How to use Content Marketing in eCommerce

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Great content should be the focus point of your marketing efforts to ensure the future success of your online store. Why? Because customers are information seekers at heart, especially when they buy online, so what better way to "feed their need" than to give them what they really want! We'll be discussing how to use content marketing in eCommerce, along with some best practice tips, and then open the floor up to find out which strategies are working for merchants, which ones they'd like to try, and how this is changing online buying behaviours.

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  • From Inbound Commerce book: Traditional ecommerce strategies rely on lazy fallback of discounts and price incentives to drive buyer behaviour, and blast your email list twice a week with discounts and sales. This has potential to turn customers that arent already highly price sensitive into ones that are by framing the entire conversation and relationship from the perspective of competitive price. Fails to address the fact that consumer have different buying cycles, and not all customers are the same!Today’s leading marketers have changed the way they think and they are using inbound marketing to attract customers to their business using marketing people love. They create their own content and they become what their potential customers are interested in, not ads that they try to ignore. They personalize the shopping experience to segments of buyers, adapting the website and email to each type of buyer. These inbound marketers are getting higher ROI and grow faster at a lower cost.Defining specific personas can help you target the types of customers who will bring greater economic value to your company!
  • The more content you have to back up your products, the more confident your buyer will be, and thus more likely to checkout.
  • http://www.getelastic.com/beyond-blogging-13-content-marketing-opportunities-for-ecommerce/
  • http://www.youtube.com/watch?v=ZUG9qYTJMsI
  • Need a break from the daily multitasking merry-go-round? Trade in your digital devices for boots and backpacks—they're your ticket to off-the-grid adventures and the wonders of the backcountry! With the right pack and a little preparation, you can head out for a day hike or a through-hike and say "CUL8R" to the daily grind.
  • http://inchoo.net/ecommerce/how-to-use-vine-videos-for-e-commerce/
  • $368 million in earned worldwide media coverage34,000 video applications uploadedVideos viewed by more than 8.6 million people100 media interviews in first 24 hoursEnd Result: Queensland Australia’s position as a tourist destination now rivals the Caribbean or Greek Islands.450 media interviews + blogs, photos, video diaries, tweets.
  • How are you using content?What are the best forms of content?
  • How to use Content Marketing in eCommerce

    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 = Unsustainable
    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
    25. 25. Thank you! 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

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