{"id":86397,"date":"2018-09-20T12:20:30","date_gmt":"2018-09-20T19:20:30","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=86397"},"modified":"2023-09-08T11:14:52","modified_gmt":"2023-09-08T18:14:52","slug":"how-to-develop-a-top-ecommerce-content-marketing-strategy","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/how-to-develop-a-top-ecommerce-content-marketing-strategy\/","title":{"rendered":"How to Develop a Top Ecommerce Content Marketing Strategy"},"content":{"rendered":"\n<p>There are three primary audiences that ecommerce content marketing can address. The audience you choose will make or break your content marketing ambitions.<\/p>\n\n\n\n<p>Here are your options:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Address in-house management and cater to their preferences<\/li>\n\n\n\n<li>Address those who love to read about topics related to your niche<\/li>\n\n\n\n<li>Address your best prospects, speak their language, and provide solutions to their problems<\/li>\n<\/ul>\n\n\n\n<p>The clock is ticking. You can only pick one. Which will it be?<\/p>\n\n\n\n<p>Here\u2019s the truth of the matter: Conduct an impromptu and decidedly unscientific study of the next five brands that catch your attention. Compare the articles on their blog and other web pages with what you know about their best prospects.<\/p>\n\n\n\n<p>Ask these questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who is this content aimed at?<\/li>\n\n\n\n<li>What is the purpose of the content?<\/li>\n\n\n\n<li>Is that person (or group) the most likely buyer of the brand\u2019s products or services?<\/li>\n<\/ul>\n\n\n\n<p>You\u2019d expect the stars to line up, wouldn\u2019t you? You\u2019d think \u201cOf course that content is going to be concerned exclusively with the best prospects for the brand.\u201dDo the research and take notes. You may come away surprised \u2013 even shaken.<\/p>\n\n\n\n<p>If you\u2019ve been struggling to publish content that gets read, shared, and tied directly to sales, the good news is that you\u2019re not alone. Great content requires more than a writer, an editor, and a C-suite wordsmith to watch the gate. Great content springs from great strategy. It needs great ideas. And it always begins with the most important person in ecommerce content marketing:<\/p>\n\n\n\n<p><strong>Your best prospect.<\/strong><\/p>\n\n\n\n<p>In this article, you\u2019ll get three light-the-fire suggestions to revitalize your content and attract customers like a magnet. Once you get the hang of it, you\u2019ll be unstoppable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-who-are-you-trying-to-please\">Who are you trying to please?<\/h2>\n\n\n\n<p>Of the three primary audiences that ecommerce content marketing can address, there\u2019s only one that really counts \u2013 so why do brands tend to invest so much time and money on the other two?<\/p>\n\n\n\n<p>Here\u2019s one reason: The organizational structure of the company ends up killing the right content.<\/p>\n\n\n\n<p>The ecommerce manager probably has a firm grip on the target audience and the messaging needed, but the approval process routes it past a cadre of gatekeepers \u2013each with a different agenda and point of view. It\u2019s a common process that ensures what\u2019s approved won\u2019t capture the interest of anyone but management and the avid reader.<\/p>\n\n\n\n<p>Are you ready for change?<\/p>\n\n\n\n<p>Then draw a straight line between your content and your best prospects. To get the train moving, here are three ways ecommerce <a href=\"https:\/\/thegood.com\/insights\/e-commerce-team-structure\/\">marketing teams can produce effective content<\/a> that will help build the brand and boost bottom line sales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-paths-to-effective-storytelling-for-your-brand\">3 Paths to Effective Storytelling for Your Brand<\/h2>\n\n\n\n<p>It\u2019s important that everyone in the routing procedure, from the writer to the final manager, gets and shares the same vision. This begins with an agreement on the most important audience and the concerns of that audience. Use these three suggestions to launch the discussion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-make-it-easy-to-imagine-the-better-future-your-products-offer\">1. Make it easy to imagine the (better) future your products offer.<\/h3>\n\n\n\n<p>There are plenty of reasons why someone might want to buy your products instead of ordering from the competition, but those reasons have less to do with features and benefits than they do with the experience a customer is hoping to create or avoid.<\/p>\n\n\n\n<p>Get a firm fix on the job your customer is hiring your products to do. Then make the solution clear. Show your prospects how reliable, affordable, durable, fast-acting, comfortable \u2013 or whatever it is your product does for buyers \u2013 actually is. Show them what those things will mean for them. Whatever your product does to change the customer\u2019s experience and make the customer\u2019s life better\u2026 write about that.<\/p>\n\n\n\n<p>Subject every approval to this litmus test: do all copy, photos, and videos supporting your products make it easy to see how awesome life can be with your products? If not, keep focusing until they do. Your aim is to bridge the gap between your products and your best prospects\u2019 goals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-don-t-tell-your-brand-story-tell-your-customer-s-story\">2. Don\u2019t tell your brand story, tell your customer\u2019s story.<\/h3>\n\n\n\n<p>Brand story and customer story are the same. Any authentic brand story is the one told by your customers about an experience they\u2019ve had with one of your products.<\/p>\n\n\n\n<p>Think about a surfer getting covered up in a perfectly shaped wave off the coast of Brazil, or a rock climber making it higher than ever on a challenging route. Your product is there, but the story isn\u2019t about your brand. The story is about the experience. It\u2019s about the job well done. Brand story and customer story are the same.<\/p>\n\n\n\n<p>The job of ecommerce content marketing is to align the brand stories you tell with the stories your customer will be telling down the line. Illustrate the problems solved, along with the opportunities and experiences created. Don\u2019t let the \u201c<a href=\"http:\/\/brolik.com\/blog\/make-logo-bigger\/\" target=\"_blank\" rel=\"noopener\">make the logo bigger<\/a>\u201d mindset take over your content. Say less about the brand and more about what your brand makes possible for your customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-let-your-customers-share-the-details-for-you\">3. Let your customers share the details for you.<\/h3>\n\n\n\n<p>Reviews, feedback, questions, photos, and videos from your current customers will all say more to your potential customers than you ever could. Ask them to tell others, in their own words, what it is about your brand that makes life better for them. Prospects will believe them a whole lot quicker than they\u2019ll believe you.<\/p>\n\n\n\n<p>Your blog or website should not only be a platform for you to speak from, but a place where your customers can share the adventures, fun, relaxation, struggles, and victories your brand has helped them to and through. Don\u2019t limit the conversation to the \u201cshiny happy people approach\u201d to product promotion, though. That can kill credibility.<\/p>\n\n\n\n<p>A little negative feedback keeps it real and believable. Besides, <em>Jane75<\/em>\u2019s negative viewpoint may or may not be important to <em>SurferDude<\/em>.<\/p>\n\n\n\n<p>Even an unhappy customer is engaging with your brand. Let go of the need for everything to be wonderful. Weed out the trolls, but allow legitimate customer stories, questions, and even complaints to round out your content.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ecommerce-content-marketing-where-to-go-from-here\">Ecommerce Content Marketing: Where to Go from Here<\/h2>\n\n\n\n<p>You may have noticed that the three paths we discussed all lead to the same destination. Every <a href=\"https:\/\/thegood.com\/insights\/fynn-glover\/\">effective ecommerce content marketing<\/a> method does the same thing. In essence, the suggestions given are checkpoints. Like the security line at the airport, they make sure everything that passes through is a qualified and justified part of the journey.<\/p>\n\n\n\n<p>Develop your ecommerce content marketing strategy with your best prospects in mind. Help them visualize how your products will make their lives better. Invite them to participate in creating the brand story. And don\u2019t forget to look closely at your approval process. Make sure everyone in the routing sequence is solidly in support of the mission and the method. Final approval should be based on the content\u2019s suitability for the agreed-on strategy.<\/p>\n\n\n\n<p>If you need help, schedule a <a href=\"https:\/\/thegood.com\/landing-page-teardown\/\" target=\"_blank\" rel=\"noreferrer noopener\">landing page assessment<\/a>. We can help you identify some opportunities for next steps.<\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":12,"featured_media":88510,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["Don't be one of those brands that invest in the least relevant audience type. Invest in this audience and improve your content marketing efficacy."]},"insight-category":[32],"insight-tag":[79],"class_list":["post-86397","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-customer-acquisition","insight-tag-content-optimization"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",934,623,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-150x150.jpeg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-300x200.jpeg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-768x512.jpeg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",934,623,false],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",934,623,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",934,623,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-380x215.jpeg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-760x430.jpeg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-600x400.jpeg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",112,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",400,267,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important.jpeg",600,400,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-24x24.jpeg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-48x48.jpeg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-96x96.jpeg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-150x150.jpeg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/blogs-still-important-300x300.jpeg",300,300,true]},"post_excerpt_stackable_v2":"<p>There are three primary audiences that ecommerce content marketing can address. The audience you choose will make or break your content marketing ambitions. Here are your options: Address in-house management and cater to their preferences Address those who love to read about topics related to your niche Address your best prospects, speak their language, and provide solutions to their problems The clock is ticking. You can only pick one. Which will it be? Here\u2019s the truth of the matter: Conduct an impromptu and decidedly unscientific study of the next five brands that catch your attention. Compare the articles on their&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"David Hoos","url":"https:\/\/thegood.com\/author\/davidhoos\/"},"comments_num_v2":"1 comment","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Develop a Top Ecommerce Content Marketing Strategy - The Good<\/title>\n<meta name=\"description\" content=\"Don&#039;t be one of those brands that invest in the least relevant audience type. Invest in this audience and improve your ecommerce content marketing efficacy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/how-to-develop-a-top-ecommerce-content-marketing-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Develop a Top Ecommerce Content Marketing Strategy\" \/>\n<meta property=\"og:description\" content=\"Don&#039;t be one of those brands that invest in the least relevant audience type. 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