How to use content marketing in e commerce
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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. ...

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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How to use content marketing in e commerce How to use content marketing in e commerce Presentation Transcript

  • 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.com/blog Katie Hudson Marketing Manager Demac Media @kt_hudson www.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