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Ecommerce content marketing 101

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ECOMMERCE CONTENT MARKETING How to Develop a Winning Content Marke4ng Strategy 1
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Page 1: Ecommerce content marketing 101

ECOMMERCE  CONTENT  MARKETING  How  to  Develop  a  Winning    Content  Marke4ng  Strategy  

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About  Darren  DeMatas  Darren  DeMatas  has  an  MBA  in  Internet  Marke4ng,  but  hangs  his  hat  on  a  decade  of  experience  making  retail  brands  profitable.  He’s  marketed  global  Fortune  500  companies  and  small  1-­‐man  ecommerce  niche  brands.  He  is  a  Chris4an  that  some4mes  mixes  business  with  pleasure  :)  •  Copyblogger  Cer4fied  Content  Marketer    •  Google  AdWord  Cer4fied.    

Keyword  Research  101   2  

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The  First  Step…  

Understand  Your  Target  Audiences  

3  Content  Marke4ng  101  

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Understanding  Your  Audiences  and  Outcomes  

Content  Marke4ng  101   4  

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Customer  Centric  Content    

•  70%  -­‐  80%  Of  Your  Content  Mix  •  Connect,  Inform,  Build  Trust,  and  Persuade  

•  Clear  Value  Proposi4on  •  Product  Descrip4ons  That  Use  Their  Language  •  Engaging  Blog  Content  That  Appeals  To  Lifestyle  

Content  Marke4ng  101   5  

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VALUE  PROPOSITION  

How  To  Convey  Trust  and  Self-­‐Expression  In  50ms  

6  Content  Marke4ng  101  

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What  Is  A  Value  Proposi4on?  ①  Tells  Visitors  Why  They  Should  Buy  From  You  

and  Not  Your  Compe4tor  ②  Value  Prop  Should  Quickly  Connect  To  Your  

Customer’s  Self  Interest  ③  Needs  to  Be  Clear,  Credible,  and  Concise  

Content  Marke4ng  101   7  

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What  Does  A  Value  Proposi4on  Look  Like  

Content  Marke4ng  101   8  

Headline:  Appeals  To  Self  

Interest  

Sub4tle:  Clear,  Concise,  

Credible.    

Visual:  Highly  Specific  

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The  Quickstart  Guide  To  Developing  A  Value  Proposi4on  

①  Develop  A  Persona  (Married  Guy,  Stylish,  Outdoorsy)  

②  Turn  Features  Into  Benefits  ③  Find  Why  Customers  Buy  (Ideally  Yours)  ④  Use  That  Language  (Verba4m)  

Content  Marke4ng  101   9  

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How  To  Turn  A  Google  Search  Into  a  Persona  

Content  Marke4ng  101   10  

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Persona  #1:  Shirly  

Content  Marke4ng  101   11  

①   Headline:  Take  The  First  Step  Towards  A  More  Healthy  Home  

②   Sub:tle:  Organic  food  delivery  is  cheaper  than  you  think.  You  can’t  afford  not  to  eat  healthy.    

③   Image:  Mom  In  Simple  Kitchen  Emptying  Bag  Of  Groceries  While  Looking  at  Alen4ve  Child,  While  Husband  Helps  Kid  With  Homework  In  Background  

④   CTA:  START  LIVING  HEALTHY  ⑤   Business  Test:  Deliver  Slower,  

Price  Lower?  

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Persona  #2:  Fiona  

①   Headline:  Restore  A  Healthy  Balance,  No  Die4cian  Needed  ②   Sub:tle:  Enjoy  The  Power  of  Healing  Organic  Food  Delivered  

Directly  To  Your  Doorstep  Every  Few  Days  ③   Image:  Fit  Woman  With  Box  Of  Food  Walking  Inside  Nice  

Apartment  ④   CTA:  FIND  THE  FOOD  YOU  LOVE    ⑤   Business:  Deliver  Faster,  Price  Higher?  

Content  Marke4ng  101   12  

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Customer  Survey  ①  Tell  us  about  yourself  Your  hobbies,  job,  age,  gender,  anything  

else  you  want  to  share  ②  What  did  you  buy?  ③  What  was  the  reason  you  bought  it?  ④  What  maters  most  to  you  when  shopping  for  products  like  this?  ⑤  Did  you  check  any  other  website  for  this/similar  item?  What  made  

you  choose  XXX?  (over  other  online  stores)  ⑥  What  doubts  or  hesita4ons  did  you  have  before  buying  from  XXX?  

Was  there  something  that  nearly  stopped  you  from  buying?  ⑦  Did  you  have  any  ques4ons  you  couldn't  find  answers  to  on  our  

website?  What  were  they?  

Content  Marke4ng  101   13  

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How  To  Turn  Feedback  Into  A  Persuasive  Value  Proposi4on  

•  MEMORABLE  PHRASES    •  WHAT  PEOPLE  WANT  •  WHAT  PEOPLE  ARE  IN  PAIN  OR  

EMOTIONALLY  REACTING  TO  •  COMMON  QUESTIONS    •  Those  Become  Your  Headline,  Features,  CTA    

Content  Marke4ng  101   14  

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PRODUCT  DESCRIPTIONS  

How  To  Get  Your  Products  Found  On  Google  and  Loved  By  Customers  

15  Content  Marke4ng  101  

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5  Steps  For  Geung  Found  On  Google  

①  Content  Needs  To  Be  Original  ②  Content  Needs  To  Be  Substan4al  ③  User  Generated  Content  Helps…A  lot  ④  Op4mize  For  Core,  Related  Keywords  ⑤  Sneak  Medium  Head  Keyword  In  Page  Title  

Content  Marke4ng  101   16  

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Blaze  Through  Your  Inventory  With  Product  Descrip4ons  That  Sell  

①  Write  For  A  Persona  ②  Turn  Features  Into  Self  Interest  Fulfillment  ③  Use  Tone  From  Your  Persona  ④  Layer  Cri4cal  Informa4on  

Content  Marke4ng  101   17  

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3  Proven  Blog  Content  Ideas  That  Customers  Love  

18  Content  Marke4ng  101  

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1.  Add  A  Recently  Purchased  Page  

Content  Marke4ng  101   19  

•  Most  Shared  Page  On  Site  •  Over  121K  Shares  •  Ideal  For  Custom    

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2.  Create  A  Buying  Guide  Focused  On  Customer  Ques4ons  

Content  Marke4ng  101   20  

•  Almost  6K  Backlinks  •  Photos,  Video  and  Long  Form  Content  

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3.  Create  A  Monthly  Giveaway  Page  

Content  Marke4ng  101   21  

•  Over  16K  Shares  •  200  Backlinks  

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ECOMMERCE  BLOG  

How  To  Turn  Your  Blog  Into  A  Link  Magnet  

22  Content  Marke4ng  101  

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A  Typical  (Sucky)  Ecommerce  Blog  ①  No  One  Is  Sharing  or  Commen4ng  ②  Every  Post  Looks  Like  A  Product  Pitch  ③  It  is  Mostly  About  You  ④  Your  Content  Only  Adds  Value  To  Buyers  

Content  Marke4ng  101   23  

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What  About  Your  Other  Audience?  

Content  Marke4ng  101   24  

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Why  You  Really  Need  A  Blog  

Content  Marke4ng  101   25  

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How  To  Funnel  Link  Juice  To  Your  Products  

Content  Marke4ng  101   26  

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A  Proven  4  Step  Process  To  Create  Highly  Shareable  Content  

①  Type  Your  Niche/Keyword  Into  Buzzsumo  ②  Find  A  Shareable  Topic  ③  Analyze  Ar4cles  With  A  Lot  Of  Shares  ④  Produce  An  Epic  Piece  of  Content  (Long  

Form,  With  Custom  Graphics)  

Content  Marke4ng  101   27  

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3  Ways  To  Generate  Traffic  and  Shares  Before  You  Hit  Publish  

①  Influencer  Pre-­‐Outreach  ②  Expert  Interviews  ③  Resource  Guides  

Content  Marke4ng  101   28  

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How  To  Get  Your  Content  In  Front  Of  Influencers  Without  Being  Pushy  

①  Before  You  Publish  Enter  Your  Topic  Into  Buzzsumo  

②  Find  Influencers  That  Shared  Similar  Content  ③  Export  Influencers  and  Edit  Spreadsheet  ④  Import  Into  Buzzstream  ⑤  Send  The  Heads  Up  Email  

Content  Marke4ng  101   29  

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Influencer  Permission  Email  Email  Subject:  Quick  heads  up  on  [Topic]    Hey  [Name],    I’m  emailing  you  because  I  no4ced  that  you  Tweeted  [SHARED  ARTICLE  TOPIC]  the  other  day.    [SOMETHING  PERSONAL  ex.  Not  sure  if  you  no4ced,  but  I  actually  dropped  a  comment  on  it.]    Anyways,  I  have  an  ar4cle  about  [TOPIC]  coming  out  in  a  few  days  that  I  think  you’ll  like.    Want  a  heads  up  when  it  goes  live?  

Content  Marke4ng  101   30  

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Influencer  Follow  Up  Email  Email  Subject:  re:  Quick  heads  up  on  [Topic]    Hey  [Name],    Just  wanted  to  give  you  a  quick  heads  up  that  my  ar4cle  on  [TOPIC]  is  live:    [MY  ARTICLE  TITLE]  (hyperlink)    If  you  have  a  minute,  I’d  love  for  you  to  drop  a  comment  to  tell  me  what  you  think.    Thanks  for  checking  it  out!    [SIGNATURE]  

Content  Marke4ng  101   31  

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How  To  Get  Your  Content  In  Front  Of  Bloggers  

①  A}er  You  Publish,  Enter  Your  Topic  Into  Buzzsumo  

②  Find  Popular  Ar4cles  ③  Export  Ar4cle  Title,  Author,  URL  Into  

Spreadsheet    ④  Import  Into  Buzzstream  ⑤  Send  The  You’d  Like  This  Email  

Content  Marke4ng  101   32  

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Blogger  Heads  Up  Email  Email  Subject:  Ques4on  about  [YOUR  ARTICLE]    Hey  [Name],    I  was  researching  [TOPIC]  today  and  I  came  across  your  ar4cle:  [YOUR  ARTICLE].    Nice  work!  I  added  it  to  my  buffer  queue  J    Anyways,  I  just  published  something  about  [TOPIC]  the  other  day:    [MY  PAGE  URL]    Let  me  know  what  you  think!    [Signature]  

Content  Marke4ng  101   33  

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Niche  Expert  Interviews:  Create  Incredible  Content  Without  Wri4ng  a  Word  

①  Use  Google  Search  Queries  To  Find  Industry  Experts  

②  Follow  Them  On  Social  Media,  Sign  Up  For  Their  Newsleler,  Comment  On  Their  Blog,  Stalk  Them  On  Disqus  

③  Ask  Them  If  They  Are  Willing  To  Do  An  Interview  ④  Publish  Post  ⑤  Let  Them  Know  

Content  Marke4ng  101   34  

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Niche  Expert  Interview  Email  Subject:  Group  interview,  you  in?    Hey  [Name]    I  am  reaching  out  to  [NICHE]  experts  for  a  post  about  [TOPIC].    I  would  love  get  some  thoughts  from  you  regarding  any  of  the  following  topics:  

1.  Short  Response  Subtopic  Ques4on  2.  Short  Response  Subtopic  Ques4on  3.  Short  Response  Subtopic  Ques4on  

 If  any  of  those  ques4ons  jump  at  you,  feel  free  to  fire  back  with  a  short  response.  I  know  you’re  busy,  so  a  short  response  (50  words)  is  more  than  enough.  If  appropriate,  feel  free  to  provide  links  to  any  blog  posts  that  you've  done.    To  be  included  in  the  interview  I  will  need  your  sugges4ons  by  [DATE].  Thanks!!!  Name  

Content  Marke4ng  101   35  

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Niche  Expert  Follow  Up  Email  Subject:  We’re  live,  [Name]!    Hey  [Name],    Just  wanted  to  give  you  a  quick  heads  up  that  our  expert  roundup  is  live:    [MY  ARTICLE  TITLE]  (hyperlink)    Thanks  again  for  your  contribu4on.      Please  give  it  a  share  if  your  followers  would  enjoy  it!    Thanks  again!  [SIGNATURE]  

Content  Marke4ng  101   36  

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Resource  Guide  1.  Use  Google  Search  Queries  To  Find  Industry  

Resources  2.  Aggregate  them  In  An  Epic  Blog  Post    3.  Publish  Post  4.  Reach  Out  To  People  You  Included  

Content  Marke4ng  101   37  

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Round  Up  Email  Subject:  You're  in  our  [TOPIC]  resource  guide!    Hey  [Name]    Just  a  quick  note  to  let  you  know  that  we  included  your  ar4cle,  XXXX  in  our  latest  post:    [MY  ARTICLE  TITLE]  (hyperlink)    If  you  think  this  is  a  helpful  resource,  will  you  help  us  spread  the  word  about  it?    Thanks!  

Content  Marke4ng  101   38  

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Ques4ons?  

Hit  me  up  at  [email protected]  

39  Content  Marke4ng  101  


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