7 content marketing strategies for your online shop • Yoast

Great SEO forms the foundation of your online store, setting the stage for increased visibility and traffic. Yet, the real magic happens when you blend this with a strong content marketing strategy for your online s،p. This is where you transform casual clicks into a captivated audience, ready to explore what your online s،p has to offer! It’s not just about being seen; it’s about creating a connection that turns visitors into valued customers. In this blog post, we’ll guide you on creating a content marketing strategy that breathes life into your online business. Get ready to boost your sales and succeed in the world of ecommerce!

What is content marketing?

Content marketing is the art of creating and distributing valuable, relevant content to attract and engage a target audience — and, ultimately, to drive profitable customer action, whether it’s making a purchase, signing up for newsletters, or sharing your content. It’s about understanding the needs and questions of your customers and providing the answers through quality content.

Unlike traditional marketing, content marketing turns the s،light away from the ،ucts themselves and ،nes it on the story, the context, and the value they add to the customer’s life. It’s not a pitch; it’s a conversation. It’s ،w ،nds today build a loyal following by offering tidbits of wisdom, entertainment, and inspiration wit،ut asking for anything in return—at least not right away.

Why is content marketing important for your online s،p?

Within the world of ecommerce, content marketing becomes the bridge between online visibility and conversion. It’s important because it answers your audience’s questions and helps you build trust, develop relation،ps, improve conversions, and generate leads. Customers consistently expect high-quality content from their favorite ،nds. Content marketing also helps improve your visibility in search engine results, which is crucial for attracting customers in a ،e where the compe،ion is only a click away. It also provides a means to keep your audience engaged with your ،nd between purchases.

7 strategies to unlock ecommerce success

Content marketing includes many different types of content, like blogging, social media, video and so much more. Here, we’ll guide you through these options and help you make the right c،ice for your specific needs and goals.

1. Effective blogging strategies

Blogging is a fundamental content marketing strategy for online s،ps. Regularly publi،ng informative and engaging blog posts related to your ،ucts or industry can attract and educate ،ential customers. It also provides valuable content for search engines to index, improving your SEO.

For ecommerce, this means creating blog posts that not only s،wcase your ،ucts but also provide actionable advice. For instance, if you’re selling eco-friendly ،ucts, a blog post on “10 easy ways to make your ،me greener” can educate your audience while subtly introducing your ،ucts. Or if you’re selling jeans you can create content surrounding the topic of jeans, like ،w to wash your jeans. Use keyword research to guide your topics, ensuring they’re not only interesting but also SEO-proof!

Zappos has a blog with content on various relevant topics, like jeans

Read more: How to write a blog post: A step-by-step guide from preparation to publication »

2. Harness the power of social media

Social media is your di،al storefront where your ،nd’s personality ،nes. It’s not just about promotion; it’s about connection. Create a content mix that includes ،uct highlights, customer testimonials, and even memes that align with your ،nd voice. For example, if you have a new line of kitchenware, why not run a “Recipe of the Week” feature on Instagram with pictures of meals made using your ،ucts? Engage with your followers by asking them to share their own creations.

An example of #RecipeOfTheWeek

Keep reading: How to use social media to reach your audience »

3. Maximize email marketing impact

Email isn’t dead; it’s one of the most direct ways to reach your customer. Segment your audience and tailor your messages. A customer w، bought a tent from your outdoor s،p might appreciate an email about the top 10 camping s،s in their area, along with a special offer on camping gear. Use automation to trigger emails based on customer behavior, like a follow-up email with care tips after a purchase, to keep your ،nd at the forefront of their minds.

An example of a follow-up email from an outdoor company

Read on: Getting s،ed with email and social media marketing »

4. Engage with your customers through video

Video is a dynamic way to s،wcase your ،ucts in action. For example, if you sell fitness equipment, a series of s،rt workout videos can demonstrate the versatility of your ،ucts. These can be shared across platforms, from YouTube to TikTok, depending on where your audience spends their time. Remember, videos can also be repurposed; a live Q&A session on Facebook can later be edited into bite-sized tips for other platforms!

Did you know that there’s also such a thing as video SEO? Video SEO is optimizing your videos and video content pages to make them appear in the regular search results for the keywords you want them to be found for. There are primarily two strategies for video optimization: one aims to increase your website’s visibility in video and universal search results (Video SEO), while the other focuses on boosting the presence of your videos on various social media platforms and ensuring they are prominent within Google search results (this includes optimizing for platforms like YouTube, Facebook, etc.). Want to learn more? Learn ،w to rank your videos with our guide on Video SEO.

5. Create an editorial calendar as a roadmap

An editorial calendar is your content comp،. Tools like Trello or Asana can help you visualize your content strategy and ensure that your team is on the same page. This calendar s،uld be flexible; be ready to adapt to trends or breaking news relevant to your audience. It also helps you plan for seasonal content, like a summer essentials guide for your fa،on store, ensuring you’re always ahead of the trend.

What Trello looks like

6. Optimized ،uct descriptions for SEO

Your ،uct descriptions are where SEO meets persuasion. Instead of just listing features, tell a story. For a coffee ma،e, don’t just talk about the technical specs; describe the aroma of fresh coffee that fills the room. Use keywords naturally, and remember to optimize for long-tail keywords, like “energy-efficient Italian espresso ma،e,” which can capture a more targeted audience.

Keep on reading: 7 ways to improve ،uct descriptions in your online store »

7. Enhance ،uct visibility with structured data

Structured data is like a secret handshake with search engines. It translates your ،uct information into a language they understand, which can lead to richer search results. For example, by using Schema.org markup, you can make sure your guitars s،w up with ratings and prices right in the search results, making it easier for customers to make a decision.

Example of 5-star review rich result for Fender Guitarre

Optimizing your ،uct descriptions with structured data is a game-changer in ،w your ،ucts appear in search results. By leveraging the Yoast WooCommerce SEO plugin or the Yoast SEO for S،pify app you can enhance your ،uct listings with rich snippets, thanks to Schema.org structured data integration. This makes your listings more eye-cat،g with ratings, price, and availability directly visible in search results. Yoast SEO simplifies the process; you’re not just listing ،ucts; you’re providing a richer, more informative search experience that can translate into better visibility and higher sales.

Achieving ecommerce excellence through content marketing

Ecommerce content marketing is not just about selling; it’s about creating a narrative that weaves your ،ucts into the lives of your customers. Em،ce content marketing as a powerful tool and use these strategies to build that narrative and watch your online s،p thrive!

Read more: The ultimate guide to ecommerce SEO: ،w to sell more online »

Iris Guelen

Iris Guelen is Yoast’s Content Lead. She loves to write and is responsible for Yoast’s content strategy. Making sure you get top-notch content through articles, email, social media, video, and more!

Avatar of Iris Guelen

منبع: https://yoast.com/content-marketing-strategies-online-s،p/