4 tips for launching your first ecommerce content strategy
In the old days, it was very common for a retail business to sell only by offering low prices, high quality products, exceptional service, or a combination of all three.
Today, however, things are quite different. The level of competition is so formidable that it is extremely difficult for a salesperson to find an edge over their rivals in any of these traditional ways. So what’s the answer?
Well, every trader should always suck excel in these areas, reinforcing their value propositions as best they can, but they can’t stop there. They need to do more – and if you’re determined to carve out a niche for yourself in the ecommerce world, your first port of call should be content marketing.
By producing and distributing relevant content, you can convincingly grow your brand and increase your traffic without sounding pushy.
However, this is much easier said than done: Many people have tried and failed to adopt this potentially powerful method, resulting in a lot of frustration.
To increase your odds, we’re going to look at four tips for launching your first ecommerce content strategy. Let’s come to them.
Create a blog on site
The humble blog is the cornerstone of any good content marketing strategy, so this is where you need to start.
It is important to focus on the word on the site. Some brands make the mistake of setting up their blogs on separate websites.
They don’t want to change their main websites, or maybe they just don’t know how to do it, so they just tinker with a few simple WordPress sites and use them instead.
It really doesn’t help that not all ecommerce platforms natively support onsite blogging.
This even applies to some who are pointedly aimed at creatives: Grand Cartel, for example, only offers basic WordPress integration that leverages an external site.
So why is this a problem? Well, one of the main goals of an ecommerce blog should be to help your store rank well, and your blog posts can’t do much about that if they are. based on a separate domain.
Having a separate domain for your blog means that you are losing all of that valuable SEO value from your blog and your blog is not benefiting from your home domain at the same time.
If your store platform doesn’t offer native blogging functionality, look for a plugin that can add it or consult an expert developer to modify your site accordingly. If you are serious about content marketing, this is a critical decision.
Create a content calendar
Writing a blog post or two doesn’t seem that expensive, but what about writing 52?
Many brands offer weekly blog updates, which means they produce at least 52 pieces of written content each year.
It’s harder than you might imagine. Constant ideation can be a tiring process, so it is helpful to create a content calendar in advance.
A content calendar allows you to plan and organize your e-commerce content strategy for the whole year, centered around themes, topics, seasonal events, and more.
For example, if you have certain events in your calendar, such as Christmas or Thanksgiving, you can plan their content well in advance, saving you time and stress.
Many practical models are available for that too, so it’s easy to get started. It’s worth planning at least a month in advance, if not too much. This gives you a bit of a break in case the deadlines are pushed back.
Knowing what to write about next week (and the next month) will help keep tasks up to date: if you get stuck on the next post, you can shift your attention to it. after that and do something useful.
Focus on SEO sustainability
SEO (search engine optimization) is a central part of a strong eCommerce content marketing strategy.
Every blog post you write (or broadcast element you create, as it helps to create infographics, how-to videos, etc.) should be aimed at getting more people to your store, and Google is the main route through which traffic is coming in.
Each piece of content should have a central theme and a keyword (or set of keywords) that you hope to rank for.
If you’re trying to run an online shoe store, for example, you can write blog posts on common shoe-related issues: how to check your shoe size, how to resole a shoe, how to choose a shoe for hiking, and more. forward.
ReplyLePublic is great for finding questions like these. Enter a keyword into the search bar and you’ll be presented with a list of helpful questions asked by real users on the web. Use them to inform your headers, which in turn can shape your article.
Using these keywords in your headers and texts helps shape your content strategy. However, it’s important not to overdo it or weave it into your content in an abnormal way. Use them sparingly and rely on synonyms or alternative words to help shuffle your copy up a bit.
For example, rather than repeating the word “shoe”, use “shoes” or “sneakers” instead. This helps keep your content natural, while ensuring that Google’s crawlers understand what it is, helping them rank it.
Pay attention to the competition when researching keywords, as hyper popular terms are always harder to rank. Search for a term and see which pages (and brands) are at the top of the SERPs.
Can you beat them?
Look for fruit at hand in the form of valuable keywords that are not very well targeted.
If you can create content that is much better than what’s displayed, you can move on.
Focus on quality and consistency
Finally, it should be noted that you should prioritize quality and consistency above anything else.
Don’t worry about the quantity.
Trying to post a large number of blog posts often leads to disaster.
Brands that commit to posting twice a week can’t keep up the momentum and give up entirely, leaving their blogs abandoned and traffic draining at a rapid rate.
If you can only manage two blog posts per month, go for it.
Always upload a new post at a specific time of the week and make it clear to your followers when they can expect updates.
Even just one new article per month can be effective if it is exceptionally good, and a remarkable article has more SEO value than a hundred mediocre articles.