內(nèi)容營銷在電子商務(wù)上的運用指南

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If you run an e-commerce site, you know it?isn’t for the faint-hearted. Apart from the 900lb e-commerce gorillas who keep muscling in on your patch, you’re desperately trying to keep up with all of the new competitors that seem to spring from nowhere. And you definitely don’t need me to tell you that building links to product pages is hard work.?Let’s face it – why would anyone want to link (naturally) to a product page anyway? It’s always been a tough ask. However, there has been a shift in recent years in the way e-commerce sites look. It can probably be traced back to 2012 when Google took the nuclear option.?This change isn’t merely to make the site more pleasing to the eye (although that’s a bonus). It’s because savvy e-commerce retailers have realized that in order to sell more they need to engage more. And the best way to achieve that is through the use of e-commerce Content Marketing. What Exactly is E-commerce Content Marketing?

如果你有經(jīng)營網(wǎng)店，你就知道那有多難。你需要密切留意那些都不知道從哪竄出來的競爭對手蚕捉，保持行業(yè)優(yōu)勢叉庐。你當(dāng)然也不需要我來告訴你讓消費者點擊商品鏈接有多難。盡管如此，網(wǎng)站除了變好看以外（這個是額外的好處）還是有很多的變化的。因為精明的網(wǎng)購平臺意識到要讓消費者有更多的代入感才能讓他們買的更多。而增加代入感最好的方式就是通過電子商務(wù)內(nèi)容營銷猪瞬。那究竟什么是電子商務(wù)的內(nèi)容營銷呢？

Click here to view the Definitive Guide to E-commerce Content Marketing

The principles of e-commerce don’t change.?You just want more folk to buy more of your stuff, more often.?Maybe that’s why most e-commerce websites share similar characteristics. You know—heavy on the product, light on the content.?After all, that’s what e-commerce websites are supposed to look like aren’t they?

But take a look around you. Some of the top online retailers are moving towards a much more content focused approach.

Compare the 2010 version:

電子商務(wù)的核心原則是沒變的入篮。你想要更多的人陈瘦，買更多你的商品。或者這也就是為什么電子商務(wù)的網(wǎng)站看起來都差不多痊项，它們有不少共同點锅风。你也應(yīng)該留意到，點進去都是滿屏的商品鞍泉，很少關(guān)于咨詢內(nèi)容類的東西皱埠。畢竟這也是電子商務(wù)網(wǎng)站原來的樣子。但是再仔細看看咖驮，逐漸有一些在行業(yè)領(lǐng)先的電子商務(wù)網(wǎng)站越來越往內(nèi)容方向發(fā)展边器。

下面是2010網(wǎng)購網(wǎng)站案例，跟2016年的版本進行對比托修；

2010

2016版本

That hasn’t happened because they want to create a warm, fuzzy feeling. It’s happened because it’s good for business.?Creating engaging, fresh content helps them build and maintain relationships with existing clients as well as reaching out to a new audience.?The reason? It’s simple.

變成這樣的原因不只是因為網(wǎng)購網(wǎng)站想營造輕松愉悅的氛圍忘巧，這樣做的原因是這對生意有幫助。增加代入感睦刃，通過新奇的內(nèi)容使舊用戶增加粘性和拉來新用戶砚嘴。

E-commerce Content Marketing hits the sweet spot where link building, blogging, social media and even paid search all meet.?It’s about building authority and claiming backlinks naturally and consistently. It’s about engaging more deeply with your target market and amplifying your message via social media.

通過博客、社交媒體涩拙、付費搜索來進行內(nèi)容市場營銷际长，能持續(xù)自然的吸引用戶并且擴大網(wǎng)購網(wǎng)站的影響力。

So, rather than focusing all of your effort to get your visitor to the checkout page (level of difficulty: hard) it’s more about focusing on your ideal client and their needs so you can invite them into the top of the funnel (level of difficulty: easier).?It’s a shift from being a pushy salesperson to a safe pair of hands.

The other really important point to bear in mind is that this type of content has a long afterlife. It can work for you year after year, helping you build authority, backlinks, and an engaged audience on social media.?But it doesn’t need to be complicated or expensive.?It’s something you can master, and here are the rules of the game.

因此兴泥，除了盡力讓瀏覽用戶點擊查看按鈕意外工育，更多將精力放在你的核心用戶傻姑娘，他們的轉(zhuǎn)化會更為簡單搓彻。這由一個咄咄逼人的銷售轉(zhuǎn)變?yōu)橘N心服務(wù)型的網(wǎng)站如绸。

First Up: You Need a Plan

* Some people love plans more than others. If you want to create a 100-page plan with graphs and statistics then don’t let me stand in your way.?But if you’re like me and you prefer a more action based plan, then here’s what you’ll need: ? Content goals:?What are you aiming for? Backlinks, social shares, followers, subscribers? What you’re about to learn covers all these bases. Just think about it up front and identify the long game you want to play.

* Influencer list:?You’ll need some help with the heavy lifting. Your influencers are going to be key in this so you’ll need a list of them whether they’re established A players or the up and coming blogging stars of tomorrow.

* Buyer persona:?Who is your ideal client? What’s their name, where do they live, what are their interests? Creating a buyer persona is going to dictate the type of content you’ll create. If necessary create several to cover different types of buyers.

* Buyer’s journey:?Typically the buyer’s journey covers three phases: I have a problem, need or desire (awareness). What are the options available (consideration)? I’m going to make a purchase (decision). This may not be a linear process, but understanding these steps will help you craft the best content.

* Content calendar:?Don’t leave it to chance. Commit yourself to creating content. Put it in a calendar to keep you focused.

* Content distribution (outreach) plan:?Posting to your own site is easy. But you’ll also need to have a target list of external sites to get published to. This will keep you focused.

* Content repurposing plan:?Content takes time and money to create. Breathe new life into your existing content by repurposing it and getting it in front of a new audience

? Content optimization plan:?Regardless of your content goals, EVERY piece of content needs to be optimized for maximum effect Visitors vs.?Buyer

第一步：制定計劃

你的目標(biāo)是什么：點擊轉(zhuǎn)化？社交分享好唯？更多粉絲更訂閱竭沫。

影響力定位：網(wǎng)購網(wǎng)站的影響力是有限的燥翅。需要用什么類型的大號還是名人來進行發(fā)布是需要衡量的骑篙。

買家畫像：理想的用戶是什么樣的，愛好生活都是怎么樣的森书？刻畫不同的買家畫像來囊括不同的消費者靶端。

購物路徑：一般購物路徑分為三個階段，消費者有需求或者有什么問題需要解決凛膏，然后目前市面上有什么樣的選擇（考慮過程中）我要買什么（決定）杨名。整個過程可能不是線性的過程，但是理解這些能幫助更好創(chuàng)作內(nèi)容猖毫。

內(nèi)容創(chuàng)作日歷：將一切派上日程

內(nèi)容發(fā)布計劃：在自己網(wǎng)站上發(fā)布簡單台谍，但是你也需要有一些列的目標(biāo)網(wǎng)站共同發(fā)布。

內(nèi)容重新發(fā)布：創(chuàng)作內(nèi)容是需要時間和花費的吁断，所以可以根據(jù)流行資訊對內(nèi)容進行重新改造然后進行發(fā)布趁蕊，來吸引新的用戶坞生。

留意內(nèi)容營銷的轉(zhuǎn)化率：不管內(nèi)容營銷的目的是什么，需要將每次營銷利益最大化掷伙，優(yōu)化瀏覽跟下單的比例是己。

What’s better—10,000 uninterested visitors or 1,000 motivated and engaged visitors?

Give me the 1,000 motivated visitors any day of the week.?The trouble is, people often focus purely on getting more new visitors through the door. Now that’s great and don’t let me stop you from focusing on traffic.?It’s just that the type of content we’ll be looking at is great whether you want to increase traffic or increase conversions.

Let’s have a look at them in turn.

1萬個不感興趣的訪客和1千個受影響的訪客，哪個更好任柜？

Authority Content for Traffic and Backlinks

For these content goals you’ll probably need to spend as much time on your outreach strategy as you do on creating the content in the first place.?In fact, if the content is really good and you have a large number of influencers, then the outreach is going to be an ongoing process.?Fortunately, there are several proven content formats to choose from.?Here they are:

Definitive/Ultimate Guides

Well written, expert insight into a particular area of specialization. Between 5,000 to 20,000 words in length, this type of content is made for one purpose only—to establish you as the voice of authority.

內(nèi)容營銷不是一步到位的卒废，很多時候發(fā)布了會有持續(xù)影響，如果你的內(nèi)容夠好喝粉絲夠多宙地，下面就是幾個有效的內(nèi)容創(chuàng)作模版：

用權(quán)威人士的角度進行內(nèi)容創(chuàng)作和發(fā)布摔认，來建立身份的可信度。

You’ll need to steer a course between going too broad (i.e. Definitive Guide to SEO) and too narrow (i.e. Definitive Guide to Anchor Text). Also, don’t limit yourself to just one guide—someone needs to be the authority in your niche and it might as well be you. But when you find that sweet spot you’ll be picking up backlinks with (relative) ease.

One final point before we move on. Don’t be put off thinking it needs to be 100% original, groundbreaking research conducted by you. Think more like a museum or an art gallery. They don’t create the great works on display – they are great curators and that’s what you need to do.?That doesn’t mean plagiarizing or copying. It means cross-referencing and linking to authority content.

Guest Blogging

The reports of the death of guest blogging have been greatly exaggerated.?Let’s face it; there are two types of guest blogging.?One which is spammy and fairly easy to manipulate. An unholy hotchpotch of unrelated posts on a blog with little engagement. Article Marketing 2.0 you could say.?The other type involves your influencers. Curated, cared for blogs where there is a common thread running through content which is high quality and which resonates with an engaged audience.

大V博客

一種是很廣告的內(nèi)容營銷绸栅，直接在網(wǎng)站上放一些與之前內(nèi)容不相關(guān)的內(nèi)容级野。另外一種會是更加精細化運營的大V，平時的內(nèi)容發(fā)布就跟營銷內(nèi)容隱性相關(guān)粹胯，這樣的用戶給予的反響會更大蓖柔。

【時間不夠，下次待續(xù)：P】