March 20, 2015
/ by Cision Contributor
E-commerce can benefit from content marketing in a way that many other companies cannot. For one thing, you see immediate results from your efforts. Unlike businesses with long sales cycles, you can see whether your content has an immediate impact on sales, and adjust accordingly.
Here are three content marketing ideas you can use for your e-commerce site.
An effective way to persuade people to buy your products is to show how those products can solve their problems. Whenever people ask questions via email or social media, turn those answers into blog posts, and turn your blog into a giant FAQ.
Let’s say you sell woodworking tools online. If people email you with questions, such as “how do I turn dadoes into a bookcase,”create videos with a mobile phone or even an old Flip camera that show how to cut the dadoes into the sides of the bookcase.
Write up the steps and publish it on your blog, along with the video. Title the post as an answer to a question, such as “How to cut dadoes in a bookcase.” Then, when people search for the question, “How do I cut dadoes in a bookcase?” your video and blog post are more likely to show up. Feature a call to action that points to the appropriate router and router bit, and you improve your odds of making the sale.
Want more results from your content? Watch Arik Hanson’s free on-demand webinar to fix your broken content strategy!
If you’ve ever been into a Bed, Bath & Beyond, you’ve seen the little DVD/TV combos all over the store, running the same infomercials over and over. Those are so successful because people can see the product in action — they see what the product can do, so they buy it.
Use that same idea and create videos on your website that show the products being used, and even solving the problems, such as the dado-cutting video mentioned above.
These videos don’t always have to be “how to” videos. For example, the Will It Blend video series from Blendtec is nothing but the CEO blending different items in their Blendtec videos — iPhone, iPad, ski pole, action figures. It demonstrated the product but — unless you really hate ski poles — doesn’t serve any instructional purpose at all.
A couple of years ago, the SEO rage was to focus on particular keywords, a strategy perfectly suited the e-commerce world. If your company sold baking supplies, you would have created content using keywords like “bread pans,” “bread loaf pans,” “pans for bread,” and “pans for baking bread.” You could have easily written four separate blog posts using each of those key phrases, just to win the different possible keywords customers would use.
Now Google wants websites and blogs to focus on wider topics, rather than specific keywords or phrases. The search engine understands synonyms, and knows that certain words and phrases mean the same thing. They want us to provide valuable, interesting content that focuses on a topic, rather than trying to game their search algorithms.
This allows us to create better content, rather than trying to create a lot of uninteresting filler that serves no purpose other than to trick Google.
E-commerce stores that specialize in specialty items and specialty niches can greatly benefit from content marketing, because it lets the store and the merchant become one of the leading voices of the field. You can become an expert that sells products, rather than an e-commerce store competing with every other store with the same items.
Want more content insights? See the top 50 content marketing influencers to follow on Twitter!
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