Ecommerce content marketing 101

ECOMMERCE
CONTENT
MARKETING

How
to
Develop
a
Winning

Content
Marke4ng
Strategy

1

About
Darren
DeMatas

Darren
DeMatas
has
an
MBA
in
Internet
Marke4ng,
but

hangs
his
hat
on
a
decade
of
experience
making
retail

brands
profitable.
He’s
marketed
global
Fortune
500

companies
and
small
1-‐man
ecommerce
niche
brands.

He
is
a
Chris4an
that
some4mes
mixes
business
with

pleasure
:)

•  Copyblogger
Cer4fied
Content
Marketer

•  Google
AdWord
Cer4fied.

Keyword
Research
101
2

The
First
Step…

Understand
Your
Target
Audiences

3
Content
Marke4ng
101

Understanding
Your
Audiences
and
Outcomes

Content
Marke4ng
101
4

Customer
Centric
Content

•  70%
-‐
80%
Of
Your
Content
Mix

•  Connect,
Inform,
Build
Trust,
and
Persuade

•  Clear
Value
Proposi4on

•  Product
Descrip4ons
That
Use
Their
Language

•  Engaging
Blog
Content
That
Appeals
To
Lifestyle

Content
Marke4ng
101
5

VALUE
PROPOSITION

How
To
Convey
Trust
and
Self-‐Expression
In
50ms

6
Content
Marke4ng
101

What
Is
A
Value
Proposi4on?

①  Tells
Visitors
Why
They
Should
Buy
From
You

and
Not
Your
Compe4tor

②  Value
Prop
Should
Quickly
Connect
To
Your

Customer’s
Self
Interest

③  Needs
to
Be
Clear,
Credible,
and
Concise

Content
Marke4ng
101
7

What
Does
A
Value
Proposi4on
Look

Like

Content
Marke4ng
101
8

Headline:

Appeals
To
Self

Interest

Sub4tle:

Clear,
Concise,

Credible.

Visual:

Highly
Speciﬁc

The
Quickstart
Guide
To
Developing
A
Value
Proposi4on

①  Develop
A
Persona
(Married
Guy,
Stylish,

Outdoorsy)

②  Turn
Features
Into
Beneﬁts

③  Find
Why
Customers
Buy
(Ideally
Yours)

④  Use
That
Language
(Verba4m)

Content
Marke4ng
101
9

How
To
Turn
A
Google
Search
Into
a
Persona

Content
Marke4ng
101
10

Persona
#1:
Shirly

Content
Marke4ng
101
11

①  Headline:
Take
The
First
Step

Towards
A
More
Healthy
Home

②  Sub:tle:
Organic
food
delivery
is

cheaper
than
you
think.
You

can’t
aﬀord
not
to
eat
healthy.

③  Image:
Mom
In
Simple
Kitchen

Emptying
Bag
Of
Groceries

While
Looking
at
Alen4ve

Child,
While
Husband
Helps
Kid

With
Homework
In
Background

④  CTA:
START
LIVING
HEALTHY

⑤  Business
Test:
Deliver
Slower,

Price
Lower?

Persona
#2:
Fiona

①  Headline:
Restore
A
Healthy
Balance,
No
Die4cian
Needed

②  Sub:tle:
Enjoy
The
Power
of
Healing
Organic
Food
Delivered

Directly
To
Your
Doorstep
Every
Few
Days

③  Image:
Fit
Woman
With
Box
Of
Food
Walking
Inside
Nice

Apartment

④  CTA:
FIND
THE
FOOD
YOU
LOVE

⑤  Business:
Deliver
Faster,
Price
Higher?

Content
Marke4ng
101
12

Customer
Survey

①  Tell
us
about
yourself
Your
hobbies,
job,
age,
gender,
anything

else
you
want
to
share

②  What
did
you
buy?

③  What
was
the
reason
you
bought
it?

④  What
maters
most
to
you
when
shopping
for
products
like
this?

⑤  Did
you
check
any
other
website
for
this/similar
item?
What
made

you
choose
XXX?
(over
other
online
stores)

⑥  What
doubts
or
hesita4ons
did
you
have
before
buying
from
XXX?

Was
there
something
that
nearly
stopped
you
from
buying?

⑦  Did
you
have
any
ques4ons
you
couldn't
ﬁnd
answers
to
on
our

website?
What
were
they?

Content
Marke4ng
101
13

How
To
Turn
Feedback
Into
A
Persuasive
Value
Proposi4on

•  MEMORABLE
PHRASES

•  WHAT
PEOPLE
WANT

•  WHAT
PEOPLE
ARE
IN
PAIN
OR

EMOTIONALLY
REACTING
TO

•  COMMON
QUESTIONS

•  Those
Become
Your
Headline,
Features,
CTA

Content
Marke4ng
101
14

PRODUCT
DESCRIPTIONS

How
To
Get
Your
Products
Found
On
Google
and

Loved
By
Customers

15
Content
Marke4ng
101

5
Steps
For
Geung
Found
On
Google

①  Content
Needs
To
Be
Original

②  Content
Needs
To
Be
Substan4al

③  User
Generated
Content
Helps…A
lot

④  Op4mize
For
Core,
Related
Keywords

⑤  Sneak
Medium
Head
Keyword
In
Page
Title

Content
Marke4ng
101
16

Blaze
Through
Your
Inventory
With

Product
Descrip4ons
That
Sell

①  Write
For
A
Persona

②  Turn
Features
Into
Self
Interest
Fulﬁllment

③  Use
Tone
From
Your
Persona

④  Layer
Cri4cal
Informa4on

Content
Marke4ng
101
17

3
Proven
Blog
Content
Ideas
That

Customers
Love

18
Content
Marke4ng
101

1.
Add
A
Recently
Purchased
Page

Content
Marke4ng
101
19

•  Most
Shared
Page
On
Site

•  Over
121K
Shares

•  Ideal
For
Custom

2.
Create
A
Buying
Guide
Focused
On
Customer
Ques4ons

Content
Marke4ng
101
20

•  Almost
6K
Backlinks

•  Photos,
Video
and
Long
Form

Content

3.
Create
A
Monthly
Giveaway
Page

Content
Marke4ng
101
21

•  Over
16K
Shares

•  200
Backlinks

ECOMMERCE
BLOG

How
To
Turn
Your
Blog
Into
A
Link
Magnet

22
Content
Marke4ng
101

A
Typical
(Sucky)
Ecommerce
Blog

①  No
One
Is
Sharing
or
Commen4ng

②  Every
Post
Looks
Like
A
Product
Pitch

③  It
is
Mostly
About
You

④  Your
Content
Only
Adds
Value
To
Buyers

Content
Marke4ng
101
23

What
About
Your
Other
Audience?

Content
Marke4ng
101
24

Why
You
Really
Need
A
Blog

Content
Marke4ng
101
25

How
To
Funnel
Link
Juice
To
Your
Products

Content
Marke4ng
101
26

A
Proven
4
Step
Process
To
Create
Highly
Shareable

Content

①  Type
Your
Niche/Keyword
Into
Buzzsumo

②  Find
A
Shareable
Topic

③  Analyze
Ar4cles
With
A
Lot
Of
Shares

④  Produce
An
Epic
Piece
of
Content
(Long

Form,
With
Custom
Graphics)

Content
Marke4ng
101
27

3
Ways
To
Generate
Traﬃc
and
Shares
Before
You
Hit
Publish

①  Inﬂuencer
Pre-‐Outreach

②  Expert
Interviews

③  Resource
Guides

Content
Marke4ng
101
28

How
To
Get
Your
Content
In
Front
Of
Influencers

Without
Being
Pushy

①  Before
You
Publish
Enter
Your
Topic
Into

Buzzsumo

②  Find
Influencers
That
Shared
Similar
Content

③  Export
Influencers
and
Edit
Spreadsheet

④  Import
Into
Buzzstream

⑤  Send
The
Heads
Up
Email

Content
Marke4ng
101
29

Inﬂuencer
Permission
Email

Email
Subject:
Quick
heads
up
on
[Topic]

Hey
[Name],

I’m
emailing
you
because
I
no4ced
that
you
Tweeted
[SHARED
ARTICLE

TOPIC]
the
other
day.

[SOMETHING
PERSONAL
ex.
Not
sure
if
you
no4ced,

but
I
actually
dropped
a
comment
on
it.]

Anyways,
I
have
an
ar4cle
about
[TOPIC]
coming
out
in
a
few
days
that
I
think

you’ll
like.

Want
a
heads
up
when
it
goes
live?

Content
Marke4ng
101
30

Inﬂuencer
Follow
Up
Email

Email
Subject:
re:
Quick
heads
up
on
[Topic]

Hey
[Name],

Just
wanted
to
give
you
a
quick
heads
up
that
my
ar4cle
on
[TOPIC]
is
live:

[MY
ARTICLE
TITLE]
(hyperlink)

If
you
have
a
minute,
I’d
love
for
you
to
drop
a
comment
to
tell
me
what
you
think.

Thanks
for
checking
it
out!

[SIGNATURE]

Content
Marke4ng
101
31

How
To
Get
Your
Content
In
Front
Of

Bloggers

①  A}er
You
Publish,
Enter
Your
Topic
Into

Buzzsumo

②  Find
Popular
Ar4cles

③  Export
Ar4cle
Title,
Author,
URL
Into

Spreadsheet

④  Import
Into
Buzzstream

⑤  Send
The
You’d
Like
This
Email

Content
Marke4ng
101
32

Blogger
Heads
Up
Email

Email
Subject:
Ques4on
about
[YOUR
ARTICLE]

Hey
[Name],

I
was
researching
[TOPIC]
today
and
I
came
across
your
ar4cle:
[YOUR
ARTICLE].

Nice
work!
I
added
it
to
my
buﬀer
queue
J

Anyways,
I
just
published
something
about
[TOPIC]
the
other
day:

[MY
PAGE
URL]

Let
me
know
what
you
think!

[Signature]

Content
Marke4ng
101
33

Niche
Expert
Interviews:
Create
Incredible
Content
Without
Wri4ng
a
Word

①  Use
Google
Search
Queries
To
Find
Industry

Experts

②  Follow
Them
On
Social
Media,
Sign
Up
For
Their

Newsleler,
Comment
On
Their
Blog,
Stalk
Them

On
Disqus

③  Ask
Them
If
They
Are
Willing
To
Do
An
Interview

④  Publish
Post

⑤  Let
Them
Know

Content
Marke4ng
101
34

Niche
Expert
Interview
Email

Subject:
Group
interview,
you
in?

Hey
[Name]

I
am
reaching
out
to
[NICHE]
experts
for
a
post
about
[TOPIC].

I
would
love
get
some
thoughts
from
you

regarding
any
of
the
following
topics:

1.  Short
Response
Subtopic
Ques4on

2.  Short
Response
Subtopic
Ques4on

3.  Short
Response
Subtopic
Ques4on

If
any
of
those
ques4ons
jump
at
you,
feel
free
to
ﬁre
back
with
a
short
response.
I
know
you’re
busy,

so
a
short
response
(50
words)
is
more
than
enough.
If
appropriate,
feel
free
to
provide
links
to
any

blog
posts
that
you've
done.

To
be
included
in
the
interview
I
will
need
your
sugges4ons
by
[DATE].

Thanks!!!

Name

Content
Marke4ng
101
35

Niche
Expert
Follow
Up
Email

Subject:
We’re
live,
[Name]!

Hey
[Name],

Just
wanted
to
give
you
a
quick
heads
up
that
our
expert
roundup
is
live:

[MY
ARTICLE
TITLE]
(hyperlink)

Thanks
again
for
your
contribu4on.

Please
give
it
a
share
if
your
followers
would
enjoy
it!

Thanks
again!

[SIGNATURE]

Content
Marke4ng
101
36

Resource
Guide

1.  Use
Google
Search
Queries
To
Find
Industry

Resources

2.  Aggregate
them
In
An
Epic
Blog
Post

3.  Publish
Post

4.  Reach
Out
To
People
You
Included

Content
Marke4ng
101
37

Round
Up
Email

Subject:
You're
in
our
[TOPIC]
resource
guide!

Hey
[Name]

Just
a
quick
note
to
let
you
know
that
we
included
your
ar4cle,
XXXX
in
our
latest
post:

[MY
ARTICLE
TITLE]
(hyperlink)

If
you
think
this
is
a
helpful
resource,
will
you
help
us
spread
the
word
about
it?

Thanks!

Content
Marke4ng
101
38

Ques4ons?

Hit
me
up
at
darren@selfstartr.com

39
Content
Marke4ng
101

Ecommerce content marketing 101

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