Without utilizing relevant content, a brand can struggle to integrate effectively into the ecommerce experience, leading to the loss of sales and exposure. A recent survey conducted by Econsultancy.com revealed that only 38% of in-house marketers have a defined content marketing strategy, even though 76% have made the shift to focusing on providing significantly more content than they were a year ago. One of the biggest challenges to providing content that successfully drives conversions is learning how to add relevance to content without distracting consumers from the buying process.
The Most Important Types of Content
Even though marketing strategies are forever changing, Econsultancy believes that video is the most important form of content, followed by a well-written blog and editorial. Zappos has concluded that products that feature a demo show increased sales by 6% to 30%. An effective video can teach a potential consumer why they need the product, which type of product will be the most beneficial and how to use the product after purchase.
The Rules of the Game Have Changed
In days past, keyword density and honing in on specific keyword sets were crucial to the success of a brand’s relevance in the search engine. Although, consumers still use search in order to find and research a product, the way search works is changing. Google consistently updates its search algorithms to focus on content relevance, and businesses that write quality for end users will succeed. A report compiled by EPiServer shows that 60% of companies believe that content engagement is increasing and 30% are implementing plans to spend more time creating unique and original content to improve their SEO and brand visibility. Companies are starting to realize there is a direct correlation between content and merchandising and many are aiming their content to their consumer’s lifestyles in order to draw them in. For example, imagine the difference between a salon that features different pictures of popular hairstyles on their site verses a salon that offers the ability to upload a client’s photo and see what the hairstyle will actually look like on them. Personalizing the customer experience is king in the ecommerce game. It makes the consumer feel as if the company is catering specifically to their personalized choices, rather than the consumer experiencing an experience that is much less intimate.
Personalizing the Consumer Experience
Understanding the need to personalize a customer’s experience and knowing how to effectively implement that goal are two different things. Inc.com suggests some key ways to put your clients at the center of attention:
- Identify a potential problem and provide a relevant solution, either by creating a demo about your product or explaining why a consumer would benefit from it.
- Start a thread about a popular question about your product, allowing customers to engage with both your company and each other.
- Be informative yet engaging by creating content that is enjoyable to read but also makes your consumer want to come back for more information later.
- Draw consumers in by sharing a story or experience that is easy to relate to.
Creating useful, engaging content will only be as successful as the way it’s presented. Focus on creating a good structure that is easy for a consumer to navigate by using headings, bullet points and paragraphs when appropriate. Allow your readers to navigate, they will most likely skim the page at first and be able to identify with one of the points on the page – this is the first step to a highly engaged blog audience which equals a successful content strategy.