Ecommerce Content Marketing Strategy:
4 Strategies to Squeeze More Out of Your Ecommerce Content Marketing Campaigns
Susan Melony
If you’re an ecommerce merchant, you more than likely get a thrill from the idea of rolling out new products and promotions.
But the often tedious task of creating content from scratch?
Not so much.
Listen: content marketing isn’t going anywhere for merchants. If you want your store to make a splash, you need a steady stream of content not only to fill your social feeds but also drive traffic to your storefront.
The good news? You don’t need to take a brute force approach to content marketing, churning out piece after piece with the hope that something sticks. Instead, you simply need to consider a more efficient process for content creation and promotion. Below are four pointers that can help you do just that.
Fine-Tune Your Social Targeting
Ecommerce and social go hand in hand.
And as such, you need to zero in one on or two networks versus trying to spread yourself thin.
“As an online merchant, that’s the first thing you need to ask when creating a social media strategy,” notes David Zheng of WiseMerchant. ”Research the social media behaviors of your clients and then figure out where to focus your efforts.”
Surprisingly, a lot of merchants actually screw this up. Rather than focus primarily on Instagram or Pinterest, they make a futile attempt to publishing way too much at once and ultimately spread themselves thin. By prioritizing fewer networks based on audience behavior, you immediately save yourself some serious time.
Repurpose What You Already Have
If you already have a few blog posts written, consider how you can get more mileage out of those posts without having to reinvent the wheel.
For example, a blog post is effectively the script for a YouTube video.
Meanwhile, independent research and data is the perfect basis for an infographic.
Repurposing your content is a low-hanging way to ensure that you’re getting the maximum bang for your buck with what you’ve already created. Before you spend a ton of time producing new pieces, guarantee that your past pieces have already gone the distance.
Step Up Your SEO
SEO is too important for ecommerce merchants to ignore.
While this may seem glaringly obvious, you’re inevitably leaking traffic unless you’ve optimized your posts for keywords. This rings true not only for blogs, but also YouTube videos and other branded content.
Thankfully, modern keyword research tools make it easy to find relevant terms to drive more traffic to your posts. The key here isn’t to sacrifice readability for optimization, but rather ensure that you’re not letting valuable, targeted traffic fall by the wayside.
[Related: SEO SEM Strategy: Here are the 5 Things You Need to Consider]
Don’t Be Afraid of Going Beyond Organic
As a side note, bear in mind that Facebook ad ROI is well-documented for brands of all shapes and sizes. Content marketing is often heralded as a sort of “free” holy grail for businesses, but it doesn’t have to solely be confined to organic channels.
If you have the budget for social ads and want to turn a post or case study into a paid Facebook campaign, go for it. The built-in optimization features and targeting parameters can help you stay within your budget and likewise only serve your ads to relevant users.
There are a million moving pieces to any given ecommerce business and content marketing is not one that you can sleep on. Stepping up your promotion will not only ensure that your content enjoys the maximum exposure possible, but also that you get a higher ROI for your time spent creating content. Simply put, a win-win.
Readers, please share so content marketers discover Susan’s tips.
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