Content runs the world. And if you want to boost your ecommerce store’s revenue, there’s nothing like the good old’ inbound marketing to do it.
In this post, we’re going to show you all the hacks you need to know for ecommerce content creation in 2019.
Let’s hack your way to success!
Table of Contents
- Voice Search
- Distribution Platforms
- Keyword Intent
- Quantity over Quality?
- Reusing Content
- The Skyscraper Technique
- Omnichannel Content Marketing
1. Use Voice Search
By 2020, 50% of all Google searches will be voice searches. It’s simple: people just love saying:
“Alexa, where can I get a prom dress?”
“Siri, find me some shoes that don’t suck.”
And this is where your store comes in.
Since over 22% of smart speaker owners have made a purchase using their device, and the trend is set to rise, you can use it by optimizing your content for voice search.
How to Optimize Your Ecommerce Content Creation for Voice Search
The most important thing about voice search optimization is focusing on phrases and long-tail keywords.
For example, if your customer searches for “Where can I buy leather shoes online?” and you sell those shoes, you should incorporate the query into your content.
It’s all about the conversational nature of voice search queries, as opposed to keywords like “leather shoes online” that people search for on desktop.
Next, you should answer specific questions.
If we take our leather shoes example, simply ask yourself what your customers are interested in, and then create a FAQ section.
2. Content Creation in 2019 Is More than Blogs
While most of us think about blogs when we think about content creation, the game has changed in 2019.
Depending on what you sell in your store, you could also post your content on sites and platforms such as:
Quora and Reddit in particular are great for amplifying your content and reaching new audience members directly.
They frequently appear on the first page of search engine results for numerous queries, and they’re in a conversational language (giving you a voice search boost).
3. Understand the Intent behind the Keywords
When you’re creating your ecommerce content, make sure you’ve analyzed different types of leads and customers.
For example, someone at the top of the funnel may search for a generic term: “leather shoes.”
They’re not ready to commit. All they want is to know more. You can provide for them by creating content such as: “Everything You Need to Know about Leather Shoes.”
A middle-of-the-funnel prospect would search for “best leather shoes.”
They are demonstrating a purchase intent, but they’re still not ready to buy. They need more information. An article titled “Brand A vs Brand B Leather Shoes” would go a long way towards reinforcing their intent (and gently pushing them in your direction).
Finally, your bottom-of-the-funnel prospects will search for specific terms/features/brands like: “Suede shoes.”
If you understand which keywords signify which intent, you’ll know what kind of content to create to attract different audience segments.
4. Volume Is Key
In 2019, content marketing is still largely about volume.
Yes, quality matters, but there’s a lot of content being posted every day. If you want to become a resource, you’ll need to do more – and better.
According to the Marketing Insider Group, bloggers who published posts weekly were 2.5 times more likely to report “strong results” than bloggers publishing monthly.
Is this a lot?
But you don’t have to do it on your own.
Your blog is one of the biggest marketing assets you have, and it’s important to place it in the right hands.
Now, you don’t have to navigate the wild world of freelance writers with no set prices and varying quality.
You’ll get 4000 words for just $250/month.
All our writers are experts at what they write about.
Leather shoes, logistics, software… You name it, we’ve got writers who know every nook and cranny of the niche.
5. Kill Two Birds with One Stone: Reuse Your Content
If you want to grow your ecommerce revenue with content marketing in 2019, it’s not enough to just hit “Publish” and call it a day.
Instead, you should actively promote your content.
At the same time, you’ve gotta be on social media. It takes a lot of time to coin original tweets and take photos for the ‘gram.
When you add all of that up, it’s just ridiculous. You’re a business owner – not a professional tweeter!
So what you can do to get ahead is reuse your content.
Turn that 1,000-word beast into 20 social media posts and an infographic.
Expand on it on Twitter by offering your commentary.
Recycling is not just good for the environment; it’s good for your revenue too!
6. Use the Skyscraper Technique
There’s nothing like leaving your competition to do all the hard market research work, and then swooping in to see what they forgot.
The skyscraper technique is a great trick for ecommerce content creation, and all you need to do is:
- Google your target keywords or use BuzzSumo to find the top performing content in your industry
- Go through the top performing content
- Identify gaps in the content (for example, take a look at the comments section)
- Create your content with the gaps in mind
This will help you create a truly comprehensive resource that will give your target audience what they wanted to hear.
It’s a win-win.
7. Omnichannel Is (Literally) Everything
Your customers and leads are everywhere and with a little help from tech, you can create a seamless ecommerce content flow.
Let’s say a lead comes to your site through a post about “Maintaining leather shoes.”
They sign up for your lead magnet (newsletter with discounts). Then they shop around but ultimately abandon their cart.
You can set up an email campaign that reactivates them.
You can also send them Facebook Messenger bot notifications when you publish more content that’s interesting to the audience segment they belong to.
The world is your oyster. And it’s all due to content marketing.