Top 7 Content Marketing Agency Insider Tips for Ecommerce Marketing
Post on 22-Jan-2018
Top 7 Content Marketing Agency Insider Tips for Ecommerce Marketing
Ecommerce MarketingWebsite TrafficOne challenge that most ecommerce brands
face is being able to make an authentic
connection with their audience that goes
beyond just a sales pitch. Connecting with your
customers through compelling content is one of
the best ways to build customer relationships
and encourage repeat business. Of course, this
is no easy feat! But youre in luck. Below, weve
put together some tips that will help you create
ecommerce content like a content marketing
Tip 1 - Get to know your customersThe first step in being able to create great ecommerce content is really getting to know your
ideal customers, including what they need, which challenges they face, and what they find
most valuable. Effective content is not product-focused but rather addresses your target
audiences pain points. Thats why its important to understand your audiences challenges so
that your brand can start connecting with consumers on a deeper level.
You can start getting to know your customers by focusing on demographic data. Figure out
where your best customers live, what jobs they hold, how much they make each year, what
their education is, if they have children, and other important personal information. This will
give you a better idea of who your ideal customers are and what their life is like, which is
valuable when planning out topics and deciding on which types of content and platforms will
Tip 1 - Get to know your customersCreating detailed buyer personas is one way to keep all this consumer information organized
and available to use when you are planning and creating content. Buyer or customer
personas are generalized and fictionalized representations of your target audience. These
profiles allow you to get to know your audience better and help you find new ways to relate
to them on a deeper, more human level.
Using buyer personas can improve your ecommerce marketing content as they help you
narrow down the audience for each piece of content and help you create more value for the
reader. For example, an audience of young suburban mothers will have a different set of
priorities and values than middle-aged business men.
To create customer personas, you will need start by gathering the information you need to
flesh out these profiles. Here are some places that you might gather data from:
Tip 1 - Get to know your customers Customer Interviews Start by interviewing your best customers to get a better idea
about their needs, challenges, and demographics.
Market Research Gather market research to see what types of consumers are most
interested in your product offering.
Competitor Audits Research your competitors to see what types of audiences they are
Social Media Monitoring Monitor social media communities and conversations to better
understand what your target consumers care about most.
This data will help you better understand who your customers are as people. This will allow
you to create target ecommerce content that speaks to the needs and challenges of those
who are most likely to be interested in your product offering.
Tip 1 - Get to know your customers
Tip 2 - Define your ecommerce marketing content goalsOnce you know who your target audience is, it is time to determine what your content
marketing goals are. Most ecommerce brands want to increase add to carts and sales. If you
want to work toward achieving these goals with your ecommerce marketing content, then
its important that you define goals and key performance indicators (KPIs) that align with this
overall business objective.
Here are examples of some goals and KPIs that you might set for your ecommerce content
Increase organic traffic. This is what many brands hope to achieve with their marketing
content. If you want to see whether your content is bringing in more organic traffic, you
might use a KPI like the number of visitors that arrive to your site through a piece of
content they found through organic search.
Increase social traffic. If you want to increase your traffic from social channels, you might
measure the number of visitors who arrive from your social media channels. You can track
which pieces of promoted content they clicked on to get to your site.
Tip 2 - Define your ecommerce marketing content goals Get more add to carts. Ecommerce brands want consumers to add more products to their
carts. A KPI that you may use for your content to measure performance for this goal is the
number of products that are added to a cart from your brand blog.
Increase sales. To measure how successfully your content helps improve sales, you might
track the number of sales that are made from your blog.
These are just a few goals and KPIs that you might use to measure the effectiveness of your
content. When you first get started, its best to stick with about 3 simple goals. Track your
performance over a period of time and make adjustments to your content to influence more
Tip 3 - Understand the customer journey.Buyers go through different steps during the purchasing process depending on where they
are in the customer journey. For instance, someone who has just discovered their problem
may need to do more research to see which products help solve their issues, while someone
who has already done this research may just be looking for the product that can best meet his
or her needs.
The key to developing content marketing that is targeted effectively is segmenting your
audience and creating content that addresses their needs during each step of the purchasing
process. You can use your sales funnel to better understand what your customers need
during each step of this process and what types of content best meet these needs.
To better understand your customers throughout the sales funnel and what types of content
they need during each step, consider the inbound marketing funnel.
Tip 3 - Understand the customer journey Top of the Funnel (ToFu): Top of funnel content is aimed at getting your audiences attention.
At this point, your audience may not know much about their challenges or which products
can help meet these needs. This content should have less of a sales intent and instead be aimed at capturing your audiences attention and educating them. In order to appeal to your
audience at this point, you will want to make sure that your content is focused on them and their biggest pain points.
Middle of the Funnel (MoFu): Once consumers move to this part of the funnel, they have already expressed interest in what you have to say. This is the point where you will start
delivering content that shows them how your products can work to solve their biggest challenges. Many ecommerce brands can skip this step as their customers often go from
interested to ready-to-buy. However, this step is important for those ecommerce brands that sell more complex consumer products.
Bottom of the Funnel (BoFu): In this last step, you have already convinced your audience
that your products will solve their problems. Now, you need to help them better understand which exact products are right for them, the ways they can use your product, and what benefits your product offers over similar products. Your goal with bottom of the funnel
content is to get consumers to make the purchase. 10
Tip 4 - Analyze your industry, and conduct content auditsYou may have some really great ideas for content. However, if every other ecommerce brand
is developing the same content, then there is a good chance that your content will be ignored.
Its important to analyze your industry to see which topics are of most value and conduct
content audits among your competitors to see whats already out there.
A content audit involves visiting your major competitors websites and social channels to see
which types of content they produce. As you look at competitor sites, consider which topics
they cover, what types of content they create, and the frequency in which they create and
publish content. This will give you a better idea of whats already out there.
Once youve performed an industry analysis and competitor content audit, you can see which
topics are overdone and which are of most value to your target audience. Just because your
competitor has covered a certain topic doesnt mean its off limits. Look for new ways to
approach this topic or add additional value for your reader so that you can avoid saying
whats already been said. 11
Tip 5 - Start brainstorming content ideas and decide which formats work bestNow that you have done your research to better understand your buyers, goals, and industry
content, its time to start brainstorming content topics. The best place to start is by making a
list of the biggest challenges that your customers face. Start with the 5 biggest pain points
that cause your audience to seek out solutions.
Now that you have the biggest challenges laid out, its time to start creating topics based on
these challenges. Brainstorm 5-10 different ideas for each challenge. Remember, your goal is
to add value for your audience. Not only should you consider their needs, wants, and values,
but also what they need during each step of the buyers journey. Its okay if all of your ideas
arent great. You can narrow down the list later as you refine your ideas and start building out
Tip 5 - Start brainstorming content ideas and decide which formats work bestOnce youve come up with some killer ecommerce marketing content ideas, its time to
consider which content formats work best. Ultimately, you will want to create a mix of
content from short articles (300-500 words), medium articles (500-1000 words), and longer
articles (1000-3000 words). You can also include more diverse types of content like buyers
guides, product reviews, comparison guides, infographics, and videosyou could even create
this kind of content by repurposing some of your popular blog content
Tip 6 - Develop a content calendarAfter youve come up with some content ideas and decided which format these content
marketing assets will take, youll want to develop a content calendar. Content calendars help
you better plan out your time and resources, while also ensuring that you remain consistent
in your content publishing efforts.
Creating a content calendar is pretty simple. Here are some things that you may want to
include on the calendar:
Tip 6 - Develop a content calendarBe realistic when deciding on deadlines for your content. For instance, while you may be able
to write and publish a blog in one week, longer content formats will take a bit longer. Start
with a 3-month calendar, and make sure that you are planning at least one piece of content
Tip 7 - Promote, promote, promote!The fun isnt over after youve created compelling content assets. If you really want to work
like a content marketing agency then youll need to find ways to promote this content. After
all, your content is only valuable if it finds its way to your audience.
With so much noise in the busy online marketplace, it can be difficult to make sure that your
content reaches its intended audience. For best results, you will want to use a mix of
different content promotion strategies, utilizing owned media, earned media, and paid media.
Heres a breakdown of these different channels and how you can utilize each:
Owned Media Owned media is made up of channels that you own, such as your blog,
email list, and social media accounts. Every time you publish a piece of content, you can
use these channels to ensure that all your fans and followers have a chance to read it.
Tip 7 - Promote, promote, promote! Earned Media These promotion channels are made up of all the people who may be
interested in your content. You have to earn, their attention, but it is often worthwhile
once you do. For instance, this might be industry influencers, investors, industry experts,
or journalists that you connect with, build relationships, and share your content over time.
If you earn their interest, there is a good chance that they will share your content with
others, thus expanding your reach.
Paid Media For some reason, some brands shy away from paid media, but in todays
noisy online marketplace, it is often the best way to get your audiences attention. You can
use tactics like developing Facebook ecommerce ads to promote new content. You may
also consider ads on Google or other websites that your target audience often frequents.
Final TakeawaysIf you really want to get the most out of your ecommerce marketing content, then youll want
to start thinking like a content marketing agency. Now that you understand the different
pieces involved in ecommerce content marketing, you can work to build an effective strategy
and system for creating and promoting content. Though effective content marketing takes
time, it is one of the best ways to build the kind of customer relationships that will keep
consumers coming back to your ecommerce site time and time again. Contact us today for a
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