Content marketing is one of the most important, effective digital advertising strategies that a business owner can implement once they get serious about conversion optimization in the ecommerce sector. Yet if you’re new to the world of ecommerce generally or content marketing specifically, you might not know which strategies to implement for the purpose of making your online advertising efforts as effective as possible. If this is the case, don’t worry. Instead, implement some or all of the following strategies to make the most of your content marketing campaign:
- Start Researching Your Audience.
Before you begin the content development and publication process, make sure that you do substantive research on your target audience. This step will ensure that the content you create is relevant, intriguing, or otherwise valuable to members of your target audience. As noted in Small Business BC, there are multiple types of information you’ll want to attain to learn about your audience. Some of them include where they are located, what their spending habits are, and psychographic information such as life stage, social class, personality, values, and lifestyle. You should also attain demographic information such as the age, marital status, race, education, gender, and income of your audience.
- Make It Scannable.
Once you’ve done substantive and seemingly exhaustive research on your target audience, you’re ready to start putting your content together. One thing to think about when you begin this process is the importance of ensuring that your content is scannable. As noted by the Nielsen Norman Group, a mere 16% of online audiences read content word for word. Most people opt to quickly scan through websites to attain the information they’re in search of. This is why your content should include textual features like subheaders, headers, and an inverted pyramid style of writing. Note that the inverted pyramid writing style involves listing the main and most important points of your content first so the reader is immediately aware of what the piece is primarily about.
- Optimize Engagement.
In addition to making your content scannable, be sure to implement strategies that will make your work engaging. Although the term “engagement” can be defined in multiple ways, the word is generally used to reference the process of getting one’s audience actively involved in your brand. Moreover, the phrase typically connotes the process of ensuring that the prospect becomes genuinely interested in learning more about one’s product or service line.
Luckily, there are multiple content marketing strategies that business owners can deploy to optimize the engagement process. As noted in Open Source, one way to realize this objective is by incorporating simple social media sharing techniques into your blog. For example, you can place Share Buttons in a highly visible region of your blog posts. This activity will encourage your readers to share your work with other individuals in their social networks. The power of this engagement optimization strategy is two-fold. First, it encourages your audience to do something that is related to your brand. Second, it functions as a form of word-of-mouth advertising by showing the individuals in the reader’s social network that their acquaintance thinks highly enough of your brand to share it with them.
- Keep Your Website In Excellent Condition.
The internet marketing process is an incredibly interconnected one. Thus while you might think that things like your content and website are separate, distinct marketing modalities, nothing could be further from the truth. In fact, the quality of your website plays an integral role in determining how much traffic you’ll receive. Thus to ensure that a ton of people are constantly reading through your content, you want to keep your website in exemplary condition. There are many ways that you can make this happen, and one is by implementing customized responsive web design strategies. These strategies will ensure that individuals who use mobile devices can easily access and move through your product pages.
Individuals who are interested in optimizing the content marketing process should know that doing so can enhance their conversion rates. Luckily, there are many strategies that can be deployed to take the quality of your content from unimpressive to exceptional. Three of them are outlined above. Start using these content marketing techniques immediately so your organization can become more effective in the process of connecting with and converting prospects.