Remember when “content marketing” was something that a few agencies and forward thinking in-house marketing managers used to do?
It was a clever way of hacking the marketing system.
By creating content that didn’t sell, but focused on answering customer questions and provided useful information, content marketing has a great way of getting a leg up on the competition.
Today, everyone does content marketing.
Today, it’s become almost the basic price of entry.
There’s no shortage of blogs, guides, videos and podcasts around today covering all kinds of things.
But when it comes to Ecommerce SEO, content marketing is still in the start-up phase. This is despite the obvious benefits it can have to broaden the reach of an Ecommerce website to get products in front of a bigger audience.
If you want to know why you should use content marketing for Ecommerce SEO (and how to do it), just keep reading.
Understand and target the right audience
The first step of any content marketing plan is to understand your audience so you know who you’re targeting, and figuring out how they like to find out information – whether it’s social media, emails etc
This is essential for Ecommerce.
If you don’t know who you’re trying to sell to, how are you ever to going to find them to sell to in the first place, and how will you know which messages work on them?
In the B2B world, this is known as creating buyer personas.
But it’s just knowing who you’re selling to, and knowing the best places to find them.
Put yourself in your customers mind.
Ask yourself, if you were them, what problems would you be having that you would need your problem to solve?
And where would you go to find out information?
Would you use social media? Would you look for a buyer’s guide or in a trade magazine?
Would you just use Google?
All this is critical information you need to figure out how your content marketing will help your Ecommerce SEO.
Running an Ecommerce website is a bit different to any other kind of website.
Ultimately, you’re trying to make sales directly through the website.
It’s not like a brochure website when you can use the website purely as an informational resource and complete all your sales in person or over the phone.
Ecommerce is about attracting your audience and convincing them to buy then and there.
If all you’ve got is a load of product pages, you’re going to struggle to attract enough traffic.
This is especially true when your product pages are aimed at short-tail keywords that have ultra high competition that you’ll struggle to rank for.
By using content marketing, you can broaden the type of content you create and fill your website with articles, guide and videos that target long tail keywords that have lower competition and higher rates of conversion.
Creating all this additional content also adds authority to your website, which will further improve the SEO performance of your Ecommerce site and help you earn more organic traffic.
Just because your Ecommerce website is designed to make sales as soon as your customer is on your site, it doesn’t mean you can’t promote your content to them over the long term.
By staying in your customer’s mind you’ll make it more likely that they’ll come back to you when they are ready to buy.
If you’re a fashion brand for example, an email list with regular fashion tips or visual guides to new styles could be of value to your customers.
Then when it comes time to buy their next outfit, because they’ve already got you in the back of their mind, they’ll come to your website.
The same goes for B2B.
If you sell software, producing and promoting articles aimed at your customers’ pain points will be useful to them now – even if they’re not quite ready to make a purchase.
When the time comes, because you’re nurtured them over a long time, they’ll know and trust your brand and be more likely to come to you than they would be if they’ve never heard of you before.
Demonstrate your experience with customer testimonials and case studies
Say you’re thinking of buying something, anything, and you’ve narrowed it down to two possible suppliers.
One has a website with no customer reviews, no case studies – nothing.
The other is stacked with customers saying how great the company was, how happy they are with what they bought, or how they’ve seen unprecedented levels of success since signing up to that company.
Which one are you going to go with?
Probably the one with lots of positive reviews.
By compiling customer reviews you can start to build trust and authority for your business and demonstrate your expertise and high levels of service to other customers and leads.
Target longer tail searches
We’ve already touched on this one a bit.
Ecommerce websites are a bit harder to manage SEO because they tend to be focused on those shorter tail keywords on product and category pages.
If you have another resource on your website like a blog, you can create a steady stream of regular content targeting other searches relevant to your products that Google can crawl and use to rank you in search.
Blogs about top 10 running shoes for marathons for a sportswear website, for example, will drive extra traffic and get you in front of potential customers who wouldn’t have found you otherwise.
Better SEO performance in the long term
One thing that everyone in the SEO world agrees on, is that Google prefers websites that are regularly updated with new content.
Websites which are left to go stale are seen as less reliable as a resource for users, so get outranked by those focusing on creating new content on a regular basis.
Creating new content for an Ecommerce website is a must, in that case.
It’s also difficult without using content marketing.
Typically the content on an Ecommerce website amounts to its product and category pages.
The only time these pages are updated is when new products are adding or potential during seasonal promotions.
The rest of the time they stay pretty much the same.
Which isn’t good for your SEO.
Once you stop creating content, Google instantly stops seeing you as a valuable resource.
So using content marketing means you can perform better for SEO in the long term.
As well as driving more traffic to your website in the short term through content creation and promotion.
Want to see how your current SEO and content marketing is performing and get some advice on how to improve it?
Get in touch today for a free, no obligation SEO audit.
One of our SEO consultants will run a complete review of your site’s SEO and help you understand where the areas for improvement are so can start to generate better results for your Ecommerce website.
Ask for a free SEO audit today.