How to Implement a Content Marketing Strategy on Your Magento Store

by Fayyaz Khattak  November 7, 2016

The number of ecommerce websites is constantly increasing and every stakeholder has to face a twofold problem now: the market is flooded with competitors, and it is getting difficult day by day to capture the attention of your audience. Being visible is a challenge, therefore, but content marketing has viable solutions.

Magento Content Marketing Strategy

What Is Content Marketing and Why Do You Need It?

The idea is to stop throwing advertisements in your visitor’s face and to adopt a counter strategy. Traditional marketing methods are perceived as intrusive and are, in fact, less efficient in delivering promotional messages, especially online!

Content Marketing is providing your audience quality content for the precise information they are looking for. By quality, we refer to content that has value and is relevant to a specific target audience.

Content marketing goes beyond selling. By providing quality content and solving their problems, you build trust and loyalty in the minds of customers.

72% of customers believe they form a relationship with a brand as a result of custom content.

(Source: Importance Of Content Marketing For Ecommerce)

Consider your eStore as real media (not just an extension for product descriptions), and a resource for internet users who can become leads and convert to customers. This differentiates you from your competitors and makes visitors remember you.

Content marketing, in essence, helps you establish an emotional link between the target audience and your brand.

Why Is Content Important for Ecommerce?

It increases brand awareness

eMerchants put efforts into proper content marketing strategy because it’s the best way to engage customers and increase brand awareness.

According to stats, almost 70% of people would rather learn about a company through articles than adverts. (source: Content Marketing Infographic ).

The editorial expertise generated from the creation of custom content will enhance your authority. Although confidence and trust in online shops is growing, users still need to be reassured when they visit your website till the end of the conversion funnel.

Stats say 82% of consumers have a more positive opinion about a company after reading custom content.

When defining content, your strategy should not only be about creating new content; it should also improve on the existing one. This way, not only will you keep your existing customers aware, but you’ll also give them reasons to share your ideas and feel proud to be your customers!

Appropriate content help increase brand awareness, to reassure your audience, and also builds loyalty!

It’s SEO friendly

Users like to find good content, and so does Google and other search engines. SEO is always better when you have data and new content that a search engine can find.

Put more efforts on up-to-date content, appropriate use of keywords, and richness of content. As a result, you will rank higher and increase the interest of your audience.

Moreover, some specific content types like landing pages are especially subject to SEA and SEO improvements. Like other e-marketing actions, landing pages have to be strategically prepared to achieve your objectives and the ROI should be carefully analyzed.

It improves UX

It is also about building an overall better user experience. Users are likely to learn about your company and eStore from your custom content and to appreciate the benefit they can get out of it.

Content gives information to the user, it keeps reader’s attention and helps them to know you better and faster and to find their way on your website.

It converts!

If you are still not convinced, you are about to be!

According to Lemonstand, the average conversion rate of sites with content marketing is 2.9%; it is 0.5% for sites without a content strategy. This means content strategy converts six times better.

Not sure if we need more reasons to convince you.

Marketing Strategy

The Kind of Content You Should Focus On

So what type of content can you publish on your ecommerce store to increase the conversion rate?

Well, the key is diversification!

Here is what you can bring to your online store to take advantage of your strategy:

  • Make static pages with rich content: text, images, and especially videos
  • Blog (business trends and branding posts, giving advice or tips and not promotional content): a blog will enhance your trusted authority and bring traffic to your website
  • Knowledge base (white paper, case studies, technical posts, and FAQ)
  • Relevance and influence (lookbook, seasonal content, etc.)
  • Documentation (technical information, downloadable content, video guides, SlideShare presentation, etc.)
  • Store locator (to offer Web2Store options)

To improve your marketing actions, you can also work on these specific contents:

  • Optimize your homepage
  • Build landing pages according to your eMarketing campaigns (mailing, AdWords, etc.)
  • Build internal wire through your content pages and products, for instance, by linking an article from your blog directly to a selection of corresponding products from your store.

Don’t hesitate to diversify the type of content!

Technical Solutions

Content marketing is strategic for ecommerce, and technical constraints can make the implementation of your strategy more complicated.

Advanced Content Manager

Solution: Advanced Content Manager – one tool covering all your content strategy for Magento

At Blackbird, we exclusively work on Magento, and when we develop a website for our customers, we also like to make sure their project has the best chance to succeed. We know the strategic side of Content Marketing for ecommerce, and we know that Magento is pretty limited in this field. This is why we developed our CMS extension: Advanced Content Manager, now also available for Magento 2.

The main asset of Advanced Manager is its Swiss-knife like characteristic. That is, you can create all sort of content with one extension: blogs, homepages, landing pages, store locator, lookbooks, team presentation…

Create content types, add some custom fields like text, text areas, images, files, selection menus (radio buttons, multiple select, checkbox, drop-down), date and time.

Last field type is the relationship: you can link your content type to your products, attributes, category, or another content type. For instance, a blog article dealing with the practice of yoga suggests a selection of yoga clothes from your eStore right next to it.

Magento 2 Content

Alternative solutions:

  • ACF for WordPress and the WordPress integration Extension for Magento – if you already have a WP website, this tool could be your friend. But managing two websites could be worse, in the long run, not to mention the security issues.
    (WordPress Integration)
    Limitation: not available for Magento 2 yet
  • DRUPAL integration (but only for Magento 1.x)

Author Bio

Caroline Bosc is eMarketing Manager at Blackbird Agency. You can follow us at @AgenceBlackbird on Twitter.

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About Fayyaz Khattak

Fayyaz is a Magento Community Manager at Cloudways - A Managed Magento Hosting Platform. His objective is to learn & share about PHP & Magento Development in Community. Fayyaz is a food lover and enjoys driving. You can email him at m.fayyaz@cloudways.com

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