The eCommerce industry is on a constant upward trajectory, and with the market value expected to exceed a whopping 4.88 trillion US dollars by 2021, along with the constant multiplication of competition across the online world. Geographical borders are nonexistent in the digital realm, and so new eCommerce ventures are popping up at every corner, their CEOs aiming for their piece of the global financial cake.
Don’t worry, there’s plenty of it for you to grab your own slice, but only if you’re meticulous in your approach and use content marketing to differentiate your store from the competition. Aside from using SEO tactics that will optimize your store to appeal to the search engine gods, content creation, as a significant part of digital marketing strategy, will be the determining factor between a thriving online store and a deserted website. Here’s what you need to know.
Give your brand a compelling personality
In a sea of uniformity and faceless eCommerce stores with no soul or substance, your brand needs to stand out from the rest. While there are plenty of crucial factors that will be instrumental in setting you apart from the competition, it will be the power of your brand’s unique identity that will engrave your image in the hearts and minds of your demographic.
The road to an amazing identity begins by designing your visuals and defining your brand values. Assuming that you have covered these steps, you can now work to weave your visuals and values into your content strategy and create unique pieces that will portray your brand in the best possible light. But that’s only a single piece of the success puzzle, as quality content can help you achieve so much more.
Rise to the top spot in the SERPs
Any experienced eCommerce entrepreneur will tell you that ranking high on the first page of Google is essential for your long-term success. In fact, if you don’t improve your SEO game, you can expect Google to banish you into the abyss (that’s everything except the first page, in case you were wondering) where no one will be able to find you. Yes, the second page of Google is a barren wasteland where no one dares to venture, but don’t worry, your content strategy will help you stay well-within the top-ranking websites.
Firstly, understand that Google loves websites with a blog page – a live blog page, that is. You need to craft compelling content that is truly relevant to the reader but also boasts the adequate optimization needed to propel it to the top of the SERPs. With that in mind, you should learn how to write content for people as well as search engines if you are to hit the proverbial bullseye.
Inspire your audience through your blog
Your website’s blog page should serve a much grander purpose than just being an SEO tool that will help your site appear above others in the SERPs. True brand awareness, trust, and recognition stem from compelling, high-quality content that’s relevant to the modern customer. This is why your blog page should be the second most important page on your website, next to the products, of course. Start with the design of the blog itself.
Running a successful blog page with minimal bounce rate is something every experienced Shopify developer focuses on as a part of perfecting the user experience of your online store. The value you provide through your content plays a key role in improving your retention rate at the same time attract new customers. While you might take over the creation and publishing side of things, make sure you set up your blog page properly beforehand in order to ensure stellar user experience.
Spread the word on social media
Social media management should, without a doubt, be one of the essential elements of your growth strategy. After all, if you consider that almost three billion people use some form of social media on a daily basis, you can understand the sheer potential it has for the long-term growth of your company. The content you create, coincidently, will be the biggest driver of that growth spurt.
Creating compelling social media posts on a regular basis will include disseminating your website’s content across your most relevant platforms in order to improve traffic from the network to your landing pages. If you really want to make an impact in the SM world, though, you will go the extra mile by diversifying your content offering and optimizing every piece for the networks in question. Remember, every SM platform has its preferred content type, so be sure to deliver on the expectations of their demographics.
Become the authority in the industry
Building brand authority is a lot of work, and quite frankly, it’s impossible to achieve it in this day and age without a blog page. This becomes especially true for eCommerce websites that have no other way of differentiating themselves from the rest of the competition, aside from boasting a distinct brand personality. However, ascending to prominence takes time, consistency, and utmost quality.
There is no way around it, you will be competing against the best of the best in the industry, so your content needs to offer more information, better storytelling, and of course, better keyword implementation. By utilizing the skyscraper method, getting in touch with reputable websites to guest post on their blogs, and creating quality backlinks to your store, you can start to build your dominance in the online realm.
Content marketing is the name of the digital marketing game, and every growth-oriented online business should implement it in order to pave the road to long-term success. As the leader of an eCommerce store, you can use these tips to elevate your standing in the industry and build a brand that will echo throughout the eCommerce world.