Content marketing is a type of inbound marketing designed mainly to bring an audience to your website.
This marketing method relies on content creation and it comes in various forms, such as written articles, tutorial videos, infographics, and so on.
Sharing that content to targeted audiences is done with the purpose of generating leads, building your brand, and driving more customers to your website.
Let’s look at some proven tips that will help you create an excellent eCommerce content strategy that will bring you more customers and improve your business results.
Content as a referral engine
Did you know that your content can create a self-replicating referral engine?
Once a conversion is made, marketers should focus on post-conversion processes. To boost growth even further and make better use of an already converted customer, you should guide them through personalized content delivered at crucial moments to turn them into a different kind of customer.
This kind of customer becomes an active user who gets so much value from your product or service that the impulse to share it with others is irresistible.
What you need to ask
To better understand how to further guide your new customer to become an advocate praising your products, ask these questions:
- How does the product make your life easier?
- What is it about our product that makes it adored among customers?
- How can our product or service assimilate into other aspects of customers’ lives?
The more customers feel like they have made a great purchase, and the more you are there to improve their experience after the sale, the likelier they are to spread the word about your product.
Use all the data you can gather and use it to set activation milestones. Then create content that changes existing customers’ behavior, like blogs, emails, case studies, and so on.
Your marketing team should devise personalized messages for users to stimulate them to take action.
Pro tip: Don’t make the referral process too complicated
Of course, you should also use adequate tools once you start targeting converted customers. In addition to your referral program software, you should try adding a contact picker so that your customers can input email addresses of their friends and family without having to type their names or leave your website.
See your content as valuable data
A good content strategy does not focus on quantity. It is not about the number of blog posts you write monthly, the time you spend doing Facebook Live, and so on.
The quality of your content is actually the only thing that has crucial importance. A great content strategy engages audiences at every turn, and to do this, a content strategist should know how their content is working.
When a marketer knows exactly how to create the content so that it is effective in one phase, then they can use the information as a customer moves to the next stage of the sales funnel.
Your strategy should be led by analytics. Monitor, track, watch and report the numbers to refine and adjust towards better conversions continuously.
Track where the customers are coming from and where they are going. Assess traffic patterns consistently.
When you test what you are continually doing, you get an idea about your audience’s preferences, interests, and purchasing behaviour. That is why you should know how your material is performing – to make it better.
Ask yourself these questions along the way:
- What can be refined and improved?
- What are the platforms that are performing best?
- What content is bringing the best results?
- How can all the content pieces be blended?
Only publish the best content you can produce
One infamous trend nowadays is that many businesses focus on producing large quantities of content. This ultimately leads to poor quality.
To stand apart from the ‘fluff’ content that is more or less useless, you should provide quality content that has value. So, do not hesitate to set the quality bar high and even try to exceed this standard.
It will be challenging for your marketing team members, but this is the only right way to stand out from an increasingly large crowd. Essentially, that is how you can make your voice heard.
Also, bear in mind that creating outstanding content takes time, effort, and money in some cases. Remember that there are no shortcuts.
Hence, always think well before you start creating content. Consider how it will help your audience and whether it is something they will find interesting.
Always keep in mind that your content should engage, inform, and help.
Hunt those keywords
SEO is here to stay and all professional marketers should care about it. In an ideal world, you would only have to publish excellent, insightful content on your chosen topics. But in reality, doing such a thing will have little to no significance.
That is because your content needs to find its audience. And that can’t happen if your website and posts are not placed high in the search results.
So, think carefully about keyword targeting. Target specific keywords that can attract a lot of traffic and then produce content with that goal in mind.
If you don’t know what keywords are trending in your industry, there are tools like Ahrefs or other SEO tools to help you find out what these words are.
By targeting keywords through your content, you make sure that your content is optimized and has a better chance to rank high.
Your content has to reflect your brand’s voice
To become a recognizable name and build your brand authority, you have to create a unique voice for your brand.
However, the most challenging part of this story is that even big businesses often struggle with the identification and definition of their brand voice. It is often tough to know what your brand voice sounds like, especially if you have a large marketing team.
Try to ensure continuity of your brand’s voice, especially across more substantial teams. You need to constantly review editorial standards to ensure that both quality and tone are consistent, as well as a higher-level overview of your blog and content in general.
For every single post, consider how the content advances and develops your brand’s voice:
- Does the writing reflect your business’s values?
- What does the tone say about the way you do business?
- Is your brand’s voice sincere or forced?
These questions will help you take control of your brand’s voice and refine your messaging through the content you push.
The tips you have just read about have worked for many businesses. Some of them may be deemed evergreen, while others are only picking up the pace now.
However, whatever you do, remember to remain unique. Do not copy other blogs. Of course, you may take a look at what others do to get some interesting ideas, but make sure to never copy or plagiarize someone else’s work.
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