For starters, content marketing is the process of promoting a brand by creating and distributing content related to the product or service. For any brand to be successful, it needs to achieve the trust of its consumers. And content marketing is one of the key ways to do it. This can be understood from the fact that more and more companies are making content marketing as a significant part of their marketing strategy. If you want to understand how to make use of content marketing for your ecommerce site and make it successful, read on.
Write down your goals
Just like in any other marketing exercise, one of the first actions to be taken is to define the goal of this activity. By all means you should avoid a content marketing campaign just because everyone’s doing it. Unless you have a set target in mind, you will not be able to produce or share content effectively. Writing down your goals will not just help you focus your efforts in a particular direction, but also will help you in assessing the outcome at the end of the year.
Map your target audience
In marketing, unless you’re sure of whom you’re talking to, you’re talking to nobody. You have to know your target audience in order to craft content that will be relevant to their lifestyle. Moreover, do not have a standard template of your target audience’s preferences. Make an in depth study of your target audience profiles and keep revisiting their traits periodically to be in tune with their vibe.
Develop a brand story
Any successful marketing effort requires a strong brand story. It has to talk about what your ecommerce site stands for. This can be done by creating a narrative that talks of its unique value proposition to your target audience. It needs to be in such a way that it should engage, inspire and motivate them.
Craft it into a message
A well-crafted message consists of two parts – the information and the brand story. Let’s say you’re dealing with haircare products. A sample blog idea could be ‘What are the advantages of using an organic product vs a synthetic product’. While you talk about the benefits, try to give a subtle touch of your brand’s value proposition. The article would be both informative to the reader, besides promoting your brand in a soft manner. Such a message can connect with your visitors and create a rapport, which would eventually lead to a sale. It happens over a period of time and therefore it is essential to have your messaging done at a regular frequency.
Create different types of content:
Create content in different types and formats. This should be done because not all of your prospects can be targeted through a particular channel. Share regular blog posts on your website. To avoid monotony, try doing videos once in a while. Infographic is another choice of content format that you can try out. They can be visually appealing and require a relatively short span of attention to communicate. Another point to consider while deciding on the content type is the channels to be used for communication. Depending on where you want to target your prospects, the content has to adapt accordingly. A 15-minute ‘how-to-use’ video can be engaging on YouTube. But the same need not be the case while shared on Facebook. Try to have around 5 to 6 different content pieces across different channels talking about the message. This way you can maximize the reach and avoid the message becoming stale in a short while.
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Spread the word around:
As much as creation of content is important, proper distribution is also vital to a successful content marketing campaign. Space out your distribution over a proper timeline. Share your content via different channels such as Facebook, YouTube, Twitter, etc. Also make use of content marketing tools and online marketplace forums. Content marketing tools publish your content on popular websites that are relevant your business, to give you a wider reach. The diversity of channels and frequency of distribution are key to reaching out to your consumers. The more you stay connected, the more viable prospects you’ll reach.
Content marketing is one of the best ways to engage with your prospects. Since it is primarily based on sharing interesting and valuable information, people will become receptive and appreciative towards your ecommerce website. And while you are consistent at it, you can build strong relationships with your prospects, which will convert into sales for your ecommerce site.
