Today we’re going to show you exactly how eCommerce content marketing can take your business to the next level and how you can avoid leaving huge amounts of SEO traffic on the table.
We’ll show you how to make content your target audience actually cares about and how to get it in front of as many eyeballs as possible while giving your search engine rankings a healthy boost for good measure.
What is Content Marketing?
Content marketing is a marketing strategy that focuses on developing valuable and educational content that is targeted specifically to a well-defined audience with the goal of building brand awareness, loyalty and of course profitability.
Content marketing isn’t about writing a sales pitch for your business or telling people how great your products are but rather educating people through different forms of content such as blog articles, eBooks, podcasts, videos, and webinars in order to become a trusted and reliable resource potential customers can turn to.
Why should you care?
It’s simple, people don’t buy things from businesses they don’t trust. When it comes to building a solid relationship with your customers, content marketing is the most powerful weapon in your arsenal.
Consumers are looking for brands that are authentic and are only interested in information that specifically solves the problem they have – this is where your content comes in.
Step 1: Who exactly am I building content for?
The whole purpose of this strategy is to build your brand authority to become a serious thought leader within your niche that your audience actually listens to. This is achieved by consistently developing fresh and relevant content that gives the answers your target audience is looking for.
So before you even think about making content you need to become familiar with who your target audience is.
Some useful characteristics to know include:
- Where they spend time online
- Style of language they use to describe the problem they have
This data can be collected through surveys or analysis of your existing customers via Google Analytics or third-party tools such as Narratiive.
Ideally, you want to ask broad questions around your product to let your customers speak as much as possible.
Polarising questions such as “What do you hate about X?” or “What do you love most about X” that are relevant to your niche can also give you valuable insight into the pain points your customers experience.
This will help you collect invaluable information on the exact language your customers are using to describe the problems/solutions they are facing around your product and will allow you to develop content that resonates with them.
Step 2: Finding the right content
The goal of this step is to learn more about what questions and problems your audience is having.
This will help you decide which keywords you should be targeting and the type of content that is doing well for these keywords (high rankings in Google, a large number of social media shares and engagement) to form the basis of your content.
We won’t go too deep into the exact steps of keyword research as there are other articles for that which you can find here.
I would usually recommend Google’s Keyword Planner tool to use for this process but Google has recently prevented you from using all of its features unless you launch an Adwords campaign.
Instead, we’re going to use the Keywords Everywhere (free) tool.
In this example, our niche is “wireless headphones”.
By searching “wireless headphones” on Google the Keywords Everywhere tool gives us a large list of relevant keywords such as “noise canceling headphones” and “on-ear headphones vs over ear” as well as their search volume and CPC costs.
Already this is giving us an idea of the type of questions and product features potential customers care about.
Another good tactic is to go down the related search “rabbit hole” at the bottom of Google search results. This will help you find more specific questions that your audience is asking which can give you even more content ideas that they will find useful.
We can also plug in some of the top keywords (keywords with high search volume) into Buzzsumo to give us an idea of what content is working well in the “wireless headphones” niche.
Hopefully, by now you have a decent sized list of questions, problems, and topics that your target audience is interested in that you can use to start building your content.
Step 3: Sharing your content
So, by now you should know everything there is to know about your audience, you’ve found what content is working well in your niche and have developed an awesome piece of content.
Now it’s time to start getting your content out there.
- Medium.com – Is a super powerful blogging platform that lets you easily share original blog posts. Medium rewards long-form content and is a great way to get in front of a new audience, get discovered by other bloggers in your niche and grow your social media following so make sure you include links at the end to make it easy for your readers.
- Instagram – Relies heavily on visual content so ensure you’ve got awesome high-quality photos of your product, don’t forget to use plenty of hashtags!
- LinkedIn – Here you’ll find a more business-oriented audience, that surprisingly has higher levels of engagement on written content than you would expect.
- Facebook – Is your bread and butter of social media networks with the majority of your audience having some form of presence on the site. Facebook is a great place to not only get instant feedback on your content but is also a great place to engage and interact with your audience.
- Quora – Is a Q&A site that gets 160 million+ visitors a month. Providing great answers to questions that are relevant to your niche will not only improve your authority and influence but will also improve your brand’s visibility in search engines.
- Twitter – If your product is detail oriented or relies heavily on text, Twitter is the way to go. Here you can reel your audience in with a snappy intro that links to your in-depth content piece.
Make sure you focus on the platforms that are not only suited to the type of content you are sharing but are also where your audience spends the majority of their time.
In order to get the most out of using these sites for your eCommerce content marketing strategy, you need to make sure you are consistently posting useful content, engaging with your followers and staying up to date with the latest trends and news in your niche.
Guest Blogging: How to Build Your Authority while Boosting Traffic
Guest blogging is not a new concept but is still a super effective and simple tactic that any business that is serious about their eCommerce content marketing strategy can implement.
Simply search “(insert your niche) blog” on Google this will give you a list of all the top sites writing content related to your niche.
Once you find a site you that has similar content send them an email offering to contribute a high-quality blog post that their audience will enjoy in exchange for a backlink to your site.
Guest blogging is a win-win strategy since backlinks that are relevant to your website are viewed favorably by Google and will also have the added bonus of targeted referral traffic that could potentially lead to conversions.
You can find a comprehensive guide to link building outreach here.
Create Useful Content Assets for Others:
The aim of the game here is to create a piece of content that other sites in your niche would want to repost or link back to on their own sites.
Some ways to do this include:
Infographics: Comprehensive infographics that summarise complex or large amounts of information in your niche e.g. “10 Features Your Wireless Headphones Need To Have Before You Buy”. The more effort you put into the infographic the greater the chance blogs will include it on their own site.
Conduct a study: Bloggers love to reference interesting and useful studies in their blog posts. To capitalize on this consider conducting a study or test that relates to hot topics within your niche. For example “Wireless Headphones vs. Wired Headphones: Which Actually Sounds Better?”.
“Skyscraper” blog post: Brian Dean’s famous strategy that involves looking at a popular topic within your niche and then building the most comprehensive and in-depth version of it. Not only will this encourage people to link back to the resource it will also do wonders for your brand’s authority.
Content marketing is undoubtedly the most organic way to build the authority and perception of your brand. Despite being more of a slow-burn long-term strategy the potential revenue and savings from your eCommerce content marketing strategy can be what makes or breaks your business in today’s super competitive market.