Content Marketing Strategy and Process for eCommerce That Sell 24/7
Would you like to have profit driving content that keeps bringing shoppers to your site 24/7? Then, learn what you must have to make it matter and get the details of the process I used in my prior work. All shared in my webinar with eZdia last week.
As you might know, content marketing done right brings qualified traffic, makes you look great with Google search and engages with your audience the way they’d prefer or used to. From the industry stats we know that:
- Shoppers that engage with a piece of quality content are 5X times likely to come back.
- While 60% of visitors that come to your site do not buy and might intend to do so after 24 hrs. pass or longer.
- On average you have 11 days to recover 90% of them via retargeting).
This allows us to craft a program that will use the data to drive profitable results.
Thus, the content that sells does:
- Deliver ongoing referrals all year round.
- When experienced by your shoppers, engages them and brings their attention and interest with a surprise or humor to what you offer.
- Bring better insights on what your customers find appealing, what language they use and in what situations to bring up your products.
- Allow to amplify much simpler on social, if you have substantial volume of highly engaging posts that can be turned into ads in a matter of minutes with the right technology (see in my book on how, chapter on eCommerce marketing at scale).
The key to success is to view your content marketing activities as a series of stories you want to tell your prospective customers consistently that also inspire some action in relation to what you offer. This means doing quality work, with enough volume to make a difference and get noticed.
The results you can expect from your efforts vary from 15% of traffic from one specific channel. Thus, you can just pick one tactic that works and really master in quality and volume (say YouTube). Or of you do it well throughout your marketing channels, you can get up to 40% of organic and shoppable traffic total like BirchBox does. Or higher engagement and conversions from social, which are still the most profitable channels if done not half-heartedly and at scale.
Last week at eTail West 2014, MyBinding.com and Crocs shared their content results. MyBinding.com specifically produced over 600 videos lately. Yet, approached the production with the target to increase revenue per visitor by 10% with the first ten and so forth. Ultimately, tracking the kind of videos that engages and the quality of work based on this performance metric.
Or watch the recording of the webinar above if you have 20 mins.
So, how do you go about creating a content strategy that kills it? A good program normally has these 4 criteria:
- Your content volume must be scalable to matter in proportion to your product catalog.
- You might find it to be truly challenging to be creative. Even if you pick top best sellers, they might be boring to write about.
- Your content must inspire and engage. If they do not buy your communications, they would not buy your products.
- You must have the right mix of product specific and related content.
How to solve for those criteria and produce like a selling machine? See what process I follow for scalable content production for eCommerce in the webinar, with some extra tools to download for free.