E-tail Content Marketing: Tactical Execution to Make a Difference

 

Develop a process to create content: When content programs fail, it's usually not due to a lack of quality content, but because of poor execution. We will create a process to develop content that is consistent across all product lines and distribution points. We will ensure excellence in every piece of content:

1. Content/editorial
2. Design/art/photography
3. Web development/integration
4. Content-specific marketing
5. Monitoring customer conversations and reviews
6. Print/web production and maintenance
7. List/audience development and maintenance
8. Responsible method for consistently updating and refreshing content

Constant updating of content is crucial to getting the target audience to view your company's content as a resource in helping customers make buying decisions. Buyer information consumption is basically how a buyer is researching, discussing, reviewing, reading, watching or otherwise engaging with content that influences their decision on which product to buy. Knowing who your buyers are is great, but understanding how and why they consume content is crucial to our success. SellPoint content distribution. SellPoint, as an example, is a syndication partner to online e-tailers like Walmart.com, OfficeMax, Staples, and dozens of other top national e-tailers as well as regional and specialty dealers - they have more than 200 e-tail partners and shopping sites. They can provide you:

1. Weekly syndication audits to insure that your rich-media product tours are in place everywhere your products are sold online.
2. Integration of your content with e-tailer web sites to ensure optimal shopper engagement and compliance with e-tail site requirements.
3. Automated placement of your content as soon as new products are launched, and real-time change management post launch.
4. Your company driven network expansion by adding new online retail venues as channel placements expand.

To leverage a company like SellPoint, you need to constantly provide them an array of relevant content, images and video on your products. The content needs to meet your company's basic value proposition as well as be search engine optimization (SEO) compliant. Another element of your success will depend upon having relationships with all the key e-tailer representatives who manage and execute the content marketing programs. Meeting regularly in person will allow you to maintain a process to keep your content current and conducive with your primary e-tail partner contact for product content. Company Website: The website is your company's ante for the business and provides customers relevant content to assist them with information in positioning your products for preference and a call to action to purchase. The website should be structured and formatted with these key elements:

1. Headlines: As with most media, a great headline or page title can make or break a page. But specific to web content, it's important to remember the SEO aspects. Integrating a major keyword phrase into a headline and programming the page title with a relevant <h1> tag can add some nice Google juice.
2. Sub-headlines: Visitors scan before they read, so creating enticing, benefits-focused sub-headlines can really boost the odds that your web pages will be read.
3. Images: Optimizing the image's file name and alt tag with keyword/phrase provides the context Google needs and validates the relevance of your web pages.
4. Bulleted and numbered lists: Lists make content much easier to digest. Even the slightest indention and bullet will draw the reader's eye - Google likes them too.
5. Calls to action: Despite the intelligence levels our site's visitors, people don't want to have to think when they are browsing websites. Obvious command-oriented calls to action are key in moving visitors through the website.

Video content marketing: Video presents a major advantage for telling the company and product stories. A video can be created for almost any reason, whether we need to promote a product or spread the word about our latest campaign, or tell our story to existing or future clients. Whatever we can dream up, we can do through video - it's a powerful tool and one we should use frequently. Here are a few to consider:

1. FAQ. Creating a frequently asked questions video will allow customers to have easy access to their questions.
2. Social media. Creating video blogs or including other useful and relevant video to social network channels will not only enhance your brand image, but will also increase search engine optimization (SEO) - and our chances of being found over a competitor.
3. Interviews. Interviewing management or influencers on camera is a great way to communicate the company's message. These videos are also perfect for establishing the brand as a thought leader in the industry.
4. Video tour. Online product tours allow customers to see all aspects of the product without having to be present. Creating a video tour is an inexpensive way to show potentially millions of people what your company has to offer.
5. Testimonials. We can drive sales by boosting customer confidence with video testimonials. Posting testimonial videos via multiple platforms will also increase our visibility and likelihood of appearing in search results.

The key to a successful e-tail content marketing strategy is, you guessed it, great content and tactical execution. Not just any content, but great content. Customers know the difference between great content and a blatant sales pitch with no inherent value. In the past, customers received great content from the media giants. Today, they can and should be receiving it from you. Even if you do not have internal talent, there are firms like Maples Communications who can put their talents to work on behalf of your company. What type of programs are you implementing to develop great content?

Tags: awareness, blogs, Bob Maples, brand, building awareness, communications, Google search, Internet Directories, keyword research, local search analytics, local search content, local search marketing, local search strategy, maples, maples communications, marketing, online search, Orange County Social Media and Public Relations, press releases, public relations, relevant content, search engine optimization, search marketing, SEO, unique selling proposition, website, website metrics