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In this article, we are going to discuss with you a few tips on building an effective eCommerce content strategy for your eCommerce store, new or old. These tips will help you scale up your marketing game and sell more and more products online. 

If you have an eCommerce store or are planning to create one, this article is for you. There is no question that for any website, eCommerce or not, content marketing is one of the major components of digital marketing that one needs to ace for online success.

Creating random content as most people do, will not drive you to the success you are aiming for. In fact, when it comes to eCommerce marketing, there are so many different eCommerce SEO trends that keep changing. One thing that you need to understand about content marketing for an eCommerce platform is that you need to have a well-defined “eCommerce content strategy”.

Every piece of content you work on has to be tied with one of the purposes you have. This is why having a properly defined content strategy is important. A good eCommerce content strategy can help generate more sales.

Benefits of having a good eCommerce content strategy

There are many benefits of having a strong content marketing strategy for your eCommerce business. These benefits include –

• Generating more leads
• Reaching more and more people
• A growing number of direct sales
• Increased customer engagement

How to create an eCommerce content strategy? A step-by-step guide

In this section, we are going to discuss with you the steps that you should follow to create a bullet-proof eCommerce content strategy.

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1. Know your target audience
2. Research related keywords
3. Knowing why you are creating a particular piece of content
4. Measuring results

1. Know your target audience

The first thing that you need to know while creating a good eCommerce content strategy is knowing your target audience. What all should you consider when creating a buyer persona for your eCommerce website?

Here are some things that you need to consider while creating a buyers persona – 

• Demographics – Finding out the age, gender, location, and more.
• Personality – Knowing the personality traits of your buyer can also help you figure out the right content strategy for your eCommerce store. Finding out whether your customer is easy-going, super active, optimistic, productive, etc can also help you define the content that will work for an eCommerce store.
• Motivation – Another thing that you need to know while determining the buyer’s persona is to learn more about the products & industry and what motivates people to buy them.
• Preferred Content Channels – The next thing that you need to consider while creating a buyer’s persona is to find what channels they prefer. Depending on that you can create a good content strategy for your eCommerce store.

How do I get the information?

There are a few ways in which you can get the information that you need about the potential customers –

• Creating a form for customers to fill
• Contact database
• Interview your existing clients
• Get the feedback & insights from your sales and marketing teams

2. Research related keywords

Another very important thing to note while creating a content strategy is to find the right set of keywords that represent the products you sell. Finding a keyword will include both short-tail and long-tail keywords. Remember, while finding keywords you want to target, make sure you balance out the search between transactional (commercial) keywords, informational keywords, and navigational keywords. To learn more about this, check out SEO trends for eCommerce businesses.

Every set of keywords must include high-volume and low-competition keywords. When it comes to creating an eCommerce content strategy, you need to optimize the content for the desired set of keywords.

3. Knowing why you are creating a particular piece of content

Every marketing funnel is made of three parts – a top, a middle, and a bottom. Where the top funnel involves the customer discovery or awareness stage, then, the middle section includes the consideration stage. This is the stage where you engage with your potential customers and build trust. At the bottom of the sales funnel is the purchasing stage which is where you prove your worth. At this stage of the sales funnel you can make use of a chatbot, emails, or remarketing strategy.

Preferred content types for every stage of the sales funnel

Awareness stage – Here, you can use content forms like blogging, social media content, and more.

Consideration stage – Content forms like comparison guides, case studies, free samples, and more.

Purchase Stage – Here, you can use chatbots, email marketing, retargeting, and remarketing.

4. Measuring results

As building an eCommerce store is an ongoing process, you need to be on top of the results all the time to know whether you are on the right path or not. So, while creating an eCommerce content strategy, you must know about the following KPIs (Key Performance Indicators) –

• Organic traffic
• Leads
• Conversion rate
• Social shares
• Engagement
• Backlinks

Through these metrics, you can figure out which content type is giving the best results.

Different types of Content you can play around with

When you are working on creating an efficient eCommerce content strategy, here are a few types of content that you have to play around with –

• Blogging
• Photography
• Video content
• Product descriptions
• Customer reviews
• Email marketing

To create a strong eCommerce content strategy you need to include all these types of content. Through this, you are creating a strategy that targets all kinds of customers and readers across the world at every stage of the sales funnel. So, if you own an eCommerce store or are planning to start one, you should include all these content types.

How Reversed Out Creative Can Help You!

Above, we have mentioned a few tips that can help you create a strong eCommerce content strategy. However, it might seem easy, but when it comes to actually create one, it is a complex and very time-consuming task. This is where professional content marketing companies like Reversed Out Creative can help you. We will help you create, research, and implement the content strategy for your eCommerce store. So, if you need help, all you have to do is contact us.

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