Sam Hurley is our guest blogger of the week. We contacted him to develop an interview on a topic he has a great experience. He is now sharing us several tips to develop the content marketing strategy for an ecommerce website:
What are the benefits of content Marketing for ecommerce?
There are many forms of content marketing beneficial for ecommerce businesses – but the two I see as hugely important right now are:
Video marketing (how to, storytelling, explainer videos) and User-generated content (visual works best)
These two types of content can work absolute wonders for any ecommerce store. They are immensely powerful alone – but combined? Unstoppable.
Imagine having your customers create how-to videos of your products, or influencers telling the world about your wonderful service… 86% of millennials think solid UGC portrays a quality brand.
– Absolute trust in your business
– ‘Real’ feedback which can be linked to genuine, accessible people
– A humanised perception
– Virality (video and UGC are highly shareable in nature)
– Greater brand visibility (maximising Google rankings, backlinks, and social exposure)
How should the calendar be developed?
Developing a content marketing calendar for your website, social media posts and videos will structure your approach and help you effectively stick to themes and deliver on time throughout the year. You should follow these key steps in the process:
Step 1 Define your audience
Step 2 Set your objectives
Step 3 Discuss your capacity
Step 4 Develop top-level content topics
Step 5 Create a draft calendar
Step 6 Refine your calendar
What kind of ideas should be included in the content for an ecommerce website?
There are literally hundreds of ways to adapt content to suit your audience. Here are a few to get your juices flowing:
– The history of your company and product development
– Tutorials / how to videos
– Powerful storytelling (think Nike)
– Roundup blog posts (think influencer marketing)
– Advice on competitor products or product accessories
– Insightful industry innovation
– Fun stuff! Lighten up once in a while (perhaps it’s National Cake Day)
– Social UGC competitions (i.e. the customer with the most likes on their product photo, wins)
– Get audiences involved in product testing
– Video reviews and the customer stories behind them
– Solve customer problems, especially through video (FAQ)
– Personalised content to customers (ask them to provide topics)
– Staff stories or behind the scenes footage
What should be the main objective of this strategy?
The goal of content marketing is inbound sales. Your job here is to attract, engage and convert…without any hard selling at all. Once you gain customers this way, their loyalty will be greatly increased.
This is pretty essential when the average online shopper’s attention span is just 8 seconds.
Think of all the great brands that immediately spring to mind. What’s the one thing they have in common? 90% of the time – it will be the fact they are exceptionally brilliant at capturing your attention and imagination through outstanding forms of content.
Is it a good idea to outsource this task?
If you have only one person in the company qualified to run content marketing campaigns, then yes, it certainly can be a good idea. There’s no harm in leaning on the shoulder of an agency. It can sometimes become too large a job to do alone…
Content marketing demands multiple skill sets including creative writing, visual design, project management, social promotion (including paid ads) and lastly but not least – empathetic, subtle selling.
Larger companies often have dedicated, internal teams but it’s still common for such organisations to recruit outside assistance for robust, scalable content marketing deployment.
Sam Hurley is a lateral-thinking digital marketer holding 6+ years’ self-expedited experience in both agencies and client-side settings before launching his own digital consultancy venture: OPTIM-EYEZ.
He has achieved success for SMEs, national to international blue chip organisations while being ranked as the world’s #1 digital influencer by Webinale and #2 most influential digital marketer by Onalytica. He was also recently commended as one of the top 3 content marketing influencers of 2016 by ScribbleLive.
Catch him on Twitter for heaps of helpful tweets on entrepreneurship and marketing!