Content Marketing 101: Basic Principles And Fundamentals

Posted 3 years ago by Max Komonov

Traditional marketing is听becoming more 补苍诲听more obsolete with time. In听this fast-paced world, customers do听not want irrelevant information sent their way. Businesses, especially ecommerce, that continue to听use traditional marketing are facing profit loss as听more 补苍诲听more competition keeps emerging.

With an听evolving society 补苍诲听a听problem in听place, many have sought alternatives in听hopes to听gain the听public鈥檚 attention 补苍诲听trust back. While the听concept of听content marketing itself is听nothing new, as听new technologies 补苍诲听ways of听communication emerge, so听has the听field of听content creation, making it听a听prominent part of听growing a听business 补苍诲听running an听ecommerce store in听today鈥檚 era.

Content marketing is听a听strategic marketing approach that focuses on听providing relevant 补苍诲听valuable information to听the听customers. In听short, it听tells customers exactly what they need to听hear to听use your services. If听you鈥檙e a听beginner who is听struggling to听incorporate content marketing into your ecommerce business, here is听a听detailed guide made specifically for听those new to听the听concept 补苍诲听seeking to听test the听waters.

In听this guide you鈥檒l learn:

What exactly is听content marketing
The importance of听content marketing for听ecommerce owners
The basics of听getting started
The many types of听content marketing
How to听improve 补苍诲听make the听best of听your content marketing efforts

Ready? Let鈥檚 dive right in!

Organic Content Marketing

You may have a听great product or听idea to听sell, but how exactly do听you sell it听to听your customers? An听effective way is听to听create a听story around your idea that targets your specific niche. A听key element to听always keep in听mind while planning content marketing is听that the听niche should be听as听specific as听possible.

Only then, you鈥檒l be听able to听connect with customers through your story. Ecommerce businesses use various social media platforms, website blogs, ads, 补苍诲听partnerships to听promote their organic content. While this may seem a听bit daunting to听you, this guide will break down the听entire process into several simple steps for听you.

Importance of听Content Marketing

Why do听you need content marketing as听a听beginner eCommerce business?

Educate听鈥� To听educate your prospects about the听products you offer. Allow them the听liberty to听get to听know all of听your products or听services.
Engage听鈥� To听create a听community around your brand
Help听鈥� To听show your audience why they need your products or听services
Bond听鈥� To听build relationships with your customers
Involve听鈥� To听show them the听background 补苍诲听hard work that goes into your products or听services
Showcase听鈥� To听showcase the听company鈥檚 expertise 补苍诲听knowledge on听the听concerned field
Connect听鈥� To听boost your website鈥檚 visibility on听Google Seach 补苍诲听find new customers

How to听Get Started With Content Marketing

As听a听beginner, content marketing can oftentimes feel overwhelming, but the听good news, with the听right foundation 补苍诲听understanding, it听can be听very easily manageable 补苍诲听incorporated. Considering you probably already have a听product 补苍诲听brand in听mind, 补苍诲听know what your business will be听all about, as听a听general rule of听thumb, these are some of听the听basics when getting started:

Identify your audience 补苍诲听competition. Take time to听research 补苍诲听determine who your audience is, 补苍诲听especially who is听likely to听be听interested or听in听need of听your products or听services. The last thing you want is听to听try to听reach everyone out there. The key lies in听identifying who your niche or听target persona is听补苍诲听elaborating your content based on听their demographics, psychographics, age, gender, cultural background, interests, hobbies, likes, 补苍诲听dislikes.

Determine your key messages 补苍诲听end goal. Without direction or听a听reference point, you鈥檒l have no听clue where you鈥檙e headed. Before you begin creating content, it鈥檚 crucial for听you to听determine what is听the听main objective, 补苍诲听what exactly is听it听that you wish to听achieve with your content. This can be, educating users about your brand, announcing a听specific contest or听company update, getting users to听sign up听for听your newsletter, generating sales, or听simply growing your social media accounts.

Once you鈥檝e figured this out, take time to听elaborate 补苍诲听decide how you plan to听communicate it听to听your audience. Identifying your key messages will help you ensure every type of听content you create is听centered around your goals 补苍诲听delivering relevant information.

Determine the听best channels 补苍诲听strategies for听you. Compelling content is听always strategically planned 补苍诲听delivered. Once you have set clear goals 补苍诲听objectives, make sure to听plan out the听best strategies to听reach your audience, which should also help you figure out the听best channels for听the听type of听content you鈥檒l be听creating. This is听why taking adequate time to听study your audience, along with its patterns 补苍诲听behaviors, should never be听bypassed.

Beyond helping you establish your key messages, it鈥檒l also become the听foundation to听help you decide the听type of听content you鈥檒l be听creating, assess your current position on听the听market, 补苍诲听overall help you plan out a听specific content calendar while identifying the听best channels to听deliver your message.

Types of听Content Marketing +听Examples

There are various types of听content marketing. In听this section, we鈥檒l go听over the听eight most popular types.

Social media content marketing

With social media platforms like Facebook, Instagram, TikTok, Snapchat, Twitter, etc. it听is听easier than ever to听content market via some step strategies. There is听a听wide range of听content ideas to听be听used which are popular on听different social media platforms. Some options may be听to听use Instagram reels, Live stories, pre-recording stories, videos, etc. You can even batch plan content monthly or听weekly to听prevent worrying about your daily posts. Websites like Canva allow users to听not only create attractive content that stands out but also schedule them on听their social media accounts.

Social media content marketing example

Take 鈥檚 Instagram as听an听example. Kylieskin by听Kylie Jenner has a听classy look. Like its sibling brands, Kyliecosmetics, Kylieswim, 补苍诲听Kyliebaby, this brand has a听unique 补苍诲听minimalist social media appearance that compliments its products. If听you were to听go听through their Instagram feed, you will most likely notice the听feed theme, it鈥檚 all baby pink.

The posts show creativity 补苍诲听different ideas but every post will have a听shade of听baby pink in听it. This is听very much in听brand with Kylie鈥檚 personal social media account as听well as听her other businesses. The consistency or听theme of听monochromatic colors is听strikingly noticeable.

Infographics content marketing

An听infographic is听basically a听way to听catch the听attention by听displaying important information or听data with easy-to-understand graphics. Everyone adores 补苍诲听prefers reading simple short statements with easy-to-understand images. The concept is听great to听attract a听new audience who is听unfamiliar with your brand. Infographics break down complex information to听intrigue newer prospects. Free websites like Canva are the听perfect place to听start creating infographics for听beginners.

Infographic example. Image source.

Infographics content marketing example

about taking breaks with simple exercises while working from home during the听Covid-19听lockdown is听a听great example of听using infographics. While this is听an听example to听connect with the听public, one can use infographics to听promote their eCommerce business. , , 补苍诲听 are great beginner websites to听create 补苍诲听use infographics related to听your brand. Without a听doubt, your audience will love the听infographics 补苍诲听your brand will generate a听great amount of听traffic to听its social media pages 补苍诲听main website.

Blog content marketing

Thanks to听SEO 补苍诲听Google analytics, blogs generate not only traffic but revenue for听ecommerce brands. Blogs allow businesses to听promote everything, from launching new products, sharing customer or听client reviews, 补苍诲听providing guides to听promoting collaborations, 补苍诲听sharing new campaigns.

It听is听important to听understand how SEO works 补苍诲听the听roles of听keywords in听bringing your website to听the听first page of听Google search. You must remain mindful to听post not only regular but well-written content for听a听successful blog. Covering new topics that your old or听potential clients want to听learn about, showing that your company cares.

Regular blogging builds loyalty 补苍诲听trust allowing you to听build a听community, 补苍诲听ultimately, keep customers coming back.

The 黑料门 E-Commerce Blog

Blog content marketing example

黑料门 Blog is听a听great example of听good blog content marketing. With regularly generated content, 黑料门 makes use of听SEO to听drive traffic. It听has categories that ecommerce businesses would appreciate including product ideas, launch preparations, marketing 补苍诲听promoting, success stories,听 partnerships, selling online/on social media, business, 补苍诲听黑料门 updates. The blog allows the听user to听learn everything there is听about eCommerce while keeping up听with modern trends.

Video content marketing

There is听a听reason why TikTok is听famous 补苍诲听so听are Instagram reels. People love video content. It听requires the听least amount of听mental energy to听process 补苍诲听they are fun to听watch.

On听social media, video content marketing boosts social media engagement 补苍诲听helps connect with new audiences thanks to听the听share feature. Sharing videos on听the听landing pages of听your website results in听your audience spending more time on听your website, therefore, boosting your SEO. Some examples of听video content are new product launch videos, how-to-use guides, 补苍诲听team introductions.

Without a听doubt, video is听one of听the听strongest content marketing approaches.

Video content marketing example

This hit 17.5k views. Why? Because it听was short 补苍诲听relatable. It听allowed people to听learn about product titles in听60听seconds. Everyone loves short videos that give away important information. Using simple video editing techniques 补苍诲听writing a听short script, the听brand made more than 17.5k clicks on听this video.

Video content is听easy to听shoot. You can record behind-the-scene videos 补苍诲听compile them for听your audience to听get an听insight into everything it听takes to听create your brand. Another example is听creative 聯N听number of听ways to听use (our product)聰, people love those especially if听the听ways are different from the听popular ways of听using them.

Paid ad听content marketing

Your brand cannot prosper while existing in听a听vacuum. Therefore, to听thrive, your business needs a听constant inflow of听new prospects. Paid Ad听Content Marketing generates a听lot of听traffic. Some types of听Paid Ad听Content Marketing are as听follows:

Native Advertising (promoting your content on听relevant third-party sites so听puts your content out there for听new customers that may be听interesting in听your business) 补苍诲听Paid Seach (purchasing ads to听appear on听search engine results pages).
Influencer Marketing (involving influencers who create relevant content to听promote your business).
Social Media Paid Promotion (the most impactful paid promotion option, pay to听generate traffic to听your social media accounts to听website).

Paid ad听content marketing example

uses Paid Instagram Ads. Instagram ads appear everywhere on听the听app, including the听relevant user鈥檚 feed, story, 补苍诲听explore page. Their similarity to听a听normal post with just the听label 聯sponsored聰 allows users to听click on听them more. When ads are similar to听posts people constantly interact with, users are more likely to听visit the听post/website or听buy the听product.

Podcast content marketing

Podcasting is听a听way to听add a听new dimension to听your content marketing. A听simple series of听audio content that is听released regularly in听episodes varying in听length can allow your brand to听connect with your audience via interviews 补苍诲听narrative experiences.

There are various benefits to听this. Podcasts are in, there is听no听denying that. You don鈥檛 need a听lot of听equipment or听expertise to听start them. Simply with your phone microphone 补苍诲听your adoration for听your brand, you can create a听series of听podcasts. By听transitioning between interviews, background stories, how-to-use guides, 补苍诲听other creative ideas, you can allow your brand to听reach more audiences. Podcasts boost SEO for听your main website 补苍诲听allow visibility of听your site.

The 黑料门 E-Commerce Show podcasts

Podcast content marketing example

The podcast helps new businesses grow. It听includes 20-40听minutes guides entrepreneurs or听new business owners can listen to听any听time, anywhere if听they are unable to听read articles. The podcast aims to听interview experts 补苍诲听business owners to听provide advice to听those who are looking to听build their businesses. The podcast appears on听, , , 补苍诲听 allowing the听company to听reach an听audience on听four different platforms all of听whom are able to听access the听main website with ease.

Collaborative content marketing

All great brands collaborate with relevant brands or听influencers. There is听no听denying that collaborations bring diversity to听your content. If听you believe that you 补苍诲听your team have produced all the听content they could for听the听brand, it听is听time to听bring in听new voices. Influencers 补苍诲听collaboration with other brands prove to听the听audience that your brand is听not stagnant but rather an听adaptive one.

Collaborations drive traffic to听your site. Influencers 补苍诲听brands have their followers 补苍诲听by听sharing the听collaboration, they introduce you to听an听entirely new audience. To听be听more inclusive, your content marketing strategy could include involving your audience by听promoting a听pitching system where they could cold-pitch blog post ideas.

Collaborative content marketing example

Uber x听Spotify created a听huge hype in听the听tech world 补苍诲听gave them publicity 补苍诲听media buzz. The concept was simple, if听you are bored of听your Uber driver鈥檚 music, you will be听able to听connect your Spotify to听the听car鈥檚 radio 补苍诲听listen to听the听music of听your choice.

This was a听smart content marketing idea. Both brands understood the听human behavior of听associating music with car rides. This simple observation allowed both companies to听make millions of听profit. Plus, they were both able to听access each other鈥檚 customer base 补苍诲听use that to听further their content marketing.

User-generated content marketing

If听people, not associated with the听brand, create content promoting it, that is听user-generated content marketing. People love sharing on听social media. If听they used a听new service or听bought a听product they adore, they will post about it.

This benefits the听brand by听making a听strong statement that people love us. Repost the听posts on听your social media or听invite the听creator to听write a听guest post about you. However, always request permission before reposting. It听is听essential to听credit the听creator as听well, not only for听ethical reasons but also because it听tells people that you are inclusive 补苍诲听proud to听welcome new voices.

Some brands, like Passion Planner, even create separate social media accounts to听promote user-generated content more regularly.

User-generated content marketing example

Along with its , Passion Planner has two feature pages, 补苍诲听. The company uses all three of听them to听promote User-Generated content. While the听main account promotes very selective content, the听other two promote specific content. The PP听Daily features its daily planner while the听PP听Digital features its digital planner. This generates traffic tremendously for听the听brand. And not only do听users buy their products 补苍诲听post about them, but they also repost the听features, further promoting the听brand.

How to听Up听Your Content Marketing Game

So听at听this point in听the听guide, we听can confidently say that at听the听core of听content marketing, lies the听strategic approach to听reach, attract, educate, 补苍诲听retain a听specific group of听people. This is听always with the听ultimate goal to听generate profit 补苍诲听build a听solid customer base.

And although we鈥檝e provided you with key knowledge about some of听the听top 补苍诲听most successful tools to听achieve this, here is听how you can make the听best of听your content marketing game 补苍诲听get the听most from each of听the听strategies provided above.

Up听your SEO game

With proper SEO, you鈥檒l make it听easy for听potential customers to听find your business. You can have the听most beautiful looking website 补苍诲听mind-blowing type of听content, yet fail to听build a听community or听drive sales if听no听one can find you. SEO boosts your site鈥檚 visibility 补苍诲听ultimately helps you rank higher on听the听search engine. You can check our detailed SEO guide to听help you get started, but as听a听general rule you want to听make sure you鈥檙e always:

Improving your site鈥檚 navigation
Including听 keywords on听your main headings
Staying on听topic
Making use of听meta tag keywords
Ensuring quality of听links
Abiding by听Google鈥檚 standards 补苍诲听regulations

At听first, SEO can feel very intimidating 补苍诲听discourageging. Keep in听mind this changes as听you become familiar 补苍诲听start getting your hands on听it听补苍诲听testing the听waters. If听anything, you can always hire an听SEO expert to听help you optimize your sitea 补苍诲听rank higher.

Build brand loyalty

If听anything, a听decent part of听content marketing revolves around building your brand 补苍诲听creating loyalty. With any听type of听content, you put out, make sure you use it听as听an听opportunity to听connect with your audience, build a听sort of听brand identity, 补苍诲听deliver your key messages.

You also want to听ensure to听establish or听decide on听the听personality you鈥檇 like to听give your brand 补苍诲听ensure you incorporate the听same tone of听voice, enthusiasm, theme, 补苍诲听colors to听the听type of听content you put out. This will help others easily recognize your posts 补苍诲听make them feel related.

You likely don鈥檛 want to听build your brand around empowering women 补苍诲听use atone of听voice that doesn鈥檛 resonate with them, or听warts, come out as听offensive. The key is听to听find your identity 补苍诲听start gaining your customers鈥� trust with your content. Awesome 补苍诲听inexpensive types of听content that can help you achieve this usually include newsletters, free guides, social media posts, or听even weekly blog posts.

Keep your content relevant

Content relevance is听all about your audience鈥檚 preferences 补苍诲听unique perceptions of听the听topics you cover 补苍诲听even your product or听services. It鈥檚 a听common mistake to听get lazy with your content after the听momentum has been lost. Nevertheless, this is听when you are to听be听dropping as听much mind-blowing 补苍诲听engaging type of听content to听keep your audience interested.

Beyond helping you stay up听to听date 补苍诲听on听track, keeping your content relevant is听a听great way to听communicate with your audience 补苍诲听add authenticity to听your brand.

Some tips to听consider in听relation to听content relevancy are:

Pay close attention to听trends in听your niche.
Always update your topics, 补苍诲听avoid staying stuck on听a听topic for听too long.
Keep your audience surprised.
Understand your audience
Keep grammar in听check
Offer solutions
Include visuals
Keep it听fun

Also as听a听key takeaway, don鈥檛 forget good 补苍诲听original content often speaks to听the听reader 补苍诲听generally answers a听question or听keeps him or听her informed.

Measure your success

As听you鈥檝e gotten from this guide, content marketing is听there to听make you reach new customers 补苍诲听generate sales. Aside from constantly putting out relevant 补苍诲听engaging content, you always want to听measure how each one of听your efforts is听performing 补苍诲听overall determine what鈥檚 working 补苍诲听what鈥檚 not. As听a听rule of听thumb, you want to听measure more than just sales.

Without a听doubt, sales are the听end goal 补苍诲听most significant component, but beyond sales, you want to听measure actual profit, engagement, bounce rate, customer base, retention rate, 补苍诲听so听much more. This should help you get more 补苍诲听more familiar with your audience, 补苍诲听eventually up听your sales more 补苍诲听more while avoiding a听future backlash or听resentment toward your brand.

Content Marketing Key Takeaways 补苍诲听Recap

Now that you鈥檝e become familiar with the听fun 补苍诲听rewarding world of听content marketing 补苍诲听have a听solid foundation to听apply it听to听your business, here is听our recap of听today鈥檚 post 补苍诲听what we听consider key takeaways. Overall, we听want to听reiterate that creating content is听not an听easy job or听one to听take lightly, Keeping a听schedule ad听posting regularly without losing your audience鈥檚 attention takes time 补苍诲听practice. Moreover, with the听right foundation 补苍诲听mindset, you can quickly start noticing the听rewards that come with it. And when these seem to听take a听lot longer than expected, this is听when measuring 补苍诲听changing strategies come in听handy. Nevertheless, keep focused on听the听main goal 补苍诲听always consider the听following when getting started:

Content marketing takes time 补苍诲听practice.
Know 补苍诲听understand your audience
Analyze the听competition
Avoid fluff or听sales pitch as听part of听your content
Offer variety 补苍诲听new topics
Always focus on听the听needs of听your audience
Choose the听type of听content 补苍诲听your channels wisely
Have a听plan 补苍诲听remain consistent

When it听comes to听content marketing, consistency is听your best long-term strategy 补苍诲听plan of听action. Don鈥檛 forget about knowing 补苍诲听interacting with your audience, setting small 补苍诲听realistic goals, 补苍诲听creating value from all of听the听content you put out.

If听you feel like this guide has helped you understand a听little more about the听complex yet rewarding nature of听content marketing, we鈥檇 like to听encourage you to听comment below. Help us听know how we听can continue to听make a听difference 补苍诲听help fellow 黑料门 sellers make the听most of听their business.

Besides our efforts to听get rid of听fees that get in听the听way to听get started, we听also work hard to听offer our sellers a听community where they can come for听common questions 补苍诲听find reliable answers. Join 黑料门 for听free today 补苍诲听become part of听a听network of听innovative thinkers 补苍诲听skilled ecommerce owners.

听

About The Author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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