Content Marketing for the E-Commerce Set
Internet retailers are not wholely unfamiliar with the concept of leveraging content to drive growth for the purpose of traffic, sales, and generating repeat visits from customers, but there's a whole lot more to consider for today’s content-crazed e-commerce marketers.
Content Marketing Goals: Your enterprise's content marketing goals are likely unique. The purpose of engaging in the practice could be to bring in more potential buyers, convert more of those visitors into customers, build referrals, or for some it may be to simply create some awareness and establish vertical authority.
Content Marketing Benefits: What happens when a merchant pursues these goals is that brand value grows and right in line with it, product/service demand as well. That's a lot of potential. There are certainly costs associated with this strategy, but it remains the fastest and least expensive opportunity to accomplish those marketing goals.
What master content developers do is to develop plans that increase market size over the long term (short term bursts are useful and important but they don't add to garnering market share).
Prioritize & Align
The ultimate aim of content marketing is to make products and service so irresistible that users simply can't get away and have to have what it is you are providing. The best way to do that of course is to actively listen to what is being said within different customer service channels; from the help desk or live chat tool, to social media platforms and even email.
- Write for the Customer
- Write to Eliminate Objections
- Explain word meanings
- Integrate within website
- Compliment products with information content
- Write to yoru strengths, quality and quantity
- Develop purpose-driven content
- Where can it be used in the future
- Speak the users language
- Address concerns and objections