how to create a great e-commerce content strategy
DESCRIPTION
Vaimo shares the value of having a content driven sales strategy for your online storeTRANSCRIPT
MULTI-CHANNEL RETAILPRESENTED BY: BRENDAN PEO - CHIEF OPERATING OFFICER
HOW TO CREATE A GREAT E-COMMERCE CONTENT STRATEGY
MULTI-CHANNEL RETAILPRESENTED BY: BRENDAN PEO - CHIEF OPERATING OFFICER
VALUE of a Content Strategy
GREAT Content
Matters
4 Content PRINCIPLES
How Content
SELLS
WRITE Great
Content
CONTEXT
Drives Content
Content and content marketing is all about offering additional value to your customers, giving them all the necessary information they need to make an
informed buying decision.
!IF THEY DON’T BUY YOUR CONTENT, THEY WON’T BUY YOUR PRODUCT
!!!!!!!
= to attract and hold customers = move customer form maybe to yes
= make the actual sale
GREAT content matters
Forms of expressions
Experience of that
expressionVideo
Curated contentInfographics
Blogs
UGC
VALUE of a content strategy
Your business = Your authoritative
VOICEYour website
Affiliate sitesSearch Engines
Social Media
Text
Photos/Images Videos
Audio“Sites where consumers buy the most are those with new content that
predisposes them to buy and keeps them coming back until they are ready
to buy.”
4 content PRINCIPLES
Consumers want to be educated
Consumers want a
shopping experience
You must stand out
SEO is content based
How content SELLS
Differentiates Shared LikedBuilds
RelationshipsPredisposes to
Buy
Own voice Easy format Have an opinion First three contribute here Reasons to act
Be human Social Media Own point of view Get personal Buy or more information
Be sincere If you share, they’ll share Passion Have personality Rewards for
actions
WRITE great content
MIX IT UP
MAKE IT TOPICAL
BE CONSISTENT
BE PROLIFIC
WRITE TO A PERSONA
1
2
3
4
5
CONTEXT drives content
B2B or B2C Sales Funnel Position Shoppers or Buyers
!
!
!
!
You want a lot of great content - in both senses, a lot of really valuable ideas conveyed with great presentation skills. Your content is everything on your website that consumers know
and experience about your product before it actually comes off your site and into their hands. Your website content is
something you control virtually 100%
So…