No matter what business you’re in, content remains to be a necessary factor in your marketing campaign. Why? Because content marketing has the power to build your brand, build awareness and educate people not only of your product but also on the necessity of it. An estimate of sixty-eight percent of people read about brands that interest them. That’s how important content is in creating your brand.
Most business owners who open an online business think that the work stops there and people will start clicking. But just because there’s an online store doesn’t mean people will automatically care. You have to push traffic to that website. This is where you should know how to make content marketing work for your Shopify store.
8 Tips To Make Shopify Content Marketing Work For You
1. Know Your Target Market
Before moving forward, you first need to pinpoint your audience or the people you aim to talk to. This way, the content you’ll be creating will resonate with these individuals. Ask yourself these questions:
- Who needs your products? (Study your demographic data, this includes your audience’s age, gender, employment, income, social status, and more factors)
- Why do they need your product? (Once you’ve determined your target market, figure out why they need your products or services. Some methods you can use are online research, conducting FGDs or interviews)
- How can they know that your product is the real deal? (Determine which promotional activities are most effective to reach your target market and plan how you to execute them)
Be specific. ‘Small businesses’, ‘start-ups’ or ‘men and women in their 30’s’ is not a way to define a target market. Have a clear persona of the people you want to talk to. Whether they’re female professionals ages 21 and up who love cats and only buy organic high-quality pet food or 25 to 35-year-old office workers who are looking for workout equipment for home use because they can’t be bothered to go to the gym, be sure to make it as detailed as possible.
Suppose you’re not very adept at writing content; in that case, you can outsource your content writing to people who will do an excellent job at it. In writing content, stringing words together is not enough, so you must consider many factors, including keywords, grammar, readability, and plagiarism. These factors will be crucial in making your content worthy to land on the top of SERP.
2. Create Blog Posts That Engage
Shopify has a built-in blog. You can use this to engage your customers by answering questions they have about your industry and turning it to a piece of content — but don’t do things at random.
You have to ensure that you’re attracting the right people when writing a blog post. Search engines are highly inclined to put results they deem valuable high up in the rankings.
In writing a blog post, start with a catchy headline. The headline is the first thing that readers see, so make it interesting and informative. You can use subheadings as they can help break up the content and make it easier for readers to scan and absorb the information.
When choosing a topic make sure it’s relevant and it’s aimed at your audience, more specifically, think about how you want your blog post to affect your reader’s actions, and finally, use the right keywords. One method you can use is by checking what keywords you are already ranking for or checking out your competitors’ keywords. Choose a high performing competitor then using a keyword generating tool like Spyfu, you can learn which keywords are giving them high traffic. This is already in the spectrum of ecommerce search engine optimization which is a major factor in optimizing your Shopify content marketing strategy.
It’s imperative to use captivating images and videos; they can help to break up the text and make the post more visually appealing. It’s best to write in a conversational tone. As much as possible, avoid using technical jargon.
People love stories, so incorporate a personal anecdote or case study into your post to make it more relatable and engaging. Using bullet points and lists can help organize the information and make it easier for readers to follow. Finally, end with a call to action to encourage readers to leave a comment, share the post on social media, or sign up for your email list.
3. Search Engine Optimization (SEO)
Google gets 4.3 billion search queries a day, there’s no question that it’s where a majority of people look for information or solutions to their problems. Capitalize on this and make sure that whenever they enter any query related to your business, you’re popping up on top of the results.
You have to implement search engine optimization or SEO which involves factors like optimizing your title tags, meta descriptions, product details and more, as these will help more people find your store. If you have yet to be savvy with this method or if you can’t fit it in your schedule, you can choose to get your SEO services from a professional. Have them add keywords for SEO to your Shopify store, optimize your website structure so search engines like Google can find them better and lead more traffic to your website.
A Character Counter is an important tool for SEO. It’s used to monitor your on-page optimization. If you’re trying to optimize a webpage and reach certain keyword densities, Meta titles, and description characters this is especially useful. The Character counter automatically shows how many characters remain in your Title and Description elements.
4. Make a Tutorial For Your Products on Shopify
Make your product stand out by creating tutorials. This is a great way to attract customers if your product is something that needs specific instructions on how to use it. It can come in the form of blog content or an infographic.
5. Make Product Videos
As they browse through your products, it helps that there’s a video they can watch to not just rely on the still image you provided. The video makes the product more real and alive from the point of view of your customer because it allows them to look at the product from different angles.
6. Run Promotional Campaigns
Shopify allows you to create and manage marketing campaigns right on your website. After improving your SEO, you will have traffic on your website, and now you want them to stay. Sales and discounts are always a big hit, but if you don’t think it fits your budget at the moment, then run a simple contest.
7. Promote on Social Media
There are about 3.5 billion active social media users online and everyone, from millennials, generation X and baby boomers are in it.
Social media can be useful in driving traffic, increasing brand awareness and sales, connecting with buyers and potential customers and more, with all the things it can do for your business, it’s easy to get lost in the mix that’s why you have to identify these factors first before proceeding:
- Determine your goals and KPIs. Figure out what you want to achieve using social media and how you will measure them.
- Target Market. As discussed above, it’s important to know who you’re talking to and how to appeal to your audience.
- Choose the platform. Different people use different social media platforms, so it’s best to research which ones your target audience is using, where they mostly update and browse, then you can create the appropriate content for the platform.
- Set up the process. This will involve planning everything from the type of content you’re going to release, to creating your content calendar and acquiring the tools that you’re going to use.
Developing a solid social media strategy will help you see the bigger picture before you dive in headfirst. It will save you time, money and resources that you can spend on other aspects of your business.
8. Be Relevant
Being relevant in the industry will build the authority and credibility of your Shopify store. It will show your customers that you are an expert when it comes to your product and that you are someone they should be taking advice from.
Write about people you personally met and how they influenced your ideas or principles, or write about important events you’ve gone to. Share your knowledge and people who need it to fix their problems will come to you.
At the end of the day, it’s about your customers. It’s about providing them with the means to understand your product and urge them to choose it from all the competitors. Make sure to keep it simple, don’t overcomplicate your content because your customers won’t have too much time to stick around.
Keep it engaging by giving them the information they need from the get-go. More importantly, develop a strategy that clearly defines the purpose and goal of the content you’ll be creating.
Together with a great product, you’ll find your content increasing your Shopify store’s online traffic, and your sales will follow.