How to Create a Content Marketing Strategy for your Brand

Corey Grigg

March 31, 2021

Whether you are a well-known fashion brand or smaller niche ecommerce business, having good, well optimised and written content is just as important as ever. Content marketing is still a crucial means of communication to your current and potential future customers, especially for ecommerce brands and can help to build brand awareness, generate leads, promote a business’ values and much more.

Discover how to write effective content for ecommerce sites with the steps below.

What is content marketing for ecommerce businesses?

As the name suggests, content marketing involves the strategic creation of content to assist in the promotion of a brand or its products. The content that is created needs to be relevant, attractive and engaging to the target audience for it to succeed. Examples of modern forms of content marketing for ecommerce businesses include:

  • Podcasts
  • Videos
  • Infographics
  • Interactive maps, charts and diagrams
  • Blog articles

While there is a near-endless variety of content types, the main focus still for many businesses is blog articles. Not only do they typically offer a lower production cost compared to other content types (such as videos or podcasts), but their potential outreach through online channels such as SEO is immense.

That being said, putting pen to paper as a brand requires strategic planning for the blog article to succeed. There are many factors to consider when writing content for an ecommerce site. From generating ideas to tracking the final outcome, we share our strategy on writing effective blog articles for any ecommerce brand or retailer.

Stage 1: Research & Planning

To give your content the best possible chance at success, a thorough level of research and planning needs to occur before you start anything. Like a classic ‘conversion funnel’, we want to take the same approach when it comes to planning content—start with a wide net to capture ideas, which we then funnel down into one final blog article concept during the process.

How to research blog article ideas

Instinctually, many ecommerce businesses will start by using digital marketing tools to generate content ideas. While using keyword research to form the basis of your blog article is key, it’s also important to marry this planning with additional research to fully flesh out other ideas.

Ultimately, the content is going to be engaged with by your target audience, so getting a complete picture of their content needs is essential. Consider using the following methods to further research topic ideas and your reader’s needs:

  • Using customer interviews, reviews and focus groups
  • Mapping out the customer journey and analysing pain-points within it
  • Viewing customer enquiries to answer common questions
  • Completing competitor research to uncover content gaps
  • Researching customer forums and online communities
  • Utilising recent trends to pair the brand with
  • Analysing top-selling products or product categories
  • Measuring previous high-performing content on social media channels
  • By pairing customer-focused research with keyword planning, your content will have the framework to succeed online and with the target audience.

Evergreen vs. Seasonal Content Marketing

Blog article topics can be typically divided between two categories, Evergreen and Seasonal. By choosing which category your content falls into will help plan when is the best time of year to publish it.

  • Evergreen: Content that is relevant to the audience all year round.
  • Seasonal: Content that is relevant to the audience at a specific time or period during the year.

An example of Evergreen content could be a Product Buying Checklist (such as a ‘Buyer's Guide to Football Boots’), while a Seasonal content example could be a Gifting Guide (such as a ‘Father’s Day Gift Guide’).

However, depending on your chosen topic, the choice between Evergreen or Seasonal is predetermined which makes this step easier.

How to plan your blog article

With a topic decided, it’s time to decide on the content of the article:

  • What do you want to include in it? Write down all the sections you want within the article and any notes based on your research. It is also worth deciding what you don’t want to speak about in the article. Doing this will help keep you focused on the topic at hand and not get sidetracked while writing.
  • What is the core message you want the audience to receive? Are you using this article to create brand awareness, generate leads, sell a product or something else? Deciding on the core message will help track the success of the article once it’s published.
  • What media do you have access to which will complement the content? How will any images, videos, graphs, maps or other media be accessed or created for the blog article? If you plan on using statistics or quotes in the content, also start collecting sources for those too.
  • How will the content be amplified once published? Other than being posted on the blog, will the article be shared on social media channels, influencers, eDMs, downloaded as a white paper or any other means?
  • Is there a deadline the article needs to be written by? Particularly in the case of Seasonal content or an article that has been written off the back of a current trend.

Ideally, an article brief can be created before writing content to ensure the article is well researched and optimised. It will also allow the writer to easily see what will be featured in the content and any information needed to create it.

Stage 2: Writing & Content Creation

If you’ve followed the process so far, you will now have a highly detailed plan for your article. All that is left to do is create it.

Before writing a blog article

  • Who is writing the content? Will it be created by an internal team such as marketing? Or will you be using an external asset such as an agency or guest poster?
  • Does the brand have a tone of voice document? Read the tone of voice document to understand how the business wants to be portrayed through the copy before starting.

Writing for user experience

While your blog article must feature the keywords you want to rank for, it’s equally important that the article is primarily written for a real-life audience, not Google. The customer is king when it comes to content, but what does this mean in practice?

  • Keep keywords natural: While it may feel obvious, the language and choice of words you use needs to be natural. Don’t inject blatant keywords into a sentence—instead, phrase them naturally and let them blend into the sentence.
  • Speak to your audience: Use language your readers can engage with. Fun, casual brands may prefer to use slang and abbreviations, while a more corporate business could have an audience that prefers technical terms and more direct phrases.
  • Use bullet points, numbers and tables: Instead of large walls of text, make it as easy as possible for your readers to consume your content. Bullet points, numbering and tables help make information easily readable to both your audience and search engine crawlers.
  • Internal linking best practice: Whether you’re linking to a product, service or another piece of content, internal linking also needs to be authentic, relevant and natural. Ideally, the anchor text needs to be similar to the page you are linking to. Don’t use the word ‘here’ or ‘now’ to link to other pages, as it’s not good for a reader’s experience.
  • Heading hierarchy: Clear and concise headings that use long-tail keyword phrases allow the reader to easily differentiate the sections of your content. Search engine crawlers also use your headings to understand content and rank it for those queries.

Completing a first draft

Whenever possible, always create a draft of your article before publishing it. This allows time for another person within or outside of your team to proofread and sense check the content. In particular for more technical topics, having someone outside of your team read through the article will help ensure it can be understood by people of different knowledge levels if that is a goal for the content.

When an article is ready to go live, ensure that it has had a spelling and grammar check, and that all links work correctly.

Stage 3: Tracking & Optimisation

To further enhance your ecommerce content marketing strategy, blog articles need to be tracked and optimised in the future. Not only is it important to ensure the content engages your target audience, but it also allows you to adapt your strategy based on what did and didn’t work.

Tracking & measuring your content marketing

If you had created a goal as part of your article brief in the planning stage, it is simple to use that objective as your main way of measuring the success of your content. That being said, content can serve many purposes, which the goal should reflect. Here are a few objectives that you can measure your content by:

  • Reporting traffic, new users, keyword rankings and other metrics through Google Analytics or SEO tools
  • Acquiring reader feedback through surveys or comments
  • Counting email sign-ups or leads
  • Analysing conversion metrics such as revenue or click-through rate
  • Measuring social shares, likes and clicks
  • Creating brand awareness and reviewing unlinked mentions on other sites
  • Manually checking rankings for keywords

How to optimise content in the future

Updating and optimising your article breathes new life into your content—help setting it up for long-term SEO success. Both your audience and search engines benefit from content optimisation, making it an important factor that needs to be included in the blog article’s lifecycle. These are many ways to update and optimise your content, some of which include:

  • New information based on the topic
  • New content based on current trends or styles
  • Updating statistics or quotes
  • Updating imagery
  • Updating tone of voice
  • Adding videos, infographics or other rich media
  • The audience gains new information that will help inform their decision, while search engines are able to rank the article for additional keywords based on the new content.

The importance of content for ecommerce sites

It’s no secret that content marketing needs to be part of your wider ecommerce strategy. Its longevity, low cost to produce and ability to grow online authority makes it highly attractive to ecommerce businesses. Other key benefits for content marketing include:

  • Builds brand awareness
  • Builds domain authority
  • Can target long-tail keywords that category and product pages typically don’t rank for
  • Can achieve a number of non-direct revenue-driving goals (such as lead generation)
  • Educates the customer through information and expertise
  • Produces additional opportunities to gain new users and traffic
  • Increases positive user signals such as pages per session and time on site
  • Complements other online channels such as social, paid search, CRM and affiliate marketing
  • Allows your site to rank for additional rich snippets and universal search results

Throughout all the stages of creating content—planning and research, writing and creating content, and tracking and optimisation—the customer needs to always be the primary focus. The content is going to be read, consumed and ultimately actioned upon by them.

For more information about building an ecommerce content marketing strategy, contact Pattern Australia now.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)