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How to Use Content Marketing to Generate Organic eCommerce Traffic

contentmarketingContent marketing is an interesting concept. In fact, you may notice it's the root of the blog post you are reading right now.

While most of us have already been introduced to the idea of content marketing as a tool to generate e-commerce traffic, what does that actually look like? The job of blog posting often remains unclear to business owners. We want to make the distinction for you.

 

What is Content Marketing?

Content marketing refers to the planning, creation and distribution of relevant content (blogs, video, podcasts, infographics, etc.) to your target audience. The goal of a content marketing strategy is to gain traction through the process of publishing and sharing of content that’s useful to your audience.

Outbound sales strategies are not as effective as they once were. Because of this, many companies have opted to transition to an inbound sales model. An inbound model - where potential clients seek out the company instead of vice versa - relies heavily on the company's digital presentation in the online marketplace. Content marketing plays a significant role in building credibility and creates an outlet for users to access products and services.

The role of your published content is to drive organic traffic to your website. Organic traffic is generated by providing value and expertise where potential clients view your company as a leader in an industry or niche. Your job is to create content that is engaging to users and will be selected within a given set of search results.

The most important element of curated content you create is structure. All of your content should be structured so that people WANT to consume it, find it compelling, and want to share it with others. Achieving this clearly demonstrates that your content holds value to your readers and captures the attention of potential clients.

 

How to Write Compelling Content...

Compelling content goes beyond the interests of the company and really zeros in on the needs of the reader.

Industry leaders consistently demonstrate expertise to followers. They are creative in approach, relevant in conversation, and specialized in knowledge. All these characteristics of a strong industry leader should be captured in your content marketing strategy. Ultimately, this will drive some of the e-commerce traffic you need to convert.

Your focus should be on adding value for your audience and not simply on selling the features of your fantastic new product. In most cases, your audience is looking for engaging, helpful content that lands somewhere on the broader spectrum.

Think bigger picture. Go beyond the realm of your product line and start pulling ideas from the context in which your product or service might be used. Not only does this demonstrate an understanding of the selling atmosphere, it clearly displays to your target market that you are paying close attention to their lifestyle and needs.

As a rule of thumb, you should only post links to your product or service every 2 to 3 posts. When

doing so, present your products and services as solution-based. For example, if your post is focused on usability issues, then its important to present a number of potential solutions alongside these identified challenges. At least one of these solutions should always be a product or service that you offer in your online store.

 

Search Engine Optimization (SEO)

Another way to generate organic traffic to your online store is to rank high on key search engines and primary search terms that are relevant to your business. Posts must be optimized to display as closely to the first page of search results as possible.

It is possible to substantially boost the search engine ranking of your online store by using a single, fully formatted post. Optimize content for your readers, not for search engines. Use primary keywords and structured content. You will notice this approach is being used throughout this article by using the primary key search term of “content marketing” and secondary keywords “organic traffic” and “e-commerce traffic” throughout the post. Internal links are another great way to build credibility within your own website, as search engines test and index all web links no matter the source.

It's crucial to understand that your posts should be optimized for your audience, not your engine, which runs contrary to popular belief. If your audience does not feel drawn to consume your content, then the highest ranking content in the world won't attract the organic traffic and conversions needed to convert and grow.

Competing for keywords in online content is integral. Each piece of content you publish should be optimized for a specific search term. The process of deciding which keywords to use is sometimes batched in with keyword economics, or the keyword cost-benefit analysis. While utilizing keywords in content marketing that targets organic e-commerce traffic will not cost you per click, the practice becomes time consuming. Only keywords that have been researched and proven to be of value to your target audience should be used. It is useful to have a keyword analysis tool on hand for up and coming content.

You should have a single focus term paired with multiple complementary keywords. These are often interchanged or searched alongside your focus term.

Generating organic traffic takes time but having a sound content marketing strategy backed with compelling posts and SEO best practices is a key to success. Feel free to contact us and set up a chat to learn more.