Bill Gates coined the phrase “content is king” way back when the internet was still in its adolescence. Watching the current “content boom,” even he would take pride in predicting the rise of this non-interruptive, engaging form of marketing that has engulfed the digital sphere.
However, content is not the only thing to have emerged in the economy as a major force. The rise of content has been met by the rise in e-commerce. As technological advancements continue to negate the distances and the problems that come with distances, newer markets have emerged – and this time they are based on the World Wide Web.
As e-commerce platforms, notably WooCommerce, continue to rise in popularity and common usage, there is a growing need to mold content marketing strategies to fit the unique platform.
A Guide For Content Marketing For WooCommerce
The biggest advantage levied by content marketing is the fact that every organization, regardless of the size, can reap its benefits – granted the effort is well planned and targeted.
However, the WooCommerce platform differs slightly from everyday organizations. This article provides a personalized guide on how to formulate a successful content marketing strategy for WooCommerce.
Now that you have selected a WooCommerce theme and are ready to set up your e-store, know all the necessary tricks and tips to get your content marketing right.
Ascertain Your Desired Objectives
Before we go into the intricacies of crafting a successful content marketing campaign, content marketers need to determine what they want to achieve through content marketing. Establishing content marketing goals early on in the process helps structure the content likewise.
For instance, content catered to capture email leads typically requires a more long-form content that can be covered behind an opt-in email page. Contrastingly, if your marketing objective is to increase brand awareness and get more people to view or ‘engage’ with your content, the content structure differs.
This approach cultivates a need for enticing headlines, interesting topics that resonate with the audience and an emphasis on visual data that enables more engagement and shares. However, the majority of marketers on WooCommerce have a single goal: increased revenue.
The saturation of e-commerce has led to a fiercely competitive atmosphere where businesses are not judged on the value provided to the consumer, but the number of leads they are pulling in daily. Which is why your content should target potential customers to visit your site.
This requires an optimal mix of valuable information and search engine optimization, plus further traffic leveraged from social media networks etc.
Conduct Keyword Research
The next step into devising a content marketing strategy for WooCommerce entails comprehensive keyword research. While Google has moved on from a keyword-centric ranking algorithm to one that analyzes 200 factors to determine your page rank, the impact of keywords is still substantial.
While working on WordPress, it allows users to easily make categories which further boost your ability to organize content which makes it possible to create diverse content for your blogs to appeal to different kinds of readers.
While creating categories, it may strike you: “what categories should I make?”
To create content that attracts, engages, and interests people, you need to learn which ideas, questions, and topics prevail in your niche. What is your consumer looking for when they take to Google to find a product? What questions is your ideal buyer asking?
These important questions are answered by keyword research and further formulating a keyword strategy. Google Keyword Planner is a free keyword research tool that lets you see the most commonly searched phrases of your niche, alongside search volume, KD (keyword difficulty) and CPC (cost per click) details that provide insight into what phrases are you going to target through your content.
There are various other tools, such as Moz Keyword Explorer or RB keyword research which is a WordPress plugin that allows you to conduct keyword research without leaving WordPress at all. Once you type in a keyword, these tools show up a plethora of keyword phrases being searched for.
These tools enhance your ability to create content around 4-6 different topics, and their related keywords.
Devise Content Ideas
Once your goals are aligned, and the keyword research provides you with the optimization tools needed to rank on Google, the next step is to curate content ideas.
What content are you going to provide on your site? Taking it upon yourself to brainstorm the entire content marketing strategy can be both: inefficient and daunting. Organization is key to many aspects of business, and content marketing is no different.
Again, market research is the key element that can provide a direction as to what type of content is being appreciated and shared the most in your niche, and how can you provide value to the users. Tools such as BuzzSumo allow users to analyze which pieces of content are gaining the most traction.
In addition to analyzing topics, you can also analyze the missing links in such popular pieces and capitalize where your competitors failed to. Look for comments and feedback that highlights what’s missing and pay attention to the questions people are frequently asking – and make sure your content strategy caters to such people.
The primary reason for content marketing’s rise to widespread usage has been the value it provided to the consumer. When devising individual pieces, the goal should be to answer the questions people have regarding the subject in a simple yet engaging way.
Actionable content which reads “How To Do XYZ In 5 Steps” is more engaging than one that is relatively bland. The human mind retains visual cues better, so the key to memorable content is also laden with relevant graphics.
There is ample room to be creative with the content you produce. According to Google, long-form content gains more traction and engagement. Why? Because it provides more value. Guides, How-To articles, E-books are not just an opportunity to demonstrate your authority on the topic but you can even add an opt-in form to add to the growing list of your email subscribers.
Even if your approach is tilted towards creating short-form content, brainstorm newsletter ideas to further capture potential leads. Tools such as Optinmonster is a popular WordPress email opt-in plugin that can be customized to meet your needs.
Structure Your Content Marketing Strategy
There are no lucky breakthroughs in the cutthroat, competitive environment of modern e-commerce. If you are aiming to succeed with your content marketing strategy for WooCommerce, then you need to ensure you plan and organize the strategy in great detail.
There are several ways you can provide a cohesive structure to formulate your ideas, and further fine-tune them to devise a successful strategy, but we will look at the absolute necessity for your WooCommerce business: an editorial calendar.
Not only does an editorial calendar provide the much-needed structure, but it also streamlines the “schedule and track” aspect of the content strategy. Here’s a glimpse of how an editorial calendar can help alleviate work-related stress on content creators and editors by providing a one-glance answer to the many questions in the process:
- What topic is to be worked on?
- Which category of content does it belong to?
- What are the relevant keywords that are to be included in such a piece?
- Which writer is assigned to complete this piece?
- When is it due to being completed, and further published?
- How is the organization planning to promote this piece?
There are various editorial calendar tools available for WordPress users, such as the Editorial Calendar plug-in that enables organizations to have a birds-eye view of their entire content strategy, while providing increased feasibility enabling them to drag and drop posts, schedule and manage multiple authors as well as further customization.
Market Your Post For Maximum Engagement
No matter how valuable and actionable your content is, unless it gets engagement there is no acclaim. In fact, some marketers will go as much to say you need to spend 80% of your time in content promotion, and creating content in the remaining 20%!
There are multiple content promotion and distribution channels, such as creating a carefully crafted guest post pitch and aiming to guest post on industry relevant blogs.
However, guest posting comes later. Here are the two most dominant promotion channels for WooCommerce content marketing:
Form An Email List
Remember the emphasis on having an email opt-in for the content we placed earlier? This is where you reap what you plug – in!
A CTA button pop-up or a subscription box strategically placed across webpages can work wonders for curating a loyal subscriber list. Paired with popular email marketing services such as MailChimp, an email list can drive up engagement for your blog manifold.
Share It On Social Media
Everybody is well versed with the impact social media has had on consumer behavior. In fact, social media has emerged as the staple marketing medium for many industries, and WooCommerce is no different.
Building an audience on Facebook, Twitter and LinkedIn can contribute majorly to your website traffic and as a result, to your website conversions. Content marketers can even co-operate with niche influencers to promote content on the basis of merit.
Not only will it increase the exposure of your content, but it can also be utilized to re-publish older content which has stood the test of time to remain relevant today.
WooCommerce has gone from strength to strength to become one of the most popular and widely used WordPress plugin that cater to small and large businesses alike.
As competition grows tough, WooCommerce users are looking to utilize content marketing to enhance their reach and benefit from increased revenue. Not only is it cost-effective, but the ROI potential of content marketing is huge.
From deciding your goals to promoting the content on social media, the key ingredient to success remains to be valuable content that assists consumers in finding answers to their questions and making wiser decisions.