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A shopping list for ecommerce content inspiration - TFM September 2017 #TFM17

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This is the talk I gave at the really enjoyable Technology For Marketing expo on Spetember 27th 2017, Unusually, the audience all had headphones on to listen to the talk, which gave it a slient disco vibe!

"One of search's biggest challenges is building content for ecommerce sites - building audience captivating marketing material, helpful resource information or even your product content while maintaining brand feel.

Charlie doesn't think it must be this way.

He will share how different resources, some in-house, and some online, can provide bags of material for content around your product or service. Join this session to learn how researching your audience's needs and language, making use of your biggest offline assets and analysing the market makes content that delights your customers."

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A shopping list for ecommerce content inspiration - TFM September 2017 #TFM17

  1. 1. A SHOPPING LIST FOR ECOMMERCE CONTENT INSPIRATION C h a r l i e W i l l i a m s 2 7 t h S e p t e m b e r 2 017
  2. 2. @ P A G E S A U C E HOW DO I MANAGE CONTENT? Fo r h un dre d o f pro du ct s ? A client asks.
  3. 3. In Google ’s eyes when it comes t o co n t e n t ? @ P A G E S A U C E WHAT IS ‘GOOD’? A client asks.
  4. 4. @ P A G E S A U C E Hello. @pagesauce charlie@ screamingfrog.co.uk
  5. 5. @ P A G E S A U C E Sit e arc hit ecture acts as t h e la yo ut f o r yo u r s t o re TECH SEO & MAPPING Why content.
  6. 6. @ P A G E S A U C E Con t e n t h e lps use rs underst and & purc h ase CONTENT = STAFF Why content.
  7. 7. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
  8. 8. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
  9. 9. @ P A G E S A U C E Why content. AS GOOD AS AMAZON H ow do we pro duce some t h in g as useful?
  10. 10. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
  11. 11. @ P A G E S A U C E Why content. BUT... WHAT ABOUT AMAZON?
  12. 12. @ P A G E S A U C E Con t e n t is h ow we st ar t t h at relat ion sh ip wit h cust omers NOT JUST THE PRICE Why content.
  13. 13. A s e r i e s o f t a c t i c s t o g e t y o u t h i n k i n g o f b e t t e r e c o m m e r c e c o n t e n t i d e a s FINDING INSPIRATION @ P A G E S A U C E
  14. 14. @ P A G E S A U C E Con t e n t inve n t or ie s WHAT HAVE YOU GOT? Inspiration. urlprofiler.com/blog/content-inventory/ content-insight.com
  15. 15. @ P A G E S A U C E Ident ify where your co n t e n t h as issue s WHAT’S WORKING? Inspiration.
  16. 16. @ P A G E S A U C E B u i l d a pi ct u re o f what wor ks Inspiration. LEARN FROM THE MARKET
  17. 17. @ P A G E S A U C E Wh e re can yo u t ar ge t mo re of your audie n ce ’s lan guage ? GAP ANALYSIS Inspiration.
  18. 18. @ P A G E S A U C E Inspiration. Wh at ’s t h e be st pro duct page an d inf o you can provide? IMPROVE TEMPLATE
  19. 19. A t two levels - t heir int erests, & t heir pro ble ms AUDIENCE RESEARCH Inspiration. @ P A G E S A U C E
  20. 20. @ P A G E S A U C E Kn ow yo ur pro duct audie n ce GET SOME PERSONA Inspiration.
  21. 21. @ P A G E S A U C E Wh at ’s t h e st o r y be h in d purc h ase o f yo u r m ai n pro du ct s? USER JOURNEY Inspiration. I want to…NA RRATIVE : So that…GOAL: CONTEXT: Using… As a…ACTOR:
  22. 22. @ P A G E S A U C E G o o gl e ’s ai m i s t o know t he aim behind t h e key wo rd ANSWER INTENT Inspiration. The intent…GOAL:
  23. 23. @ P A G E S A U C E Wh o are t h e ex pe r t s w i t h i n t h e busin e ss? INTERNAL EXPERTS Inspiration. C U S T O M E R S E R V I C E S C O M M O N I S S U E S
  24. 24. @ P A G E S A U C E Wh o are t h e ex pe r t s w i t h i n t h e busin e ss? Inspiration. S A L E S T E A M B A R R I E R S INTERNAL EXPERTS
  25. 25. @ P A G E S A U C E Wh o are t h e ex pe r t s w i t h i n t h e busin e ss? Inspiration. S H O P F L O O R T E A M S A U D I E N C E G O A L S INTERNAL EXPERTS
  26. 26. @ P A G E S A U C E Why n o t bui l d yo ur own dat a t o anal y se? CUSTOMER SURVEYS Inspiration.
  27. 27. @ P A G E S A U C E Why n o t bui l d yo ur own dat a t o anal y se? Inspiration. CUSTOMER SURVEYS
  28. 28. @ P A G E S A U C E SE O mar ke t re s e arc h dat a KEYWORD RESEARCH Inspiration.
  29. 29. @ P A G E S A U C E See what Google t h in ks is re levan t f o r yo u r si t e o r pro du ct KEYWORD PLANNER Inspiration. adwords.google.com/KeywordPlanner
  30. 30. @ P A G E S A U C E Suggesti ons based on re al s e arc h e s GOOGLE SUGGEST Inspiration. infinitesuggest.com
  31. 31. @ P A G E S A U C E Suggesti ons based on re al s e arc h e s AMAZON SUGGEST Inspiration. keywordtool.io
  32. 32. @ P A G E S A U C E F i n d t h e se arc h e s where you can an swe r t h e q ue st io n Inspiration. ANSWER THE PUBLIC answerthepublic.com
  33. 33. @ P A G E S A U C E ANSWER THE PUBLIC Inspiration. F i n d t h e se arc h e s where you can an swe r t h e q ue st io n
  34. 34. @ P A G E S A U C E Inspiration. Use PAAs t o build pict ure o f t o pic PEOPLE ALSO ASK getstat.com/blog/ people-also-ask/
  35. 35. @ P A G E S A U C E See what how else pe o ple se arc h RELATED SEARCHES Inspiration.
  36. 36. @ P A G E S A U C E F i n d t h e q u e st i o n s pe o ple can ’ t G o o gle an an swe r f o r Q&A & FAQ PAGES Inspiration.
  37. 37. @ P A G E S A U C E F i n d t h e q u e st i o n s pe o ple can ’ t G o o gle an an swe r f o r Q&A & FAQ PAGES Inspiration.
  38. 38. @ P A G E S A U C E Can we crowdsource h ow t h e public migh t se arc h ? ASK THE AUDIENCE Inspiration.
  39. 39. @ P A G E S A U C E GET COOKING Inspiration. semrush.com ahrefs.com moz.com sistrix.com searchmetrics.com
  40. 40. @ P A G E S A U C E Appl y in g kn ow le dge t o o u r sh o ppi n g ex pe r i e n ce PRODUCT PAGE CONTENT Experience.
  41. 41. @ P A G E S A U C E Yo u r c h an ce t o im press users, an d se arc h e n gin e s PRODUCT DESCRIPTION Experience.
  42. 42. @ P A G E S A U C E Yo u r c h an ce t o im press users, an d se arc h e n gin e s Experience. PRODUCT DESCRIPTION
  43. 43. @ P A G E S A U C E Remove fr ict ion by addre ssin g issue s COMMON QUESTIONS Experience.
  44. 44. @ P A G E S A U C E Use it, but no t alone t o a vo i d o f f -si t e duplicat io n MANUFACTURER CONTENT Experience.
  45. 45. @ P A G E S A U C E SCRAPE AMAZON Experience. F i n d t h e q u e st i o n s & probl ems be in g aske d
  46. 46. @ P A G E S A U C E GET UGC CONTENT Experience. Ask your audie n ce t o add u n i q u e , & h e l pf u l , co n t e n t
  47. 47. @ P A G E S A U C E SELL THE USPS Experience. Wh at m ake s t h i s pro duct dif f e re n t ? Wh at do e s i t so l ve ?
  48. 48. @ P A G E S A U C E BENEFITS NOT FEATURES Experience. Users buy t h e i r st or y, n o t yo u r pro du ct
  49. 49. @ P A G E S A U C E AUDIENCE PERSPECTIVE Experience. Segment your co n t e n t by h ow users t hink
  50. 50. @ P A G E S A U C E AUDIENCE PERSPECTIVE Experience. Speaki ng your audie n ce ’s lan guage
  51. 51. @ P A G E S A U C E SHOW EXPERTISE Experience. M ake yo ur pro duct co n t e n t h e lpful, an d im pact ful
  52. 52. @ P A G E S A U C E WORD(S) COUNT Experience. To p page s h a ve 2 5 % m o re co n t e n t
  53. 53. @ P A G E S A U C E G e t yo u r ow n , make t hem big & add cont ext BETTER IMAGES Experience.
  54. 54. @ P A G E S A U C E 74% increase in understanding of your product MORE VIDEO Experience.
  55. 55. @ P A G E S A U C E Use Sc h ema.org (& o t her) semantic mar k up ADD STRUCTURE Experience.
  56. 56. @ P A G E S A U C E Fo r bo t h S E O & conversi on rat e GET FASTER Experience.
  57. 57. @ P A G E S A U C E Experience. GET FASTER Fo r bo t h S E O & conversi on rat e
  58. 58. @ P A G E S A U C E T h i n k m o bi l e -f i r st i n yo u r de si gn Experience. GET FASTER
  59. 59. User-led con t en t an swe r in g q ue st io n s base d o n SE O dat a @ P A G E S A U C E ECOMMERCE GAMEPLAN: T L D R . Know our audience Find their language Hyper-relevant, expert content Useful, fast shopping
  60. 60. Nielson Norman group “Today… brand is a subjective perception of value based on the sum of a person’s experiences with a product or company” @ P A G E S A U C E Why f al l down at t h e pro duct st age ? YOUR BRAND TLDR.
  61. 61. @ P A G E S A U C E @pagesauce T h an k yo u. charlie@ screamingfrog.co.uk

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