Develop a Winning E-Commerce Content Strategy

What Is Content Marketing?

Content marketing is the creation of content in multiple forms (infographics, blogs, how-to videos, photos, etc.) and marketing it towards the target audience you are trying to reach.  A good E-Commerce content strategy is supposed to increase website traffic by attracting people back to your business’s website through the content you share, ultimately helping to increase customers and sales.

4 Ways to Develop a Winning Content Strategy for your E-Commerce Store

Content marketing is now one of the most important forms of marketing for businesses across the internet. Unfortunately, many businesses fail to realize how important their company’s content really is. Though content marketing may seem intimidating, creating a content strategy will benefit your e-commerce store in more ways than one.


Here are 4 ways to create a top-tier content strategy for your store and bring in business.

Know Your Target Audience

You need to know the audience that you are trying to sell to. A target audience is the main group of people a business should be trying to sell to and make loyal customers out of. If a business does not know their target audience well, especially when it comes to creating a content marketing strategy to appeal to them, there is no way their content will get through to their audience. Some aspects a business should know about their target audience include:

  • Demographics: Age, gender, location, and other general information.
  • Personality: Likes/dislikes, similar interests, whether or not they may be optimistic towards new brands or products, etc.
  • Problems: What problems does your audience have currently? Do you have anything that might be able to help them? How can what you are selling help their problem?
  • Motivation: Why is the buyer on your website? Are they interested in what you’re selling or are they just browsing through the internet?
  • Learning the above traits about your customer base helps you achieve what is known as persona development, which helps you connect to your target audience.


Learn How Your Audience Explores the Internet

Once you know your audience, the next step in learning how to shape content towards them is to understand how they consume the content they see. You can do this by analyzing your own website data, using website analytic tools and extensions, examining trends in the industry, or even surveying your audience.

Other aspects you can look at include how long your audience may view each form of content. For example, if they click on multiple products or they seem to click on one product and then leave the site. Maybe examine whether or not your audience prefers to make purchases on a laptop instead of a phone.

By understanding aspects like how long your audience might be willing to watch a how-to video versus how quickly they click through your infographic, you will be able to create a content strategy that is geared well towards your target audience and increases the amount of people that are brought back to your site.


Create a Plan and a Team

You are going to need some sort of plan to follow, as well as a team, to help you be able to implement your content strategy. Creating content and analyzing data can be difficult work.  Having a team to help you not only create content, but to implement the best marketing strategy possible will help you immensely in the long run.

Having others to confer with over decisions like how long a video should be or why buyers won’t view more than three products will help you shape your content a great deal.  It also helps when there is a plan to follow for the content being posted. Maybe create a schedule for what days you post on your company’s Instagram versus your Facebook.


Create Content and Implement Your Content Strategy

From here you will decide what content is best for your marketing strategy as well as what will work best with your audience. You will use all of the information you learned about your target audience and the way they consume content to try and implement a strategy you think will bring them back to your website and hopefully convert them into new customers.

You and your team will follow your plan of content creation and finally make the decisions you want to make regarding videos, infographics, or blog posts, and how long you think the customer will review them. You will also have to decide where you want to post your content, whether on social media or your website, or maybe both.

Creating a content strategy can be difficult. But, content marketing is now one of the most important aspects of online marketing for businesses and e-commerce stores across the world. As the reach of the internet continues to grow, so does the reach of your business.  Use content marketing to expand your business into new territories today. Contact Imagine Monkey for more information on website analytic tools and other features to help you create the best content strategy for your business.


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