December 16, 2020 Creating an Effective Content Strategy for Ecommerce

Creating content without an SEO strategy will lead to your content being lost.

When it comes to content, a lot of people assume that simply making good content will attract visitors and leads and induce engagement. However, this is not the case. Creating content without creating a SEO strategy is just trying out luck and most of the content might get lost among the tough competition.

Why does an Ecommerce site require an effective content strategy?

Content strategy can be defined as an ongoing process of achieving business goals to achieve these goals.

1. It will drive traffic to the site

It is important to note that a comprehensive content strategy will drive traffic to the website. In a survey, it was noticed that 95% of the users’ attention is grabbed by the first page itself. Very few people choose to go to the 2nd and 3rd pages. This means that if your content does not show on the first page, the chances of engagement are low.

2. It can create a separate stream of revenue

Having a content strategy while developing an eCommerce website means the goal is to make content that gets engagement and leads them to sales. But when you create engaging content, it can become a stream in itself to earn money from.

3. Not having one will cause lack of focus and purpose

Having a content strategy enables one to get what they require from the audience. Not having one can result in a lack of a purpose itself. The random content that you work on will not add value to the consumers or the sellers. This might even drive away potential customers.

4. Encourages Trust in your brand

Having a tried-and-tested content strategy will ensure that your consumers trust the brand more.

5. Enduring value

Having a content strategy makes sure there is evergreen and ever-engaging content. This increases the enduring value of the consumers.

Steps to create an effective content strategy

A content strategy requires various steps to be implemented and can be complicated. To make things simpler, take a look at the tips below.

1. Identify the persona of your buyers

Making a buyer’s persona refers to making a persona for your target customers and understanding their behavior. This persona will be based on real statistics of your company. The first few things that you will require are gender, location, age, and other such basic information that will help one identify the buyer.

Next, the personality needs to be defined. This includes characteristics, such as productivity, pessimism, or optimism. After this, the motivation inducing-points and the situations where the buyer gets frustrated is required to be mentioned.

Lastly, the constant channels that the buyer’s persona would like to consume content on should be mentioned. This includes Instagram, Facebook, or Snapchat. To create these personas, researching through the existing customer details will be necessary.

It has been observed that 47% of the companies that have exceeded revenue and sales maintained their personas regularly.

2. Learning the audience’s consumption of content

The content is made for the audience. The consumption of the content can be checked on the internal statistics & analytics from the platform it is posted on. There are other traffic analysis tools available as well. This should answer questions, like ‘preferable social media tools’, ‘specific type of content preferred’, ‘how much time are they spending on watching the content’, and so on.

3. Researching and creating our content

Creating an effective content strategy means doing some research first. With the help of an SEO tool, analyze which keywords of the competitors work. This will help you understand why a certain piece of content is appearing first.

There are also topic research tools available that can assist in deciding on a topic and developing ideas. Sit with a group of people and brainstorm fresh ideas. Around 95% of the B2B content marketers use LinkedIn, making it a top-rated social media platform and reliable too. Based on the requirement, different types of content can be released on each platform.

4. Publish content based on consumer in the buyer’s journey

A buyer goes through a journey before concluding whether to buy something or not. This has four stages:

1. 1. Awareness: This is the primary stage. For a consumer to decide whether or not they want to buy a product, they must be aware of the service or the product. Therefore, the content marketed to them at this stage must be based on all the information to help them align the product with their goals.
   2. Evaluation of interest stage: This stage can also be called the consideration stage. Here one is required to create trust amongst the consumers. There should be a solution given to their concerns.
   3. Desire and Action stage: The last is the purchase or decision stage where the consumer should feel like they are not wasting their money in opting for the product or service.

It is important to target the consumer based on their buyer journey stage to get the most effective result.

5. Measuring the overall Results

When one has created a strategy and implemented it, it becomes necessary to measure the results and ROI. One has to constantly evolve and modify their strategies as one rule of thumb does not work. This can be done by measuring the conversion rate, organic traffic, and engagement.

6. Analyzing customer feedback

Along with measuring results, another key component is to take feedback from the consumers about your content. This will give an insight into what should be done. It has been analyzed that only 1 our of 26 consumers will complain, while others will withdraw themselves. Instead, take the feedback in advance to avoid this.

What are some of the types of Effective Ecommerce Content Marketing?

1. Blogging
2. Original photography
3. Video content
4. Product guides
5. Customer stories
6. Email Marketing

Final words

Having a content strategy in place will ensure that businesses attract customers and retain them. In today’s world, it is necessary to have these strategies in place. Along with these, there are a lot of other tools available to make the job easy for markets.

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