How to execute data-driven content strategy for e-commerce?
3 best Content strategy examples for e-commerce
Content marketing is among the best forms of marketing that you can find out there as of now. If you are the owner of an e-commerce business, you should consider content creation and optimisation as an excellent opportunity to take the online store to greater heights. In this article, we will share how you will be able to develop a working content strategy for the e-commerce store. From content planning, content creation to marketing benefits on sales level. Lets’ start.
What is Content Marketing for e-commerce?
Content marketing is where you focus on the creation of original and quality content, which can help you with attracting interested customers to the ecommerce business. This will be a perfect example for non-interruption marketing. You will be offering valuable content with related to the products offered by your ecommerce business. Then people who are attracted to the content you share through the ecommerce business will become loyal customers. In fact, content marketing for e-commerce creates win-win situations for both parties. You will be helping your audience through the delivery of valuable information. In return, the audience will become loyal customers of your ecommerce business and generate revenue.
You can follow multiple approaches when you use content marketing for the e-commerce store. For example, you can focus on SEO or you create only how-to videos or use email marketing. This is where you can share engaging videos on how to use the products that you offer through your ecommerce store, so that customers can use them.
It is also possible for you to include the photos of the products that you sell and use that as a content strategy. This is where you can get the maximum of social media networks. You will be able to use high-quality images on social media and get more potential customers to engage with your brand. This engagement will eventually help you to drive more sales.
Likewise, you can become an online information hub as well. You can publish trending articles with related to your industry. It will surely help you to differentiate your ecommerce store from competition.
What’s Included in E-commerce Content Strategy?
Before you go ahead and build the data-driven content strategy for e-commerce, you should understand what are the basic elements that should be included in it. Then you can work on those basic elements and develop a perfect content strategy along with time.
– Optimize category and product descriptions
The first thing you should do when you develop the best content strategy for e-commerce is to optimize category and product descriptions. They contribute a lot towards the rankings that you can secure in search engines. Hence, you should give priority to this when working on your content plan.
You will be able to do a competitor analysis and figure out the way how categories and product descriptions are written. Along with that, you should do a keyword research and figure out what keywords should be included in the product descriptions. Once you include those keywords, you will be helping potential buyers to locate what you offer. Good point is to enrich product descriptions with video content if possible. Each web shop, depend on product types can add to marketing strategy a mix of video and text content, describing product, benefits or just explaining usage. Good strategy for ecommerce should be data-driven, so if you see in SERP layout video content, follow this recommendation and add video to your website as well.
– Create and optimize specific landing pages
Instead of having generalized landing pages, you will need to have specific landing pages within your e-commerce store. Such landing pages can help you with targeting specific markets and securing more sales. For example, you will be able to have a specific landing page for winter sales during the winter season. Then you can attract people who are looking for winter sales. Likewise, you should be mindful about the trends and demands in the market and come up with specific landing pages accordingly.
It is possible for you to have more than one specific landing page in your e-commerce site. Then you just need to make sure that you are promoting the right landing page to the right audience. This will help you to attract potential buyers and increase more sales at the end of the day.
– Maintain a high quality blog
You will need to maintain a blog in the e-commerce site. The blog you maintain will be able to provide much-needed assistance to you with attracting more traffic through search engines. Most people who use search engines are searching for knowledge. With the help of a blog, you will be able to share the knowledge that they are looking for.
For example, people who are about to go on their vacations would prefer to figure out what they need to pack. This is where they will go ahead and search Google for “Things to pack when going on summer vacation”. If you can have a blog under a similar heading, you can attract such people to your e-commerce site. Then you just need to promote the products that you offer through your e-commerce store to them. This will help you to increase your sales.
How to create ecommerce content marketing editorial plan?
When you are creating the e-commerce content marketing editorial plan, the very first thing you should do is to have your audience and product in mind. Content can help you to attract audience, engage with them, and transform them into revenue generating customers of the business. Therefore, you should make sure that your content focuses on customers at all times. Check that “target audience” in visible during your content creation and distribution process. Also strategy for e-commerce sites vary form other as our KPIs are closer related to sales.
Then you will need to focus on the business goals associated with your content marketing efforts. For example, you will come across the need to attract 100 more revenue generating customers with your content marketing plan. You should keep that in mind when working on the content marketing editorial plan.
The next thing you should do is to have a clear understanding on what you will be able to do. It is better if you can plan your content marketing campaign, so that you will be uploading at least one blog post per week and one Facebook post per business day. Likewise, you can aim for one Instagram post per day, 100 Pinterest pins per week, and one Reddit per week as well. These are only few examples, and you can take a look at the other forms of content marketing, based on your preferences. Then you can develop content topics and allocate them in the editorial calendar. After creating the plan, you just need to follow it, and experience the results that come on your way.
Benefits of Content Planning in e-Commerce
One of the key-benefits associated with content planning in e-commerce would be to enhance the visibility of your online store. You will be able to use content planning to build a community of followers and increase awareness of your brand. This will help you to attract more customers along with time.
Content planning in e-commerce can also help you to enhance your Return on Investment. You invest on building content, and it can deliver you the chance to boost revenue. Another benefit associated with content planning is that it can support you with increasing your search engine rankings. You can bear your competition with search engine rankings with the help of quality and helpful content you create.
To experience all these benefits, you can focus on how to build the best content strategy for your e-commerce business.