Content marketing involves creating unique, high-quality content that is aimed at a specific audience, appeals to their interests and addresses a query that can be resolved. Your content is a way to sell your product, brand or service by providing beneficial information that attracts customers to your website and ultimately entices them to buy your products. The end goal is to encourage conversions from the engaged visitors to your website.
In many ways content marketing starts with the basics and creates some customer profiling. Perform some customer analysis. Who are your customers? What do they like/dislike? What products are they looking to buy? Are the products unique or are they sold widely and competitively? What sort of company do they want to buy from?
When you know who your customers are you can then start to target them using content.
For example: Some customers are looking to buy cut to size acrylic panels. These customers are going to be mainly B2B customers and they will probably try to find you using Google Search on a desktop or laptop. They will be looking for a good idea of how good the materials are and will probably appreciate example videos and images. They might find you on the weekend using their mobile phone but will probably order on a weekday.
All of these considerations will help you to not only determine your audience but how they consume your content, so that you can adapt and focus your content accordingly.
High quality content will help to naturally draw in your audience. There are many ways that you can research and write your own content. These include:
Your content is primarily distributed by search engines and the best way of getting search engines to distribute it, is to make it search engine friendly. Some people call this search engine optimisation. This is a fine art in itself but the general rule of thumb is that if you write well constructed, genuine content (the type of content that you yourself would like to read) then you are on the right path there. Other points to consider include; a well designed website which looks good to Google and to the customer, a fast and advert free website that breaks records in terms of the speed of the download (and this includes well optimised images and videos), and always avoid duplicate content.
If you have written a blog or article your aim should be to gain some engagement and the more people that share it, the more likely it is to get more interest. You could share it across social media platforms since the traffic generated will be relevant to your business.
It’s worth noting that different social media platforms are better suited to different content. For example, Instagram is great for images and videos. LinkedIn however, may be more suited for B2B ecommerce businesses as it is targeted more towards professionals and companies.
Outside of product and category content there are other places that you can drive more customers through better use of content. These include:
It is always good to know what content is working and what content isn’t, so being able to track the effectiveness of the content you have created is especially important. Tools such as Google Analytics will enable you to track the effectiveness of your blogs. There are also supportive software solutions such as SEMRUSH which will help you to track the effectiveness of your content.
Vertical Plus uses a system of opportunity management through Cleargro. This system helps you to focus your content optimisation on products which are already highly visited or being sold. For sites with large inventory management sites, Cleargro can help focus your content marketing in the right places.