There’s no denying that how we work has drastically shifted in the wake of the coronavirus. Merchants have to adjust to this new normal. For some, this looks like stockouts and quicker delivery. For others, this has massively slowed down traffic and sales. During this slowdown, there is one thing you can set up on your store if you haven’t already— content marketing.
In this blog, we will walk you through why you need content marketing for your Shopify store, especially in this time and 6 easy steps you can take to get started.
Why Is Content Marketing Important For eCommerce
Consumers love to read and research a product and the brand they are considering to shop from before purchasing. In fact, 81% of retail shoppers conduct online research before buying. They have questions about the brand’s credibility, the product, its quality, and how it can be used.
By creating content, you can inform and educate shoppers, showing how customers use the product, the different ways that the product can be used, and establish yourself as an authority in this topic.
With content ready to be consumed on your website, Youtube, or Instagram, you can attract new audiences to engage with your store and join your community. Content marketing is a powerful way to create a community, make consumers resonate with you, and build loyalty to your brand.
Why Should You Set Up Content Marketing During Coronavirus Outbreak
There are fewer sales now than ever better. This means that shoppers aren’t searching for your products and you need to reach out to them and engage them with your Shopify store.
Content marketing is an organic way to acquire and engage customers. Unlike paid ads, you can start creating and marketing your brand’s content without having to invest a large budget. It takes time to gain traction with content marketing but once you do, it cements your brand as an authority.
This is also the best time to create content and grow your audience. Since everyone is quarantined to their homes, they are consuming more content now than ever before. With their attention online, you can use this opportunity to reel in interested consumers to your brand.
6 Steps To Set Up Your Store’s Content Marketing Strategy
Now, setting up your content marketing doesn’t have to be tough. Here are 6 steps you can take to set up a content marketing strategy that is effective.
1. Provide useful and unique content
When creating content, your goal should be to provide value for your consumers. Here are 2 tips we have when creating content for your Shopify store:
- Use the research you did when creating your products. Give your consumers valid reasons why they should do something. You can take inspiration from Seed, a probiotics brand that provides its audience with tips on gut health.
- Provide unique content. Your consumers won’t pay attention to tips and ideas that are reiterated by many other brands. You need to be providing the kind of content that no one else is creating.
- Ask your consumers what help they need. This way, you can create content that they will actually use.
2. Use different formats
Everyone likes to consume content in their own way. Some prefer videos, others like to read the content. Try out different formats— blogs, carousels, checklists, infographics, videos— to see which one works best with your audience. With different content formats, you can also widen your reach.
3. Share content on platforms that are trending
Just creating content isn’t enough. You need to put it on platforms that are trending and commonly used for content consumption. Even if you’re publishing a blog, repurpose the content into images and videos for platforms like Instagram, YouTube, and Tik Tok. Users are spending a large part of their day on them and they will stumble onto your content when searching for such things. This way, you can attract new audiences easily.
4. Promote your content
Once you have content published, you also need to do your due diligence in getting it the attention it deserves. You can share your content via email, web push, SMS, and Facebook Messenger. This helps you achieve 2 goals:
- Establish yourself as an authority among people who are already subscribed to you.
- On social media and YouTube, higher views in the first few hours of publishing are helpful to your growth! The algorithm recognizes your popularity and shows the content to more people.
Besides your common communication platforms, you can also set up ads, if you have the budget for it.
5. Analyze what works and what doesn’t
You need to understand how your content is performing— how many views and clicks it is generating. Besides views, you can monitor metrics like followers and email subscribers. One goal that many eCommerce businesses set up for their content marketing is to grow their subscriber base. This way, you have a chance to turn these subscribers into customers later.
You can use RevTap’s email report to monitor your subscriber growth and your performance reports to see your organic growth.
6. During the coronavirus outbreak, provide tips relevant in this time
No one would find tips about 12-hour travel skincare useful during this time. Your content should cater to what customers would want to use at this time. If you’re a food brand, this can be the time to provide consumers will recipes. Skincare brands can help consumers figure out what a WFH skincare routine would look like.
Adapt your content plan to cater to the questions people have during this outbreak. This way, you will resonate with others and attract an audience that is searching for content like yours.
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Ready to use content marketing for your Shopify store?
With coronavirus slowing down businesses, it’s important to adapt your business, change your strategies, and pick up tactics that are currently working. With these 6 steps, you can easily create a content strategy for this time.
If you aren’t sure how to get started with content marketing or need directions on how to plan your strategy, you can get in touch with Contensify, an agency specialized in content marketing.
Need help strategizing your ads to promote your content?
Reach out to Shopify experts at Spin by RevTap.