Ecommerce Power of Content: Do’s and Don’ts – By Oliver Roup

by Sara Szado on November 28, 2015


Gone are the days of shopping via mail-in catalog. Today, consumers are influenced to purchase products across the digital world—from Pinterest to Instagram to blogs to emails. It’s imperative that brands develop a marketing strategy that reaches all of these channels and devices. It can be a difficult, time-consuming, and expensive task but to increase sales and brand awareness, there are a few do’s and don’ts to follow.

Tap Into Influencers
Influencers are now the trusted experts driving consumption behavior in industries across all digital channels. According to a survey by Research Now Group, two in three respondents read blogs at least a few times per week. Of those consumers, 84% buy products based on the content of a blog.

This presents a tremendous opportunity for brand awareness and sales. The key is finding the right influencers who are already writing about your industry, or your product, and pursue collaboration through trend pieces, product reviews, co-hosting an event, or presenting at an industry conference together.

Working with influencers is an efficient way for brands to reach consumers across media platforms.

Diversify your Approach
If you’re a brand looking to pursue a content marketing strategy, create a plan that leaves room for compromise.
One of the most important elements of advertorial content is that it should feel organic. If you’re promoting a new consumer electronics product, think creatively about how you can expand your reach beyond just the tech space. Create an overall theme of “The Top Tech Gadgets for Summer Vacation,” then be creative by approaching influencers and collaborators in technology and diverse areas such as travel or automotive.

Consumers want timely content, and if you can help influencers to provide that, your chances of working together are much greater.

Leverage Analytics
In marketing strategy, it’s crucial to track success through reads, click-throughs and user engagement. Publishers and influencers constantly check their dashboards to ensure they produce successful content.
This is important to know for content strategy. For example, some publishers find that their readers will buy more products through a tweet, than through blog posts, so they focus on promoting via social media. Others find that readers want to read blog post reviews on a product before buying. These are important details to know when determining your strategy.

Don’t Underestimate Mobile
While this may seem obvious, there is a lot of discussion around mobile commerce. According to the Online Publishers Association, Internet usage on mobile devices surpassed desktop usage for the first time.

The majority of the time (99.5%) spent on mobile devices was expended access content/information. Consumers now use their smartphones as the primary device to researchand purchase products. Unlike desktop computers, mobile devices only show one screen at a time, so the consumer is completely focused and engaged on that screen.
Mobile should be front and center of your content marketing strategy for ecommerce, especially as the mobile shopping experience continues to improve.

Oliver Roup is founder of VigLink, the leading solution to monetize content and track engagement.

This article appeared in issue 31 of FeedFront Magazine, which was published in August 2015.

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