Ecommerce Content Tips for the Peak SeasonBy Liz Coulson, October 14th 2020
Content marketing is one of the most important things to your ecommerce business. It accomplishes many things. Done well it attracts peoples’ attention, increases sales and makes you stand out from the crowd.
In this article, I give you a few tips specifically for the peak season. I talk about the importance of planning your content, researching before writing and give you a few ideas to write about and the platforms to publicise it on.
Purpose of Content
All of the content you produce has different purposes. Some to boost your search engine rankings to bring traffic to your website, you will have content that never goes out of date (known as evergreen content) that's informative and content to increase sales.
A key objective of your peak season content will be building excitement. Many other ecommerce retailers will be trying to capture peoples' attention and build excitement with their own campaigns too.
Plan Your Content
Give yourself plenty of time to research and plan your content. There are so many different types of content you need to consider: landing pages (to create a smooth buying experience if you're creating a marketing campaign), social media posts, email journeys, marketplace listings, FAQ pages – the list is endless! You then need to write all of this content and get it double checked, and finally schedule it all!
All of your content, no matter which platform it's being posted on, has to be consistent with your brand's tone of voice and branding. This will increase your brand recognition and consistency.
Here are some things to consider before you begin to write your content:
- Revise your content from last year to find out which was most successful e.g. had the most page views and generated you the most sales.
- Look at how your competitors and bigger businesses built up excitement last year, you might pick up some tips (I think Gymshark did a great job, I was more than happy to sit in their online queue after receiving numerous emails and Facebook Ads)
- Research last year's trends and predictions for this year
- Look at your keywords and think about where you can put these into your content.
You will be so thankful when you have your content written and confirmed. You won't be under pressure, have as many tasks to do, and you know you will have written it to the best of your ability – hopefully making you stand out from your competitors.
Peak Season Content Ideas
Gift guides are great! You can use them to give useful advice, whilst showing your brand and the products you have on offer.
Influencer marketing isn't all about working with A-list celebrities – let's be honest, this is unrealistic for a lot of small-medium sized businesses. But, you could still work with mid-sized influencers and see a benefit.
If you'd like to go down this route, take a look into influencers' engagement rates, following and relevancy to your products. Ask them to provide evidence of their engagement rate and other analytics before negotiating rates – you don't want to work with somebody if you are only going to get a few followers from it. Influencer marketing can take a lot of time, planning and rapport building so factor this in.
Joint Business Partnership
If you have a good relationship, partner up with other businesses that offer different products but have the same target audience market as you.
You can create some joint content together, perhaps discount related if you're publicising this during the peak season, to promote to your audiences. You will both have different email lists and social media followers so both of your businesses should see a boost to your brand's visibility, engagement rates and sales.
Have one message throughout each piece of content, this ensures your objectives stays the same and your message is clear for your target audience throughout. This applies to most pieces of content you will be writing, but there are sometimes expectations like gift guides.
There are many different platforms you can publicise your content on. You are probably familiar with most of them and might already be using them to promote your business. Here are some examples:
- Your website and marketplaces
- Social Media: Pinterest, Facebook, Twitter, Instagram ect
- Email marketing
- Paid Per Click (Google & Ping Ads)
- Google My Business
If you don't use a particular platform, find out if your target audience uses it; if they do, it might be worthwhile creating an account. You should only do this if you can, and will, consistently post good content – you shouldn't create an account if it's going to be dormant.
To find out if your audience actively uses a platform, you can review insights and analytics. They should provide demographics and sometimes behaviours, for you to compare to your customer personas.
Bigger and popular pieces of content like gift guides and products descriptions are great places to use keywords. Take a look at Google's Keyword Planner to find out what the keywords are for this season, your products and this year's trends. It will also, provide you with monthly search volumes and a cost per click should you wish to advertise.
Some of your keywords like Christmas Shopping Ideas and Gift Ideas for Men will be competitive therefore expensive, but you should still include them: they're popular search topics and your content might build some traction, so you'll rank for them over the upcoming seasons. But, you should focus on keywords and phrases that aren't so competitive. You will have a higher chance of appearing for search engine results.
Timing is vital when launching your campaigns. It takes longer than a few hours to move higher up search engine results, but you do not want to post it so early that it isn't relevant or quickly gets forgotten.
Posting engaging and relevant content will make you one of the leaders, rather than following in everybody else's footsteps. Decide what type of content you're going to write and when you are going to post it (schedule this wherever possible to save time in the long run).
Wrapping It Up
Content is the main part of your campaign and influences peoples' buying decisions. By creating powerful pieces of content and posting them consistently across your platforms you will improve your brand awareness and hopefully boost your peak season sales.
In order to create useful content, you need to:
- Create content that includes keywords, both seasonal and product related
- Create a content plan to schedule content consistently
- Use different platforms to reach your audience
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