The Definitive Guide to

e-Commerce Content Marketing

Chapter 2

You need an e-Commerce Content
Marketing Strategy Or Do You?

“If you want to make God laugh, tell him your plans.”
Woody Allen

Now we all know people who love to plan. They are great at planning plans and creating 50 page documents with all sorts of charts and industry trends and gobbledygook.

The trouble is that these types of plan seem to sit on the shelf or in the nether reaches of your hard drive gathering dust.

Now if you’re one of these types then far be it from me to stop you creating that plan, it’s just that I prefer a bit more of an action-oriented plan.

The point is that you do need to plan your content strategy but it’s just a question of what type of plan.

So as a minimum this is what your plan needs to consist of:

  • Content Goals

    Start with the end in mind. What is the engagement objective (e.g. buy your product, sign up to your email list, get a backlink, etc.)? Define your content goals upfront so you can measure progress.

  • Influencer List

    You’re going to need to identify Influencers who can help with the heavy lifting for you in terms of sharing and backlinking.

  • Buyer Persona(s)

    A Buyer Persona is a fictional character who you will create and who encapsulates a potential buyer of your products or services. This covers quantifiable characteristics (age, gender, salary, job, etc.) as well as emotional triggers. Buyer Personas will be used to enable you to understand potential buyers so you can create content that directly responds to their needs. Do not limit yourself to one persona you may require multiple personas depending on your niche.

  • Buyer Journey(s)

    A Buyer’s Journey is simply the set of steps that a buyer goes through before they purchase a product or service. Typically it starts with an understanding that they have a problem or they need a solution (Awareness), passing through researching solutions (Consideration) before finally narrowing down the options and making a purchase (Decision). Now, it sounds simple, but this is rarely a linear, step by step process but your Buyer Journey should also include the way that your visitors like to consume content.

  • A Content Calendar

    You need to commit to this stuff and it is going to take up time. Best to be aware up front and make creating content part of your schedule.

  • Content Distribution Plan

    If links and shares form part of your of your Content Goals (and they should for some of your content) then you need to have a plan for distributing your content whether it is owned, earned or paid for.

  • Content Repurposing Plan

    Repurposing content means you don’t have to worry about creating new, original content all the time. Repurposing is a great way to breathe new life into your best content. It also takes account of your visitors browsing habits and presents it to them on a platform and in a format that they prefer.

  • Content Optimization Plan

    Regardless of whether you are creating content for backlinks, shares or authority, every piece of content that you generate should be optimised.

Content For Traffic and Authority vs Content for Conversion

OK, so you’re all ready to go. But before you can really get stuck in, you
need to think about the purpose of your content because it can serve
a variety of purposes

It can be tempting to think that all you need to do is focus on is getting more people through the door, but that would be a huge mistake.


Simply because 10,000 uninterested visitors is not the same as 1,000 motivated, informed buyers.

Sure, Content Marketing can be great for traffic, but it is also great for increasing conversion rates, maintaining interest (and reduce bounce rate making it doubly good for SEO) and for positioning you as an authority.

So let’s have a look at some tried and tested ways in which you can get your eCommerce Content Marketing campaign started.

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