3 Steps to Rock Content Marketing in E-Commerce

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Source: National Center for Biotechnology Information, U.S. National Library of Medicine,The Associated Press
The a&entio...

Changing Buying BehaviorAd overload Channel overload
Source : Qmee
This is our world today.

Google is ge&ing between you
and your customer…

With Google
rich snippets…

With Google shopping
“recommendations”…

And buying ‘through’
Google on mobile…

Google’s search algorithms
are changing…
* the algorithms are called Panda &
Hummingbird, in case you wo...

Google now “ﬁlters” content
on Relevance and Quality…
What does this means?

Crappy content won’t make ...

Facebook is doing the
same, and reducing
organic reach for
irrelevant and crappy
content.

MANY ECOMMERCE SITES ARE
JUST STATIC CATALOGS OR
E-BROCHURES, NOT
“SHOPPING ASSISTANTS”.
Robert Rose, CMI

And static catalogs won’t make
it through the “filters”…

Let’s make e-commerce content
relevant to shoppers, shall we…
Ready ?

STEP 1 :
ATTRACT & INSPIRE

Blendtec, yep the blender
guys, a&ract with fun
content…

But also with recipes on
Youtube on how to make
smoothies…

Together with an
inspiring and fun blog …

This music gear shop helps
with selecting your guitar
ampliﬁer…

You can even virtually walk
around in their physical shop…
* If only I could relax in that
delicious...

This travel gear shop a&racts by
inspiring travellers…

CREATE A CONTENT HUB THAT
RESONATES WITH YOUR
SHOPPERS’ INTERESTS
Do not sell
Around interests
Visual
Show next ...

STEP 2:
HELP THEM CHOOSE

Need a new bed,
but don’t know
which one ? This
step-‐‑by-‐‑step online
guide will help you
pick ...

Real employees in video’s talk
about products, the good AND
the bad things about the products
they sel...

STEP 3:
HELP THEM BUY

Content
Product Specs / Info
Performance demonstrations
Comparisons
Elaborate product descriptions
Advantages
...

STEP 4:
AFTER THE SALE, KEEP
HELPING

Content
Installation and setup guides

In-‐‑depth videos showing how the
product works

Maintenance advic...

WHAT CONTENT DO I NEED?

CONTENT ALONG THE BUYING CYCLE
New Customers Growing Customers
WHAT
HOW
WHY
Awareness Consideration Buying Impress Enth...

CREATE YOUR CONTENT STRATEGY
LISTEN
process
ANSWER
process
EDITORIAL PLAN
CREATION
PROJECT MGMT
PUBLISH &
PROMOTE
CONVERSA...

THANKS FOR THE CONTENT…
BUT I’LL BUY ELSEWHERE ON
PRICE

•  Give people a reason NOT to shop on price (but you will always have price-‐‑
buyers)
•  Customer servi...

1. ATTRACT & INSPIRE
2. HELP CHOOSE
3. HELP BUY
4. AFTER SALE, KEEP HELPING

www.happifish.be

www.happifish.be
We are HappiFish. From Belgium.
(You know, the land of chocolate and beer?)

We help ...

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