I’m frequently asked about the most effective way to scale an Ecommerce business while maintaining cost per acquisition targets.
Whether your brand is a startup, emerging growth, or mature business — the challenge exists everywhere, especially as more sales shift online.
Developing a solid content plan for paid and social is foundational. While targeting and channel strategies are key for distributing your message, it all starts with content.
Why?
Consumers want to be in the driver’s seat and don’t like pushy “brand” messages. The key is to find ways to add a unique perspective for your target audience and build trust along the journey.
According to Neil Patel, brands that adopt a content marketing strategy see 6X the ROI compared to non-adopters.
The key? Consistency.
It takes several months of consistency and patience for content creation to render results.
With a successful content strategy, it will require several publications per month which means all your materials must be speaking the same voice and following the same standards.
Three tips as you’re building a content foundation:
☞ Brand persona: Rely on your strategic brand narrative and the problem your service or product solves to uncover topics for your target audience.
☞ Tone of Voice: Think about the tone you desire for your brand and use it as a filter with every piece of content.
☞ Style Guide: As you invite creators to build your content library, a style guide is necessary. Inconsistency takes away your brand’s credibility.
Start your prospects and customers on a journey to build trust with your brand first, and the next natural thing is a vote with their wallet!
I’d love to hear about your favorite brands that are doing an excellent job of content marketing. Let me know in the comments below.
