An Ecommerce content marketing strategy for predictable customer acquisition and incremental sales.

An Ecommerce content marketing strategy for predictable customer acquisition + incremental sales.

A.K.A how we're able to guarantee results for our clients.

Ryan Turner

Founder, EcommerceIntelligence.com

Ryan Turner

Founder, EcommerceIntelligence.com

I believe that for many Ecommerce brands an SEO-focused content marketing strategy is the most profitable long term growth marketing investment available. In this short guide I'll detail what an effective content marketing led customer acquisition plan looks like at a high level.

My favorite thing about this strategy from an ROI perspective is that when implemented correctly, your brand should see traffic and revenue numbers steadily increasing month over month, while your content marketing costs remain at a fixed rate.

Let's explore how to make this happen.

Start Strong: Targeting high value keywords with clear purchase intent

Start Strong: Targeting Bottom of the Funnel Keywords from Day 1

Effective content marketing for Ecommerce brands requires a strategy which targets bottom of the funnel keywords right from the start.

This is the quickest path to seeing truly incremental revenue from your efforts.

These keywords are valuable because they indicate high purchase intent, and so are more likely to convert into sales. We want to make content for people who are deep into the research phase and fairly close to making a buying decision.

The importance of targeting these high-intent keywords cannot be overstated. Especially when there are tens or even hundreds of thousands of potential keywords your store could be creating content for. However, many of these are almost worthless. Others are impossible to rank for without a huge investment in additional SEO strategies.

We want the keywords we target to have a balance of healthy search volumes, but also buying intent.

Get this right and it is not uncommon to see single content pieces driving five figures in monthly sales revenue from organic search alone. In some cases this can be higher.

Think about the power of a single blog post driving thousands of dollars in sales each month.

This will give you an excellent ROI, regardless of which industry you're in.

Identifying high-intent keywords that drive sales

The first step is to perform detailed keyword research using tools like Ahrefs. You'll generate a large list of potential search terms from which you'll filter out and group the keywords searched by people who close to being ready to by.

Look for keywords that have good search volume (at least a few hundred searches monthly) and a high commercial intent.

An example for a brand selling power equipment and generators would be the keyword "best tri-fuel generator"

We can vouch for the quality and value of this particular term because we've actually taken the #1 spot for it in Google, placing a Shopify store we work with above every other competitor.

These keywords are sometimes competitive, but can lead to higher conversion rates.

Another example, if you sell running shoes, would be targeting keywords like "best running shoes for marathons" or "top rated running shoes for women." Both of these can attract users who are looking to purchase very specific types of shoes.

Those are a couple of very simple examples. A comprehensive campaign would involve identifying thousands of keywords, grouping them in a specific way so a single content piece can target multiple search terms, and then prioritizing content creation based on which assets are likely to be the biggest revenue drivers.

Capturing search demand with targeted bottom of the funnel content

Once you have identified your target keywords, it's time to create compelling bottom of the funnel content that resonates with your audience and satisfies their search intent.

This type of content should give the user the information they were likely looking for, while also highlighting the specific benefits and features of your products where relevant.

Consider creating product guides, in-depth reviews and comparisons, or content which is more informational in nature. The best option will depend on the keyword/s you're targeting. It is crucially important to satisfy the likely 'search intent' for each keyword if you want to achieve high rankings. This means putting yourself in the mind of the searcher and actually giving them the information or product recommendations they were looking for when the opened up Google.

For instance, if you sell skincare products, you can create a product guide that explains the benefits of each ingredient in your products and how they can address specific skin concerns. This type of content not only educates your audience but also positions your products as the solution they need.

In addition to creating the content, it's important to perform the standard optimizations for bottom of the funnel keywords. This includes incorporating these keywords into your meta tags, headings, and product descriptions. By doing so, you increase the visibility of your website in search engine results and attract users who are more likely to convert.

There are several softwares which can do this and help you ensure the right combinations of key terms and related words and phrases are on your page in the right places. We have our own preferred set of tools we use internally for this step.

Boost Your Profits: The Three Most Profitable Content Types

When it comes to successfully growing an Ecommerce store with organic traffic, the type of content you create can have a significant impact on your traffic and rankings.

While there are various types of content that can contribute to your store's success, here are three content types that have proven to be particularly profitable for this strategy.

1- List Posts: A Simple Way to Create Highly Engaging Content

List posts, also known as listicles, are a popular and effective content format that tend to rank well in search.

They provide readers with easy-to-digest information and actionable tips when comparing products, or learning about a particular topic. List posts also tend to generate more social shares and engagement.

Consider creating list posts that showcase the best products in your niche, highlight customer testimonials, or provide helpful tips and tricks related to your products.

For example, if you run an online fashion store, you could create a list post titled "10 Must-Have Fashion Items for Every Season."

Content in that format often does well, but remember to base the theme of your post around a high-intent keyword. Then use an attractive title and format to make it engaging for users.

2 - Collection Pages: Maximizing Conversions with High Intent Search Traffic

Targeting high intent keyword with collection and sub-collection pages is an excellent strategy to drive conversions on your Ecommerce store. In my experience this is definitely underused by many brands.

Consider creating multiple new collection pages that showcase different sets of products together based on one of the keywords you identified. An example might be "Italian leather shoes for men".

There is no reason you cannot build collections around bottom of funnels terms like that. They tend to do extremely well in search.

3 - Comparison Posts: Helping Your Audience Make Informed Decisions

Comparison posts are key content types that help your audience make informed purchasing decisions. These posts compare different products from one or more brands, highlighting their features, benefits, and pricing.

They have a tendency to rank very well when constructed and targeted properly.

Create detailed and unbiased comparison posts that address common pain points and provide objective insights related to competing products in your market.

By helping your audience make informed decisions, you position yourself as a trusted advisor and increase the likelihood of a purchase.

For example, if you have a technology-focused Ecommerce store, you could create a comparison post titled "iPhone 14 vs. Google pixel 7: Which Smartphone Is Right for You?"

In this post, you can compare the features, performance, and user experience of both iPhone and Android devices. By providing an unbiased analysis, you help your audience navigate the crowded smartphone market and choose the device that best suits their needs.

Driving Conversions From High Intent Keywords

By incorporating these three profitable content types into your Ecommerce store's content strategy, you can attract high quality traffic which is then directed to key product pages and collections designed for conversions.

Highlight the unique selling points of your products, addressing how they can solve your customers' problems or enhance their lives. Use clear and compelling calls to action, guiding readers to take the desired next steps, such as making a purchase or browsing a specific collection.

Creating high-quality content that ranks well in search engines and converts readers into customers is a crucial skill for any Ecommerce business and an excellent long term investment.

Dominate the SERPs: Technical SEO and PR/Link-Building Strategies

To further increase your Ecommerce store's visibility and authority, it's crucial to implement technical SEO and PR/link-building strategies.

These tactics can help you dominate the search engine results pages (SERPs) and establish your brand as a trusted source.

Technical SEO: Optimizing Your Website for Search Engines

Technical SEO involves optimizing your website's structure and backend elements to improve its visibility in search engine results. Pay attention to factors like website speed, mobile-friendliness, crawlability, and site architecture.

Invest in optimizing your website's load times, ensuring that it loads quickly and efficiently. Make sure your website is mobile-responsive, as more and more users are accessing the internet using their smartphones and tablets.

Link-Building and PR: Building Authority and Generating Backlinks

Building high-quality backlinks is a vital part of improving your Ecommerce store's overall SEO and authority. Seek opportunities to collaborate with influencers, industry experts, and bloggers in your niche to generate valuable backlinks.

Create compelling and shareable content that others will naturally want to link to. Additionally, consider reaching out to relevant publications and websites for guest posting opportunities.

PR and Ecommerce: Leveraging Digital PR

Public relations (PR) can also play a crucial role in growing your Ecommerce store. By leveraging PR, you can increase brand awareness, reach wider audiences, and build trust and credibility.

Consider issuing press releases to announce new products, partnerships, or company milestones. Build relationships with journalists and industry influencers who can help spread the word about your brand. Remember, positive PR can lead to increased traffic, sales, and revenue.

The Final Piece: Putting It All Together for Incremental Revenue Growth

Successfully implementing Ecommerce content marketing strategies requires a comprehensive approach.

By combining the tactics discussed in this article, you can create a powerful content marketing strategy that drives traffic, increases conversions, and ultimately boosts your Ecommerce store's monthly revenue.

Start by targeting bottom of the funnel keywords to attract high-intent traffic. Next, create engaging content types such as list posts, collection pages, and comparison posts to keep your audience interested and guide them towards making a purchase.

Master the art of content writing by optimizing your content for search engines and creating persuasive copy that converts readers into customers. Combine these efforts with technical SEO and PR/link-building strategies to dominate the SERPs and establish your brand's authority.

Lastly, be sure to measure and analyze the results of your content marketing efforts. Continuously refine and optimize your strategies based on data-driven insights to drive ongoing growth.

NOW IT'S YOUR TURN

Let's grow your revenue with proven Ecommerce growth marketing strategies

Book a free diagnostic call with our team where we'll analyze where you're currently at with organic customer acquisition via search. We can also discuss a plan to drive incremental revenue through this channel, with a focus on long-term ROI.

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“Like an extension of our E-Commerce and Email team. Their expertise in Email Segmentation in Klaviyo, SMS in PostScript, and Retention initiatives have been instrumental in doubling the size of DripDrop’s total revenue year-over-year. They’re experts in Email and helped us set up our SMS Marketing Program, which is a massive and rapidly growing channel for us.”

Mike Demson

Senior Marketing Manager, DripDrop.com

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Ecommerce Marketing Manager, LiLash

“We were stuck half way through creating our flows due to an agency closing, our knowledge of Klaviyo was limited, and we still had a long way to go. Team came to the rescue. They reviewed our account, provided feedback on our current automated emails and worked with us on a roadmap to revamp the existing flows and build the remaining flows. Since implementation of our new flows (Cross Sell, Replenishment Flow, Abandoned Cart, Browse Abandonment and more) we have seen an increased LTV along with tiger AOV’s.”

Craig Leslie

Founder, LonoLife

By Ryan Turner

founder of ecommerce intelligence

Ryan is a 10 year Ecommerce expert who specializes in helping brands profitably grow sales with the latest email and SMS marketing strategies.