How Ecommerce Brands Should Approach Content Marketing in 2018

By William Harris

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Content marketing is changing. In the past, you might have been able to get real ROI from lazily publishing 500-word articles on your blog week after week, but it’s not enough anymore. In order to use content to build brand awareness, differentiate from competitors, secure customer loyalty, drive more traffic to your product pages, and increase sales for your ecommerce business, you have to approach it differently than you have been these past few years.

As you read this, you might be thinking to yourself, “what’s actually changing about content? I haven’t really noticed any drastically different strategies being implemented by competitors or other brands I follow… what do you have to know in order to continue using it as a viable lead generation and conversion channel for your business?”

In this article, I’ll spend some time outlining some of the newest ways brands are using content to differentiate and make an impact, show some real examples from well-known brands, and provide you with some actionable tips that you can use to build a better content strategy for your ecommerce business for the next year ahead.

How Content Marketing is Changing

There’s been a growing concern among many businesses, brands, and marketing professionals lately that content no longer provides the value that it once did. I think it’s a fair assessment to make. Most of what used to work 5 years ago, 3 years ago, and even 12 months ago isn’t viable anymore.

In the past, content marketing used to be all about:

  • Creating content
  • Building links
  • Keeping a consistent weekly publishing schedule
  • Hiring cheap writers or interns to produce content
  • Repurposing a topic that someone else had already written about
  • Sharing blog posts with followers on Facebook and Twitter
  • Trying to get people to sign up for a blog updates email list
  • Aggressively promoting or linking to products in blog posts
  • Not being entirely sure how to measure success

But this approach isn’t effective anymore, and it surely won’t be effective going in 2018.

The best and most innovative ecommerce brands are starting to recognize this, and they’ve already started making changes to their strategy and how they think about and approach content.

For them, content marketing is all about:

  • Telling stories, sharing experiences, and being more transparent
  • Creating content resources and presentations that can’t be easily repurposed by another person or brand
  • Focusing more on quality and actual value, as opposed to quantity or output
  • Hiring skilled writers and journalists to create compelling stories and epic content resources
  • Focusing more on developing authentic relationships with marketing partners and influencers, and less about using outdated promotion and outreach tactics to build links.
  • Nurturing relationships with prospective customers by segmenting, personalizing, and promising to provide specific value to subscribers based on their interests and where they are in the buyer’s journey.
  • Focusing less on product promotion, and more on helping people, supporting movements, and authentically engaging in the communities they serve.
  • Being hyper-focused when it comes to measuring performance and success, digging into analytics, launching a/b tests, setting goals, and tracking KPIs.

If this breakdown looks like more work, it’s because it is. Content marketing is Go to the full article.

Source:: Business 2 Community

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