Content marketing is critical for every e-commerce site these days. It is not just enough to offer a good product at the right price.
An e-commerce website needs to communicate that they are engaged with what their consumers want and providing quality content can accomplish this goal.
A good content marketing strategy will also encourage backlinks to your website which will result in better search engine optimization. But creating good, consistent content can be hard, and if a business just starts creating content without a smart plan, it will lapse into just another set of random blog posts somewhere on the Internet.
Here are a few tips which any business can follow to create a vibrant content marketing strategy.
1. Make a content schedule
The good news about content marketing is that it can be fairly inexpensive. It does not take much money to set up a company blog or podcast. But while content marketing may be cheap monetarily, when done in-house it is expensive in time.
It takes time to craft smart and relevant content and it is easy to put off in lieu of more important back-office matters. But maintaining a company blog is like exercise. Once you put it off for one day, it becomes easier to put it off for the next day and the next until you no longer do it at all.
Yet, only 53 percent of businesses report using a content marketing strategy. Interestingly enough, businesses that did not have a strategy found content marketing to be less effective. So, create a content strategy, maintain a schedule and stay consistent with regular updates.
2. Prioritize quality over quantity
There is too much information on the Internet for any one person to consume. And given how many businesses are trying their hand at content marketing, it is critical to rise above the noise.
This means that your company’s content should be well-written, researched, and structured. If, for example, your company sells medical equipment, such as a portable BP monitor, your customers will likely ask a lot of technical questions and a series of blog posts is a good place to address them.
Of course, publishing one blog post a month will yield slow results, if any. Once a week is probably the lowest frequency update interval that is acceptable these days. But if your’re struggling to churn out good content, then perhaps you should post less often with more intent. One good post once a week is better than two bad ones twice a week.
“Cranking out more content of lower quality isn’t going to endear you to the Internet,” Burns Marketing asserts. I am also a fan of their suggestion to cut output by a third so you can focus on producing a few gems instead of a slew of chaff.
3. Don’t forget content distribution
You can write a post that would make Shakespeare weep in joy, but if no one can read it, it is irrelevant. As much as businesses focus on content creation, they often ignore the importance of content distribution.
The entire process of content distribution could be another article in and of itself, but there are a few key things to note.
First, distinguish between external and internal distribution opportunities. Kiss Metrics distinguishes the two by saying that the former is content posted on places not owned or controlled by the business such as Internet forums, Reddit, or Facebook groups, while internal distribution is content such as newsletters, e-mails, or on company social media accounts.
External distribution lets you reach a larger audience. Yet, no matter where you choose to distribute your content, learn your audience and what type of content resonates with them. Carefully research any distribution platforms and craft your content for their audience, while sticking to your core message.
4. Good content equals good results
Content marketing may seem easy at first, but it is not. It requires a lot of time and effort to attract customers. Every business wants to create a click-worthy post or viral video and become internet famous.
But if you consistently produce good content, take your time, and ensure that it is distributed in the right places, where your ideal customers will see it, then you’ll see just how effective content marketing can be.
This article has been edited and condensed.
Simon Crompton is a freelance journalist and entrepreneur running several online businesses including his marketing firm, Threecolors.blue. Simon spends the majority of his time blogging about business startups and consulting on web development. He has launched multiple online companies. He is also a dedicated follower of fashion, and has written for the Financial Times and GQ. Connect with @PermanentStle on Twitter.
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