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Posted by Kate Khom - 10 December, 2018

Your Step-by-Step Guide to eCommerce Content Marketing

When you’re running an e-commerce business, your website is your number one partner.

You need to make it impeccable in order to keep your business strong and profitable. In addition, you have to pay special attention to your content marketing strategy.

When you think about content marketing, you might find yourself a bit intimidated. Crafting a content marketing strategy appears to be difficult and extremely complex.

Still, we need to beg the differ.

We do agree that crafting a marketing strategy for your e-commerce is a complex process which requires adding layer after layer of essential features.

However, all you need in order to do it successfully is the right kind of guidance.

Take a look at the step-by-step guide which will lead you through the entire process of designing your own content marketing strategy.

1.    CTA

When we think about content marketing strategy, it’s such a broad term. It incorporates so many different levels that you simply don’t know where to start.

Well, the first thing you may want to consider is using clearly-defined CTA (Call To Action) to help you reach a goal.

SO, what is a CTA and how can you use it?

As defined by Investopedia CTA “refers to the next step a marketer wants its audience or reader to take.”

Targeted content for eCommerce stores

In other words, CTA is about encouraging your audience to engage with your content in a specific way and perform the desired action.

Here’s what you can use CTA for:

  • Product Discovery

Use it to inform the audience about your offer: “Hello there! Have you checked out our summer collection?”

  • Lead Generation

Use a persuasive message and CTA button to help you turn a visitor into a lead: “Learn how to write e-mails that convert. Sign up for free!”
The same goes with Form Submission.

  • Social Media Sharing

Make your audience an active part of your marketing: “Like what you read? Share with your friends!”

In addition, you can use CTA to promote events, close a sale, connect with the customer directly, nurture the leads etc.

2.    SEO tools

If you want to build a successful content marketing strategy, you need to master the art of SEO.

Fortunately, there are tools which can help you write articles and posts which will rank high in Google searches and bring you more leads and traffic.

  • Keyword Tools

A great keyword is the foundation of any marketing campaign. Use tools such as Google Keyword PlannerAhrefs or KWFinder to help you determine the quality of your keyword and learn everything there is to know about it.

  • Readability Analysis Tools

Check your readability score with tools such as Readable.io or the Yoast plugin.

  • Marketing Tools

Analyze your ads and backlinks, campaigns and your competition using tools such as SEMrush.

 

SEO tools will help you write killer content and reach more people.

In addition to SEO, you need to make sure you publish quality content that is 100% accurate and mistake-free.

Use writing services such as Trust My Paper or writing tools such as Grammarly to help you achieve that.

 

3.    Pillar Content Strategy

Another option you want to consider as an addition to your content marketing strategy is writing highly informative pillar content.

Pillar content strategy

Let’s break it down and see what’s behind it.

  • So, what exactly is pillar content?

It is sizable content written so as to cover a topic in great detail. It’s almost like a detailed guide with the purpose of informing the readers and gathering all the necessary information on a topic- all in one place.

It isn’t your typical blog post and the difference is not only in size. Pillar content is written as a content page, it’s informative, groundbreaking and is supposed to make your blog a go-to place for receiving valuable information in the niche.

  • How do you write pillar content?

In order to write it, you need to dive deep into the philosophy behind it. That implies knowing all about the following:

  • Head term: a keyword with high search volume on Google
  • Content Core: this is the context for you head term, several topics which include it
  • Topic Cluster: a group of interlinked pages, all relevant to the topic of the pillar content

Pillar content is said to be the future of SEO. It creates long-term relationships with your audience and helps you rank high in Google searches.

4.    Key Metrics to Track

From day 1 of your content marketing strategy, you need to gather data and information about your audience, customers and the success of your campaigns.

In other words, you need to keep track of the metrics.

The key metrics of content marketing include:

  • Traffic- where does it come from and what brings the most visitors
  • Social Shares- what is being shared the most
  • Click Through Rate (CTR)- measure the percentage of people who responded to your CTA and ad purpose positively
  • Time on Page- see which articles and post gain the most and the least attention
  • Post Engagement- keep track of the comments
  • Retention- identify returning visitors and try establishing an even better relationship with them
  • Total Leads- keep track of the e-mail subscriptions, form submissions and leads generated differently

By keeping track of the key metrics you are keeping a close eye on the success of each of your projects and your overall content marketing strategy.

You can compare individual projects, see how far you’ve come since the day you started and come to conclusions about what needs adjustment and improvement.

 

Conclusion

Crafting a content marketing strategy is a demanding job and you need to arm yourself with patience and consistency. Eventually, the hard work will pay off and you’ll see the benefits of the effort you’ve put into it.

The steps we’ve given you will help you craft a killer content marketing strategy. Make sure you follow them and you’ll have nothing to worry about.

Summary


Top ways to succeed in eCommerce Content Marketing:

  1. Call-to-Actions
  2. SEO Tools
  3. Pillar Content Strategy
  4. Track Key Metrics

B2B eCommerce Marketing

Topics: Sales & Marketing