Content Marketing strategy


A properly selected content marketing strategy is a very important factor that affects the success of the campaign. In the next post on our blog, we reveal what is worth remembering when planning and implementing activities that are to ultimately bring positive marketing effects.

Looking back on recent years, you can get the impression that we are on an inclined wheelchair, which is constantly accelerating. Are we accelerating? It is difficult to answer, but the amount of information to which we have access and that surrounds us is certainly increasing.

Having universal access to products, we begin to choose them not only because of their availability, but also through the prism of their health-promoting features, calorific value or origin. It is similar with information. We no longer need to consume content from the single source we are stuck with. We can select, check, decide which medium suits us, meets our criteria and we mark this information with the „reliable” label.

People are getting used to online shopping, and their nature is also changing. The purchase of everyday products, including food, is becoming commonplace, but we also order products such as jewelery and other luxury goods more and more boldly. The growth of the e-commerce sector attracts many, from small, one-man companies trying to win the market, to world leaders. All of these companies are now facing new challenges as users have changed their purchasing cycle. Today, they more and more often compare the prices of goods in comparison websites, check opinions or use only proven stores that they like and trust. More and more companies are convinced that the price fight is not a good solution. Therefore, better ways to find a competitive advantage are sought.

One of such trends, which has developed exceptionally over the last year, is content marketing , which provides many tools to increase conversion and build relationships with the user. These tools can be woven into traditional store modules or adapted to external resources, e.g. on a blog. Content Marketing is a form of promotion that can become a toolkit with measurable effects. Before starting activities, it is worth taking care of a well-thought-out strategy that will be a guideline leading us to the intended goal.

This article is the first in a series about creating a content marketing strategy. At the beginning, the foundations will be determined, in the following articles we will go into details and case studies.

Content Marketing Strategy, or what to remember when planning your content activities.

1. Understanding the audience.

The first step towards a successful Ecommerce Content Marketing marketing strategy is understanding your audience and determining what type of content will be useful to them. The group of people interested in purchasing a given product can be very diverse. Wall paints may be of interest to a banker, baker, doctor and tour guide, but they all share a need, which in this case may be the desire to paint a room. For all these people, information on how to prepare the surfaces for painting, how to paint to obtain a uniform color on the walls, etc. may be useful. when we understand our recipient.

2. Know your communication channels.

Find out where your target group is on the web and determine which communication channels you can reach people from this group. Make a list of all the ways you can distribute your content, such as store, blog, social media, video via YT, books, e-books, podcasts, online courses, etc.

3. Create a to-do list based on time and budget possibilities.

Once you know what content may be of interest to your audience and which channels can be used for effective communication with them, it’s time for the next step – it’s time to create a calendar that describes in a timeline what type of content you want to create. A good Content Marketing strategy should combine optimization elements with the creation of new content. We should start by optimizing e.g. product descriptions, reviews within the store module, and then moving on to creating new elements.

4. Create a list of goals for the implementation list, the so-called KPI.

Along with the list of specific activities that we want to undertake as part of content activities, budgets related to the implementation possibilities should be written out. Moreover, it is very important to define the assumed goals in the form of coefficients. Most often it will be an increase in the number of purchases made, an increase in the value of the average shopping basket, etc. A strategy formulated in this way will be a good signpost showing the progress of the activities carried out.

The above article is an introduction to the topic of building an effective strategy. Later publications in this series will discuss the next steps with concrete examples.