ecommerce content marketing 101
Post on 22-Jan-2018
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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
The First Step…
Understand Your Target Audiences
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Understanding Your Audiences and Outcomes
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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
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VALUE PROPOSITION
How To Convey Trust and Self-‐Expression In 50ms
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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
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What Does A Value Proposi4on Look Like
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Headline: Appeals To Self
Interest
Sub4tle: Clear, Concise,
Credible.
Visual: Highly Specific
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)
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How To Turn A Google Search Into a Persona
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Persona #1: Shirly
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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?
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?
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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?
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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
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PRODUCT DESCRIPTIONS
How To Get Your Products Found On Google and Loved By Customers
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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
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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
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3 Proven Blog Content Ideas That Customers Love
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1. Add A Recently Purchased Page
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• Most Shared Page On Site • Over 121K Shares • Ideal For Custom
2. Create A Buying Guide Focused On Customer Ques4ons
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• Almost 6K Backlinks • Photos, Video and Long Form Content
3. Create A Monthly Giveaway Page
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• Over 16K Shares • 200 Backlinks
ECOMMERCE BLOG
How To Turn Your Blog Into A Link Magnet
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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
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What About Your Other Audience?
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Why You Really Need A Blog
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How To Funnel Link Juice To Your Products
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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)
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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
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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
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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?
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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]
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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
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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]
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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
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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
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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]
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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
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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!
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Ques4ons?
Hit me up at darren@selfstartr.com
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