAShareableTopic AnalyzeAr4clesWithALotOfShares ProduceAnEpicPieceofContent(Long Form,WithCustomGraphics) ContentMarke4ng101 27
  28. 28. 3WaysToGenerateTracandSharesBeforeYouHitPublish InuencerPre-Outreach ExpertInterviews ResourceGuides ContentMarke4ng101 28
  29. 29. HowToGetYourContentInFrontOfInuencers WithoutBeingPushy BeforeYouPublishEnterYourTopicInto Buzzsumo FindInuencersThatSharedSimilarContent ExportInuencersandEditSpreadsheet ImportIntoBuzzstream SendTheHeadsUpEmail ContentMarke4ng101 29
  30. 30. InuencerPermissionEmail EmailSubject:Quickheadsupon[Topic] Hey[Name], ImemailingyoubecauseIno4cedthatyouTweeted[SHAREDARTICLE TOPIC]theotherday.[SOMETHINGPERSONALex.Notsureifyouno4ced, butIactuallydroppedacommentonit.] Anyways,Ihaveanar4cleabout[TOPIC]comingoutinafewdaysthatIthink youlllike. Wantaheadsupwhenitgoeslive? ContentMarke4ng101 30
  31. 31. InuencerFollowUpEmail EmailSubject:re:Quickheadsupon[Topic] Hey[Name], Justwantedtogiveyouaquickheadsupthatmyar4cleon[TOPIC]islive: [MYARTICLETITLE](hyperlink) Ifyouhaveaminute,Idloveforyoutodropacommenttotellmewhatyouthink. Thanksforcheckingitout! [SIGNATURE] ContentMarke4ng101 31
  32. 32. HowToGetYourContentInFrontOf Bloggers A}erYouPublish,EnterYourTopicInto Buzzsumo FindPopularAr4cles ExportAr4cleTitle,Author,URLInto Spreadsheet ImportIntoBuzzstream SendTheYoudLikeThisEmail ContentMarke4ng101 32
  33. 33. BloggerHeadsUpEmail EmailSubject:Ques4onabout[YOURARTICLE] Hey[Name], Iwasresearching[TOPIC]todayandIcameacrossyourar4cle:[YOURARTICLE]. Nicework!IaddedittomybuerqueueJ Anyways,Ijustpublishedsomethingabout[TOPIC]theotherday: [MYPAGEURL] Letmeknowwhatyouthink! [Signature] ContentMarke4ng101 33
  34. 34. NicheExpertInterviews:CreateIncredibleContentWithoutWri4ngaWord UseGoogleSearchQueriesToFindIndustry Experts FollowThemOnSocialMedia,SignUpForTheir Newsleler,CommentOnTheirBlog,StalkThem OnDisqus AskThemIfTheyAreWillingToDoAnInterview PublishPost LetThemKnow ContentMarke4ng101 34
  35. 35. NicheExpertInterviewEmail Subject:Groupinterview,youin? Hey[Name] Iamreachingoutto[NICHE]expertsforapostabout[TOPIC].Iwouldlovegetsomethoughtsfromyou regardinganyofthefollowingtopics: 1. ShortResponseSubtopicQues4on 2. ShortResponseSubtopicQues4on 3. ShortResponseSubtopicQues4on Ifanyofthoseques4onsjumpatyou,feelfreetorebackwithashortresponse.Iknowyourebusy, soashortresponse(50words)ismorethanenough.Ifappropriate,feelfreetoprovidelinkstoany blogpoststhatyou'vedone. TobeincludedintheinterviewIwillneedyoursugges4onsby[DATE]. Thanks!!! Name ContentMarke4ng101 35
  36. 36. NicheExpertFollowUpEmail Subject:Werelive,[Name]! Hey[Name], Justwantedtogiveyouaquickheadsupthatourexpertroundupislive: [MYARTICLETITLE](hyperlink) Thanksagainforyourcontribu4on. Pleasegiveitashareifyourfollowerswouldenjoyit! Thanksagain! [SIGNATURE] ContentMarke4ng101 36
  37. 37. ResourceGuide 1. UseGoogleSearchQueriesToFindIndustry Resources 2. AggregatethemInAnEpicBlogPost 3. PublishPost 4. ReachOutToPeopleYouIncluded ContentMarke4ng101 37
  38. 38. RoundUpEmail Subject:You'reinour[TOPIC]resourceguide! Hey[Name] Justaquicknotetoletyouknowthatweincludedyourar4cle,XXXXinourlatestpost: [MYARTICLETITLE](hyperlink) Ifyouthinkthisisahelpfulresource,willyouhelpusspreadthewordaboutit? Thanks! ContentMarke4ng101 38
  39. 39. Ques4ons? Hitmeupatdarren@selfstartr.com 39ContentMarke4ng101