Content marketing can be incredibly effective for increasing brand awareness and recognition, generating traffic, and even driving conversions among other things. In fact, content marketing is so versatile that it could help you achieve a very wide variety of goals, including increasing your ROI. Hence, here are five e-commerce content marketing techniques that will help you drive ROI.
#1 Update and Repurpose Old Content
First, you can try updating and repurposing your old content. Instead of solely relying on new content, you can look through your existing catalog and find pieces of content that you could use for current needs. Here are some ways to update and repurpose old content:
Update Old Articles to Generate Traffic – Old articles on your blog can be very helpful for generating traffic on your website. But the problem is that the older they are, the less up-to-date they are. By updating your old content, you will make these old articles relevant to your target audience and to search engines.
Republish Old Content on Other Platforms – If you published something on one platform, you could also publish it on a different one. For example, take an old blog post and publish it on your Facebook page. You can update it if you feel it is necessary.
Repurpose Old Content by Changing the Format – One more interesting way to utilize your old content for your current needs is by changing the format of a specific piece. For example, you can take an old blog article and create an infographic that you can publish on Instagram.
#2 Offer Downloadable Content
While most of the content you publish is likely meant to stay and be consumed online, you can and should also offer downloadable content. Such content can drive conversions, but it can also help you achieve other goals (e.g. building loyalty). Here are some types of downloadable content you can offer:
E-Books and Audiobooks
Manuals and Guidebooks
Checklists and Wishlists
Calendars and Templates
If you feel that these types of content might take too long to create, you can hire professional writers from the writing services reviews sites like Rated by Students. They will create the content for you and you can then offer it to your audience to be downloaded and enjoyed.
Keep in mind that downloadable content can be both free and premium. It’s best to offer most of it for free to allow more potential customers to access it. But you can still offer some premium downloadable content for loyal customers to increase their loyalty and trust as well as show that you value them.
#3 Utilize Social Listening to Improve Content
Social listening is a technique that involves tracking social media platforms for mentions of your brand and conversations related to your brand and your products. You then analyze what people are saying and discover opportunities to improve your brand or products, address issues, and so on. Social listening can be very useful both for improving the way you do business (e.g. improve product design) and for improving your marketing strategy.
By listening to online conversations about your brand, you can better understand what customers like about you and what they don’t particularly enjoy. It is a way for you to understand the public perception of your brand while also identifying potential strengths, weaknesses, and opportunities. To use social listening for content marketing, use these tips:
Use social media platforms and other spaces (e.g. forums) to track what people are saying about your brand and your content.
Determine the issues your audience has with your content and address them by adjusting your content strategy.
Identify new topics that your audience is interested in as well as new content formats you could try.
#4 Try Less Traditional Content Formats
Speaking of new content formats you could try, it’s definitely worth considering less traditional ones to diversify your content marketing strategy. By trying less traditional content formats you can:
Gain a competitive advantage over other brands who aren’t creating content of such kind while catering to the same audience as you do.
Diversify your content marketing strategy while spreading out to new platforms and marketing channels and reaching more potential customers.
Find new types of content you enjoy creating that could be more cost-effective and time efficient while bringing you a higher ROI.
The aforementioned downloadable types of content can already give you an idea of what you can create. But you can also try creating podcasts, webinars, live streams, presentations, white papers, and so on. Once again, don’t hesitate to hire experienced writers from the custom writing reviews site Top Writing Reviews to help you with the creation of this content. It’s best to work with experts who will keep your content quality consistently high.
#5 Leverage User-Generated Content
Last but not least, don’t forget to leverage user-generated content for your content marketing campaigns. UGC is a valuable asset that can be used as a form of social proof – it shows that your brand can be trusted and your products are truly valuable. It is a way for you to persuade potential customers to make their first purchases.
UGC can come in the form of customer reviews and testimonials as well as expert quotes and media coverage. You can even use social media posts or conversations about your brand and products as UGC. Get creative and start looking for ways you can use such content in your marketing campaigns.
Final Thoughts
To summarize, e-commerce content marketing is definitely quite effective for driving ROI, so you shouldn’t underestimate its power for achieving your needs. Utilize the techniques listed in this article to help you improve your current content marketing strategy and start pursuing even more challenging goals.
Frank Hamilton is a blogger and translator from Manchester. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.
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