Content strategy is a complex process yet extremely important to master. The following are three important aspects to take into consideration when developing an e-commerce content strategy. Based on your solid foundation of an e-commerce site that is technically sound and has a logical structure that is designed to give the best possible user experience You can now begin to create an effective content strategy that can bring in – and convert your ideal customer.
Perhaps, you’ve made through keywords as well as competitive research and now have these insights to inform the next steps.
People
There are two primary types of people you should consider the people who are driving your content initiatives and your target customers and audience. facebook
In smaller operations of e-commerce in lesser eCommerce operations. Your managing editor and Content Marketing Manager or Content Director could be the same. In larger businesses, mid-sized and large, there is a greater likelihood of having each with its own job.
The leadership of a team for content marketing requires a sharp eye for detail, exceptional editing, and copywriting skills, as well as the ability of a journalist to find and then extract, analyze and then summarize complex information and information.
It is crucial that leaders in content marketing have a good understanding of Martech’s concept and know how it can and will be utilized to assist you to meet your eCommerce goals.
It isn’t necessary to locate someone who is already proficient within your own company’s stack or platform. After everything, you have hundreds of martech tools available on the market. But, you will need a person who is able to quickly come up-to-date with the tools and technologies that you prefer.
Building Your Content Team
Who are you looking for to be part of your team? In addition, what essential accountability responsibilities are you required to make sure are taken care of?
Based what the scope of the company depending on the size of your business, you could have one person on your team who is responsible for several areas of responsibility – or, you may have hundreds of team members in one.
It is also possible to outsource certain obligations to freelancers or even let an agency take care of the bulk of the content creation. In any case, ensure that these essential aspects of your marketing campaign are taken care of.
Editing with a focus on brand voice SEO of content to search engines as well as alignment with the customers’ journey and formatting to suit specific channels. Prioritization and management of projects. Promotion of content, either via PR or paid channels. event.ft
Who Is Your Ideal Audience?
Persona creation and customer journey mapping are the two most important aspects in any strategy for content. They aren’t just one-off tasks however, they are living guidelines that you’ll revisit and revise frequently as data on performance dictates.
Persona Development.
Personas help you understand.
You’re trying to get in touch with.
What issues can you solve to solve them?
You can find them on the internet.
What is their language?
They’ll be used in the planning of content to spot opportunities and gaps as well as the content creators you employ to figure out who they’re trying to get to.
Customer Journey Mapping
I’m a huge fan of Avinash Kaushik’s “See, Think, Do, Care” customer journey framework that is an alternative to traditional linear models.
In this model the audience segments you target are defined by the way they behave rather than psychographics or demographics:
Read The largest qualified audience you can reach.
Think your largest reachable, qualified audience that you can address with an explicit commercial intention.
Do your largest audience that you can address with qualified and lots of commercial purpose.
Care Customers who are currently customers according to two transactions.
Every piece of content should fulfill a specific need for the audience you are targeting, whether the need is either informational, navigational, or transactional in the sense of.
Connecting your content to your customers’ journey is a crucial strategy to include in your content strategy on a regular basis.
There is a significant value when applying retroactively an existing material through the help of a content audit. This is a challenge for companies that already produced a lot of content prior to implementing an established content strategy.
Engaging Your People for Success in Content Marketing
With the right personnel in place to help get your company and its products in front of interested consumers at the times that are crucial. It’s up to you to make sure your team has the capacity to succeed.
The B2C companies that excel in content marketing splurged. 26% of their overall budget for marketing to content marketing in the year 2018. A larger part of this budget is put towards providing the tools and technology marketers require to develop.
Technology
New technologies, particularly ones that incorporate AI and machine learning features can create a wealth of exciting opportunities for companies that sell online. They want to personalize their content and interact with potential customers in more significant ways.
Here are some important points to be aware of when you’re deciding on the right technology to support the content plan.
Stack or Suite?
B2C businesses use on average four digital technologies to support their marketing campaigns for content using analytics tools. With email marketing software being the most popular.
What we’re seeing right now is an evolution away from the use of only one tool to address a particular issue.
The effectiveness of AI is more effective when the data generated by one software tool can utilize by another. Marketing executives are recognizing that different databases and manual methods are not necessary and hinder their effectiveness in marketing content.
Automation or Intelligent Automation?
We’ve used automation for many years to relieve some of the work from repetitive tasks like keyword research and research on competitive markets.
Since the advent of AI, We’ve gone from simple automation to intelligent automation, in which our technology isn’t just performing tasks. But also executing optimizations, prioritizing work, and even making choices.
Automated systems rely on humans to input the correct information. And the right instructions to the system in order to get the outcome.
Intelligent automation lets us transfer massive amounts of unstructured data into systems. Which analyzes and then activates the data.
Who Owns Your Content Marketing Tech?
Making the most effective usage of technology is dependent on an in-depth knowledge of its workings for the person who operates it. In the realm of content marketing, creativity, as well as interpersonal abilities, are equally crucial. Who is ultimately accountable for the operation, implementation, and performance of your marketing technology to create content?
In smaller businesses, it could include the content marketing manager. For larger brands in the e-commerce industry, it is possible to create an undefined function for the management of martech.
Process
With your team set up with the best technology, ensure that you have a process that is scalable an integral part of your e-commerce workflow for content marketing.
Roles & Workflow
Be sure to avoid conflicts and redundancies in your workflow of content by making sure you clearly establish the roles of each.
This should most likely include an outline of the assignments for which every member of your team is accountable. However, it must also include an accounting of the commercial and marketing results each individual has.
Editorial Calendar
The Editorial Calendar of your company is a constant and breathing guide for the content initiatives of your company. Which every user should be able to have access to, even using a view mode.
Google Sheets is a great alternative in the absence of an entire marketing tool that comes with an editorial calendar.
Content Inventory
Your inventory of content could be a separate tab within the Editorial Calendar, or it could be a separate document.
Making an inventory of your content can be a challenge, especially in the case of publishing for some time and having a lot of content that documents. It’s worth it, but.
Bringing It All Together
Content strategy can be complicated yet extremely important to be done right. It’s great to write down your goals. However, you’ll have a comprehensive strategy to guide your work to ensure your all team members are on the same page and reference it for reasons to justify the actions you’re taking as well as choices you’re making.
It’s not enough to document it. an absolute fact. In reality, the most effective strategies for content are reviewed and revised as results dictate.
