0
How to use Content
Marketing in
eCommerce
Shelley Pringle, Polaris
Katie Hudson, Demac Media
Introductions
Shelley Pringle
PR and Inbound Marketing Consultant
Polaris Marketing & PR
@shelleypringle
www.polarisprinc....
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 ...
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
3. Growing y...
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 ...
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,
a...
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Low Price
St...
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Education is...
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 sell in eCommerce is
to sell through a photo”
Examples
• Video
• Free Downloads
• Mobile Apps
• Infographics
• Social Media
• Blogs
• E-Newsletters
• User Generated Con...
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 Downloa...
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Email Market...
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 Cura...
Social Media
• Your window to show some personality
• Standard:
– Twitter, Facebook, Linkedin
• The Newbies:
– Vine, Insta...
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
Social Media...
Top of the Funnel
Questions they have:
How do I…?
What’s the best…?
Should I…?
How do I address this
problem?
User Generat...
Discussion
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How to use content marketing in e commerce

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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.

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Transcript of "How to use content marketing in e commerce"

  1. 1. How to use Content Marketing in eCommerce Shelley Pringle, Polaris Katie Hudson, Demac Media
  2. 2. Introductions Shelley Pringle PR and Inbound Marketing Consultant Polaris Marketing & PR @shelleypringle www.polarisprinc.com/blog Katie Hudson Marketing Manager Demac Media @kt_hudson www.demacmedia.com/blog
  3. 3. Agenda • 4 Reasons you DON’T need content • Content’s new role in eCommerce • Examples • Discussion
  4. 4. 4 Reasons you DON’T need content
  5. 5. 1. Your product is truly AMAZING!
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Content Marketing: Its New Role in eCommerce
  10. 10. 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
  11. 11. 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
  12. 12. 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!
  13. 13. 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
  14. 14. “To sell in eCommerce is to sell through a photo”
  15. 15. Examples • Video • Free Downloads • Mobile Apps • Infographics • Social Media • Blogs • E-Newsletters • User Generated Content • Content Curation
  16. 16. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem? Video
  17. 17. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem? Free Downloads
  18. 18. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem? Email Marketing
  19. 19. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem? Infographics
  20. 20. Top of the Funnel Questions they have: How do I…? What’s the best…? Should I…? How do I address this problem? Content Curation
  21. 21. Social Media • Your window to show some personality • Standard: – Twitter, Facebook, Linkedin • The Newbies: – Vine, Instagram Video, Snapchat
  22. 22. 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
  23. 23. 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
  24. 24. Discussion
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