3-Step Creative Process for Your Ecommerce Content Marketing Strategy
Content marketing on the Web is evolving the practices of SEO and Internet marketing.
As a result, almost any online business or brand can benefit from creating a content marketing strategy, especially for ecommerce.
The objective behind content marketing is to produce (and share) exceptional content (articles, videos, images, graphics, etc.) in an effort to gain the favor a targeted audience or consumer-base.
Great content can inspire, motivate, and instill loyalty, trust, and confidence in consumers. This can be highly advantageous in a competitive online marketplace.
To help get your creative juices flowing, below I share with you my simple, 3-step process of creating an ecommerce content marketing strategy.
1. Have a Clear, Well-Defined Purpose
Although it's important to have a clear purpose for any strategy, this aspect often gets overlooked amongst content creators.
I personally believe this is because some writers over-obsess about keyword relevancy (to aid their SEO efforts,) or they’re simply in a hurry to finish their content as quickly as possible.
The success of a content marketing strategy will almost always hinge on quality. This is achieved when people engage and share brilliant content, thus increasing its popularity and overall value.
Establishing a clear and well-defined purpose with your content is the pivotal planning stage that will set course for its success. To better define the purpose behind your content marketing strategy, ask yourself:
- who is the primary target audience of my content?
- what benefit will the audience have by engaging with my content?
- what action (or reaction) do I wish the audience to take after engaging with my content?
Clear answers to these questions will help you develop a meaningful content marketing strategy that has righteous intentions.
2. Create Insightful Content that Provides Value
In reinforcing my previous point, the success of a content marketing strategy will mostly hinge on quality. Quality content derives from having meaning, value, and insight. In short, what can offer your audience that induces the ever-powerful "ah-ha" reaction.
For ecommerce, this can be a little tricky. Products and consumer goods are sometimes not the most exciting things to talk about. However, put yourself in the perspective of you target customer. Conjure-up your sense of empathy and ask yourself, "what form of content and insight would I find valuable if I was planning to purchase 'product X'?"
Be an Educator
In addition to finding the best deals, online shoppers are typically scouring for content about product specifications, information, reviews and comparisons.
One of the best ways to meet such needs is to be an educator with your content.
By offering accurate information and helping your audience learn about what it is they are looking for, you can position your ecommerce brand as a credible resource.
3. Be Socially Diverse and Share Your Content
Having a diverse social media portfolio is paramount for almost any online brand. From an SEO perspective, content that gains likes, shares, tweets, and +1's (social indicators) is more likely to earn top search rankings. With SEO aside, socially sharing and promoting your content on various platforms will help its visibility. If you're content is really good, it has greater potential to be shared, and ideally, go viral. In essence, social media is a must-have for almost any business model. For ecommerce marketing, social media helps to retain loyalty and credibility in a brand, while aiding content marketing and SEO.
About the Author:
Tyler Tafelsky is a SEO and content marketing specialist here at Click Centric SEO. Tyler offers over five years of experience as a content writer with a focus in organic search marketing. To learn more, you can connect with Tyler on Google+, or follow him on Twitter.