E-commerce digital marketing plans don’t just divert content from different channels. Effective content marketing campaigns help increase viewership and maximize loyalty. Produce higher quality leadsImprove your content marketing ROI while reducing current costs.
Returning to the e-commerce boom and eventually in-store shopping will increase the cost of acquiring and retaining customers, making it a difficult decision for online retailers.
By addressing these questions, a content management approach can help you solve the problem.
- Why is it essential to engage in content marketing?
- What kind of material does your ideal consumer prefer to consume at different levels of the sales funnel?
- How does content help you reach your goals in terms of KPIs such as increased traffic, SEO, profits, and lead generation?
If you own E-commerce shop If you want to create a content marketing campaign, we’ll show you how to do it in less than an hour. If you understand the basics of digital marketing platforms such as SEMrush and BuzzSumo, it won’t take long. Get ready to hear more about this subject in this comprehensive guide.
Steps Before Working on an E-Commerce Content Marketing Strategy
Before we get started, we need to clarify some points in our minds.
Make your own business case
Simply put, a business case is an explanation of how to add value to stakeholders. Consumer involvement by solving challenges or upgrading current products / processes.
Define target markets and buyer personas
Everyone who may be interested in viewing and engaging your content is your audience. Buyers are members of the community that you can buy from. You need to be familiar with their profile, psychographics, personality traits, and requirements. Their interests, willingness to invest, and their motivation to spend money should all be included.
Make a story-like brand
Brand stories are the reason your company stands. It includes your beliefs, spirit, history, and how you want to be seen. Your brand story bridges the gap between your company’s vision and mission.
Now is the time to do a content audit
You can also create blogs, social media articles, infographics, and even gated content as part of your e-commerce content marketing campaign. Examining these contents will give you the content that your viewers are currently enjoying the most.
To Perform a complete website content auditYou can use SEO platforms such as SEMrush and Ahrefs. The report provides information on the best landing pages, page-by-page efficiency, dwell time, bounce rate, clickthrough rate, and other social media options. It also points out technical issues with the website, such as 307, 403, and 404 redirects.
You can also perform email audits and chatbot application analytics to see if all of these platforms are compatible with your business strategy. For example, CRM integration, email design procedures, email marketing analysis, and chatbot automation workflow testing are ideal.
On the creative side, double-check that your brand components are in place and that your email copy and chatbot personality match your brand image.
Analyze the data
On the other hand, paid marketing campaigns include ROI, participation level, Branded and unbranded traffic, And other metrics provided by the platform. You can also get a compiled report from a marketing tool (such as HubSpot) and make it work easily.
The next move is to download all of these treatises and then review the competitors. If you search an e-commerce store near you and do it well, that would be great. It gives you a rough understanding of where your competitors are spending money on content and how well it is doing for them.
You don’t have to compare or clone apples to apples, so you get a hint of where you need to make changes. Collecting all of these files can take up to 15 minutes, except for email surveys, which take a long time to do from scratch. However, if your communications department is well organized, you can easily create reports. Alternatively, if you have outsourced it to your organization, you will need to send an email to request it when you settle down on another treatise.
Create a content marketing strategy using the timeline
Naturally, the next step is Creating a content management strategy It’s about setting goals. It’s best to determine which locations support your business-wide objectives without risking your investment. Time-sensitive topics, platforms that need to be protected, repackaging materials for better dissemination, and recycling of old items should all be included.
The configured timetable must support the targets and each target must have a KPI. But where do you start? This is a proven way to set goals.
Perform a SWOT analysis of the situation
A SWOT review of your content management plan will reveal what you need to do and the possible rewards for getting it right. You will also learn about the needs of perfect consumer identity. Platform, content type, delivery, frequency, time spent, and interaction rate are all factors to consider.
- Strengths: You can change the content area in a short time with little effort. Screaming Frog and other similar tools can help identify gaps in content that can be quickly filled.
- Weaknesses: Be aware of new channels and information types such as infographics that can be improved. Marketers usually overlook this aspect in favor of content delivery.
- Opportunity: This group includes areas that require long-term efforts, such as building connections. If they play a bigger role in your content strategy or facilitate other tasks, you can focus on them.
- Threats: This group includes initiatives such as large paid advertising.
Create a list of goals that are behind in time
After setting the baseline, we use a “backward goal” approach to determine a practical timetable for each task. If you want to increase your online store’s monthly organic traffic with 30,000 visits over the next 90 days, list where you need it after 75, 60, 45, 30, and 15 days.
It’s a very effective strategy. If you’ve been in the entertainment business for a while, you’ve already noticed that all of the best creative marketers are using it.
Determine how your content can help you meet your customers’ needs
“Integrated brand communication is a way to look at the entire marketing process from the recipient’s perspective.” Philip Kotler is a writer from New York.
Ask the right questions
Ask yourself the following questions to understand how marketing can help your target customers.
- What information does your client want to hear about your product category?
- When and where do they look for this information? What is a platform? What is the format? How often?
- How many different sources can they buy after consuming knowledge?
- How much experience do you need with a buyer before you can buy from an online seller?
Examine the response
Once you have the answers to all these questions, you can create your content using the following structure:
- That (problem) hinders the ability of customers to work well and make money.
- That’s what changes your customer’s table (the situation after purchasing our product, the solution).
- Here’s how to do it right – CTA (Purchase)
BuzzSumo Helps you generate content ideas and find the most common channels for sharing them. Often there is a master resource for each content, making it available in several formats.
Long stories, microblogs, infographics, tweets, social media pages, podcasts, and even videos fall into this category. In this way, you can reach the widest possible audience without having to pay for the same story over and over again. E-commerce stores often fail to market content because they create content for one or two sites, struggle to keep up with the competition, run out of budget and then give up.
Keep in mind that content marketing is about creating faith and it takes time. A small, steady effort, rather than a short and costly burst of exposure, drives you to the top at a relatively low cost.
Expert marketers can spend 30-40 minutes performing this exercise for SMBs. Still, progress can take as long as necessary, as it only relies on learning from past results and determining the best course of action.
Schedule publishing activities with the editorial calendar
The secret to good content marketing is Editing schedule.. In fact, staying on the course will give you a few wins and reviews every day.
The secret to a good content management campaign is to win regularly and make progress. You can use Buffer, Asana, HubSpot, Trello, or any other app you need to plan and monitor your editing tasks.
If you interact with your customers, your content marketing campaign will be a long-term success. After setting up the big deliverables for the rest of the time, distribute the workload to the tools and be prepared to celebrate the expected performance.
Some important points:
- Your e-commerce content marketing plan must be able to connect your customers with your products.
- It should be well documented and focused on research-based data-driven objectives.
- Modular is the best choice when it comes to content development.
- Keep your content management plan agile and improvise on a regular basis.
Author: Arif Chowdhury
Arif Chowdhury is the founder of Cliobra. An active digital marketer specializing in both search engine marketing and social media networks. With over 10 years of experience, he has helped many organizations rebuild their sales and marketing departments. … View entire profile ›Show