Without a strategy, content is simply words, pictures, and videos tossed into the online space. It just becomes part of the general online background noise. It does little to help your company as you’re just publishing an article without any effect on the audience. 

Content marketing must be purpose-driven, with clear, defined actions for achieving a specific objective or goal, such as improved engagement with target audiences, higher conversions in your sales funnel, or increased bottom-line revenue. What is the most challenging content marketing issue for marketers? There’s no doubt: Developing content that produces high-quality leads. 

Good, well-thought out content marketing can improve consumer engagement, create leads, and expand direct sales. The following strategies will assist you in developing a successful eCommerce content marketing strategy:

  • Identify Your Target Buyer Persona

To develop eCommerce website content customized to fit customer requirements, you must first understand who your client is. By creating a persona or fictionalized depiction of a customer or purchasers based on actual data and marketing insights, you can produce content targeted at them, improving it depending on where you place it in the sales funnel and where you are in the buyer’s journey.

Among the things you should know about your buyer persona are:

Demographics: Examples of demographic features are gender, age, locality, and other tangible identifying characteristics.

Personality: A buyer’s personality profile will assist in identifying their purchasing habits, whether they are sluggish, highly productive, suspicious, optimistic, or have other characteristics.

Motivation: Are buyers visiting your eCommerce site to find out more about your offering? Are they ready to purchase, or are they simply looking? Understanding about consumer motivation enables you to tailor your material appropriately.

Pain points: What frustrates your customers? If you understand this, you may provide a solution to their problems.

  • Craft Effective Content

To develop a successful eCommerce content strategy, you must do preliminary research. Do an SEO competitive study, examining how competitors’ domain names fare in search rankings and keyword gaps to see the possibilities to generate content for new search keywords. 

A keyword gap analysis allows you to analyze up to five competing sites and identify any keywords for which your site may not be ranking. You’ll also see how competitive the area is for the keywords you’re missing, which will assist you in prioritizing a weak spot to come up with compelling content. 

  • Find the Best Spot in the Buyer’s Journey to Publish Your Content

The sales or marketing funnel is divided into three sections: top, middle, and bottom, which correspond to various stages of the buyer’s journey. The customer discovery or awareness stage is at the top of the funnel when you show that you understand their problem concerns. At this point, your material is readily discovered and consumed.  The content can solve issues without directly selling your product or service via blogging, social media marketing, search engine marketing, or another channel.

  • Always Measure the Results

Because eCommerce website content development is often a continuous activity rather than a one-time event, you must evaluate previous efforts to enhance future efforts. A good set of data and analytics will show you what sort of return on investment (ROI) you’ve received. Remember that the exact metrics you want to track may differ depending on the kind of content you produce. 

Final Thoughts

Content planning is complicated, but it is essential to do it right. It’s great to identify your objectives, but you’ll need a well-thought-out plan to lead your efforts. Doing so will keep your team members on track and allow you to go back to it to explain the activities you’re doing and the choices you’re making.

Krafted Digital is a full-service digital marketing firm providing affiliate marketing services based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today.