Presenter: Jeanette Pesnikov of Grainger Description: Studies have shown over and over that website content is the most impactful element of e-commerce conversions. It has a direct influence on everything from SEO to link building to every stage of the funnel. Jeanette Pesnikov of Grainger will step through the key content types, what you should be using to attract customers, and how to apply content to e-commerce success.

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• Content Manager - SEO
• 10+ Years in SEO, both in-house
and agency-side

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- 11th Largest ecommerce site
- Over $3B in online sales
- B2B industrial supply company (maintenance, repair,
operations)
- 25,000 employees
- 255 branches

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3 TAKEAWAYS
Know your
audience
Set yourself up
for success
Experiment with
content types
1 2 3

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AUDIENCE
POLL

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CONTENT
IS KING
LONG LIVE
THE KING

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CONTENT
OVERLOAD

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KNOW YOUR AUDIENCE
• Are you sending the right message to the right people
at the right time?
• Is the content resonating with them?
• Are you providing a solution through every stage of the
funnel?

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DEVELOPING
PERSONAS
• Representations of your
actual customers
• Makes content more
relevant and sharable

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PERSONA TYPES
Researchers C-Suite Product
User

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GOAL DRIVEN CONTENT
Brand awareness
Lead generation
EngagementSales
Lead nurturing Informing customers
Customer loyalty
Customer evangelism
Social awareness

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MEASURING
SUCCESS
• Traffic and CTR
• Time on site
• Social shares
• Conversion

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EXPERIMENT WITH
CONTENT TYPES

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• Establish authority
• Lead generation
• Repurpose content
THOUGHT
LEADERSHIP

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• Establish authority
• Engage users
• Great for organic
search
GUIDES – HOW-
TO’S & SELECTION

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• Broad topic reach
• Sharable
• Linkable
• Good for organic search
LISTS

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• Visually pleasing
• Turns big data into digestible
content
• Makes difficult subjects easy
to understand
• May have run its course
INFOGRAPHICS

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• Engage users
• Sharable
• Flexible topics
QUIZZES

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• Visually appealing
• Flexible subject matter
• Establish authority
• Sharable
VIDEOS

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• Most common content type
• Evergreen
• Long or short form
• Establish authority
• Great for organic search
ARTICLES

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• Great for organic search
PRODUCT/CATEGORY CONTENT
• Answer box opportunities

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• Review KPIs
• Adjust as needed
CHECK &
ADJUST

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3 TAKEAWAYS
Know your
audience
Set yourself up
for success
Experiment with
content types
1 2 3

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