how to use content marketing in e commerce
DESCRIPTION
Great content should be the focus point of your marketing efforts to ensure the success of your online store. Why? Because customers are information seekers at heart, especially when they buy online. What better way to "feed their need" than to give them what they really want. This presentation covers how to use content marketing in eCommerce, along with some best practices.TRANSCRIPT
How to use Content Marketing in eCommerce
Shelley Pringle, Polaris
Katie Hudson, Demac Media
Introductions
Shelley PringlePR and Inbound Marketing Consultant
Polaris Marketing & PR@shelleypringle
www.polarisprinc.com/blog
Katie HudsonMarketing ManagerDemac Media@kt_hudsonwww.demacmedia.com/blog
Agenda
• 4 Reasons you DON’T need content
• Content’s new role in eCommerce
• Examples
• Discussion
4 Reasons you DON’T need content
1. Your product is
truly AMAZING!
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
2. You have LOTS
of money to spend
on marketing
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
3. Growing your
business is not a
priority
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
4. You know every
customer
personally
Content Marketing:Its New Role in eCommerce
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Get Found,
and be Loved
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Low Price
Strategy
=
Non-sustainable
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Education is
the key!
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
More likely to be
shared
“To sell in eCommerce is to sell through a photo”
Examples
• Video
• Free Downloads
• Mobile Apps
• Infographics
• Social Media
• Blogs
• E-Newsletters
• User Generated Content
• Content Curation
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Video
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Free Downloads
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Email Marketing
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Infographics
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Content Curation
Social Media
• Your window to show some personality
• Standard:
– Twitter, Facebook, Linkedin
• The Newbies:
– Vine, Instagram Video, Snapchat
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Social Media:
Vine
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
User Generated
Content
Discussion